Here's Bonnie Drew's No-Nonsense Guide to Keeping
Commercials in Perspective
According to a recent report, during an average Saturday morning of
watching TV, kids see commercials offering more than $3,000 worth of
products for sale. Have you ever wondered why your favorite program
is interrupted with all those messages to buy, buy, buy?
Advertising is necessary because it pays for the shows you watch. It
costs a lot of money to pay the actors' salaries, run a TV studio,
and produce shows. The TV stations get money to operate by selling
advertising time.
Most commercials are designed to inform the viewer and increase
recognition of products. When you watch TV, notice how the
commercials grab your attention.
Do you ever catch yourself humming a song or saying something that
sounds like it came straight from a commercial? TV commercials stick
in our minds because they combine vivid visual messages with catchy
slogans, convincing descriptions, statistics and the grooviest
music.
Try this exercise the next time you see your favorite commercial on
TV.
1. Take a sheet of paper and divide it into two columns. Label the
left column "FACT." Label the right column "OTHER MESSAGES."
2. Under "FACT," list the real facts about the product that are
mentioned or shown in the commercial. These might include information
about the size or color, price or cooking and preparing
information.
3. Under "OTHER MESSAGES," list messages that may not be fact. They
may be someone's opinion, an exaggeration, or a promise to make the
consumer more loved, accepted or popular. Statements like "Tastes
better than your Mom's" or "If you eat X, you'll grow up to be
strong/smart/beautiful" are examples of messages that aren't
facts.
Which of your lists is longest?
Many messages in TV commercials are not really based on facts.
Informed viewers must watch closely and know that special words,
music, pictures and props are all part of the plan to make us want to
buy.
Bonnie Drew is the author of two books about kids and money: FAST
CASH FOR KIDS and MONEYSKILLS: 101 Activities to Teach Your Child
About Money. Both books list at $9.95 and may be ordered from Career
Press by calling, toll-free 1-800-955-7373. Mention the Dream
Merchant when you call.
Reprinted with permission, Dream Merchant Magazine August/September
1993.
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