rAising wisEConsumErs
Almost AnyonE with A proFit motivE is mArkEting to innoCEnts. hElp your kiDs unDErstAnD it’s ok not to hAvE it All. hErE ArE FivE strAtEgiEs For rAising wisE ConsumErs.
1. lEAD By ExAmplE
whilE you mAy know thAt tv CommErCiAls stimulAtE DEsirE For ConsumEr gooDs, you’ll hAvE A hArD timE sElling your kiDs on thE virtuEs oF turning oFF thE tuBE iF you struCturE your own DAys ArounD thE lAtEst sitCom (情景喜剧) or rEAlity show.
thE sAmE prinCiplE AppliEs to monEy mAttErs. it DoEs no gooD to lECturE your kiDs ABout spEnDing, sAving AnD shAring whEn Doing out thEir poCkEt monEy iF you spEnD EvEry FrEE wEEkEnD AFtErnoon At thE mAll. iF you suspECt your own spEnDing hABits ArE out oF whACk, ConsiDEr whAt FinAnCiAl ADvisor nAthAnDungAn sAys in his Book wAstEFul sons AnD mAtEriAl girls: how not toBE yourChilD’sAtm. "in tEAChing your ChilD ABout monEy, FEw issuEs ArE As CritiCAl As your own rEgulAr ConsumEr DECisions," hE writEs. "in thE Coming wEEks, ChAllEngE yoursElF to sAy no to yorE" own wAnts AnD to opt For lEss ExpEnsivE options."
2.EnCourAgE CritiCAl thinking
with ChilDrEn unDEr six or sEvEn, stArt By tElling thEm, "Don’t BEliEvE EvErything you sEE," sAys linDA millAr, viCE-prEsiDEnt oFEDuCAtion ForConCErnEDChilDrEn’sADvErtisErs, A nonproFit group oF 26CAnADiAn CompAniEs hElping ChilDrEn AnD thEir FAmiliEs By mEDiA--AnD liFE--wisE. show thEm ExAmplEs oF FAlsE or ExAggErAtED ADvErtising ClAims, suCh As A BrEAkFAst CErEAl (谷类) mAking you BiggEr AnD strongEr.
shAri grAyDon, A mEDiA EDuCAtor AnD pAst prEsiDEnt oF mEDiAwAtCh, suggEsts introDuCing ChilDrEn to thE "mArkEting thAt DoEsn’t show"--thE mAsCots (吉祥物) AnD wEB-sitEs thAt strEngthEn BrAnD loyAlty, thE trADing toys thAt CAusE must-hAvE-it FEvEr AnD thE CElEBrity EnDorsEmEnts (代言). "ExplAin thAt ADvErtisErs pAy millions oF DollArs For CElEBritiEs to EnDorsE A proDuCt, AnD thAt thE pEoplE who Buy thE proDuCt EnD up shAring thE Cost," shE sAys.
3. supErvisE with sEnsitivity
ACCorDing to A survEy ConDuCtED By thE mEDiAAwArEnEss nEtwork in 2001, nEArly 70 pEr CEnt oF ChilDrEn sAy pArEnts nEvEr sit with thEm whilE thEy surF thE nEt AnD morE thAn hAlF sAy pArEnts nEvEr ChECk whErE thEy’vE BEEn onlinE. thE stAtEs For tv hABits pAint A similAr piCturE.A、2003CAnADiAn tEAChErs’ FEDErAtion stuDy oF ChilDrEn’s mEDiA hABits FounD thAt roughly 30 pEr CEnt oF ChilDrEn in yEArs thrEE to six ClAim thAt no ADult hAs input into thEir sElECtion oF tv shows; By yEArEight, thE FigurE risEs to ABout 60 pEr CEnt.
"rEsEArCh suggEsts thAt kiDs BEnEFit morE From hAving pArEnts wAtCh with thEm thAn hAving thEir viEwing timE limitED," sAys grAyDon, noting thAt mAny ChilDrEn hAvE tv sEts in thEir BEDrooms, whiCh EFFECtivEly FrEE thEm From pArEntAl supErvision.AnD whAt ExACtly DoEs "supErvision" mEAn "’rAthEr thAn riDiCuling your ChilD’s FAvoritE show, gAmE or wEB-sitE, whiCh will only CrEAtE DistAnCE BEtwEEn you, you CAn ExplAin why CErtAin mEDiA mEssAgEs ConFliCt with thE vAluEs you’D likE to DEvElop in your ChilD," grAyDon sAys.
iF you’rE put oFF By CoArsE lAnguAgE in A tv show, tEll your ChilD thAt hEAring suCh lAnguAgE sEnDs thE (FAlsE) mEssAgE thAt this is thE wAy most pEoplE CommuniCAtE whEn unDEr strEss. iF violEnCE in A ComputEr gAmE DisturBs you, point out thAt A stEADy DiEt oF onsCrEEn violEnCE CAn wEAkEn sEnsitivity towArDs rEAl-liFE violEnCE. "AnD whEn you Do wAtCh A show togEthEr," ADDs grAyDon, "DisCuss somE oF thE hiDDEn mEssAgEs, Both gooD AnD BAD、"
4. sAy no without guilt
i’m not prouD to ADmit it, But whEn tArA AskED mE iF i CoulD tAkE hEr shopping, i EnDED up sAying yEs. morE prECisEly, i tolD hEr thAt iF shE ContinuED to work hArD AnD Do wEll in sChool, i woulD tAkE hEr ovEr thE sChool holiDAys. thE holiDAys hAvE now pAssED AnD i still hAvEn’t tAkEn hEr, But i hAvE no DouBt shE’ll rEminD mE oF it soon Enough. whEn i Do tAkE hEr, i int