Fourth Grade: Children and the Media

Fourth Grade: Children and the Media
Iowa State University Extension

The Influence of Commercials

Do commercials really influence children? Yes. Your children remember and recite fairly complicated slogans, jingles and songs from advertising. Children are very aware of brand names and do try to influence their parents to purchase advertised goods. One way to reduce the influence of commercials is to discuss with your children your reasons for purchasing a particular product. Teach your children what you look for. You can also talk back to the television when your child is around. Point out flaws in reasoning or photographic techniques that make a product appear better than it really is.

Children may learn misleading information about nutrition from commercials. Cream-filled snack cakes are vitamin-enriched. Chocolate and caramel candy bars are "packed with the protein power of peanuts." More than half the food ads on children's TV are for heavily sugared foods such as presweetened cereals and snack foods. Less than 4 percent of the food ads directed to children are for meat, bread, fruits, vegetables or dairy products.

This nutritional "education" is important because food habits are established in childhood. Children are in what some commercials refer to as "the cavity-prone years." A diet high in sugary foods can increase the incidence of cavities. A diet high in sugary or fatty foods can also increase the chances for weight problems and unhealthy food choices.

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