If I could change any one thing, I would…
Keep McDonald’s and their poisonous pitches away from my kids.
It’s bad enough that kids are blasted with TV advertising every day (the average child watches more than 40,000 television commercials per year; warms the cockles of your heart, doesn’t it?) Add in the highway signs, the checkout counter, the doctor’s office, the buses passing by…our kids being consumed.
Thing is, children don’t have the brain-processing skills to understand advertising, which they see as “truthful, accurate and unbiased.” It’s like giving solid food to an infant; they’ve yet to develop teeth to take it in.
This is explicitly understood by the advertisers themselves, who are dumping $15 billion per year on advertising to children. What’s the result? The most over-weight, over-materialistic, over-manipulated generation ever imagined. Ever wondered how 70% of Americans got duped into thinking Iraq was responsible for 911?
Maybe because they saw it on TV.
The good news is that parents are catching on, and fighting back. Campaign for a Commercial-Free Childhood – along with nearly 2000 parent complaints – just got McDonald’s to end their advertising campaign on report cards (yes, freaking report cards). They had been promising “a free Happy Meal to students with good grades, behavior, or attendance”. You’ve got to see this thing to believe it.
When I was a kid we had Dick and Jane. But there’s nothing like that smilin’ face of Ronald McDonald to make you think “learn kids!”
Way to go to the families of Seminole County, Florida…
February 15, 2008 | Filed Under Living Now |