by Les Scammell

Created on: April 10, 2009   Last Updated: April 12, 2009

We are always looking to blame others when we find a fault in our society. We seem to like to blame advertisers for everything. Whether it is obesity from fast foods to anorexia through fashion modelling - everyone else is to blame except ourselves. When it comes to consumerism in our children, it is too easy to blame advertisers or the television. Others are prepared to blame parents, but for the wrong reasons.

The emphasis of late has been on trying to limit how much advertising our children see. This in itself is not a bad idea - but again, it is for the wrong reasons.We are urging parents to reduce the number of hours that children watch television; we are urging television stations to reduce ads targeted at children, and of course we are urging those advertisers to exhibit some restraint themselves.

As parents, our role in life is to educate our children. When it comes to advertising, children are not the only special interest group that is targeted. Young women and fashion; young men and fast cars; older people and retirement homes - they are all special interests that advertisers try and target.

Adults of course are not immune to advertising, but we do have limitations, for example, our wallets. We have also learned over the years that not every bargain is a bargain. When it comes to our children and advertising, we have to teach them how to respond. If your child sees something on television, we need to get into a routine of sitting down with the child and analyzing whether or not they really need it or whether it is really a want. If it is a want, why do they want it, and, finally, can they not only afford it, but justify the expense.

Getting children to budget and plan their own money is a important lesson in life. If an advertiser promotes a product that the child wants, they need to be able to assess whether or not their allowance will cover the cost, or whether they have saved enough to buy the product. Once children have to spend their own money rather than yours, they quickly learn the value of that dollar and to become more judicious in their spending.

Rather than blaming advertisers or the television for consumerism in our children, blame the lack of training that parents provide their children. It is only through effective training that children, and as adults later in life, can learn to deal with advertisers and their advertising tricks.

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