Think Ads Don’t Affect Kids? Think Again
Years ago, we killed Joe Camel. He was preying on kids and as a united body of parents and concerned adults, we told the cigarette companies that our kids weren’t fair game. Other than the cigarette manufacturers, everyone is happy that the large-snouted ugly beast is gone. Since he went away, public awareness of the effects of advertising has increased. We know that our kids—especially teens and preteens—are extremely influenced by sexy, luring advertisements. And they are particularly vulnerable when adult behaviors are the focus of the ads.
Pediatrics just released a study looking at the effects of advertising alcohol to 7th to 12th graders.
The study found that exposure to alcohol commercials not only increases a child’s likelihood of using alcohol, but it also leads him or her to have problems during his or her later teen years.
They state, “Younger adolescents appear susceptible to the persuasive messages contained in alcohol commercials broadcast on TV, which sometime results in a positive affective reaction to the ads. Alcohol ad exposure and the affective reaction to those ads influence some youth to drink more and experience drinking-related problems later in adolescence.”
So here we have it. Marketing stuff to our kids changes their behavior. But we’ve known this for years. Joe Camel taught us that kids buy cigarettes when they see ads and now we know that when kids see alcohol ads, they drink more.
We also know from recent studies that boys who play violent video games during the teen years are more likely to be aggressive when they are in their twenties. And as far as sex is concerned, we have that data too. Seeing sex or sexual references on television increases the likelihood of teens being sexually active. Sex and teens is a very dangerous combo. Not only are they exposed to an epidemic of STD’s, but they also run the risk of dealing with psychological issues and of course, pregnancy.
No one is surprised by any of this. Of course advertising works. It wouldn’t be a multi-billion dollar industry if it didn’t work. So here’s my question. Why do we, who care about our kids, allow this to happen? What happened to the passion that drove us to oust Joe Camel?
The answers are disturbing. First, many of us feel overwhelmed, believing that the lid’s been blown off of the media industry and we can’t make a difference. So we throw our hands up and say prayers for our kids. We just hope they’ll be OK.
Then, there is self interest. We want alcohol sold, and if it means pulling along some kids into the drinking mix, that’s not such a big deal. The drinking age is lower in Europe and they get by. What’s the big deal, we reason? As far as selling sex, no one wants to touch that one with a ten foot pole. Selling sex is BIG business in the U.S.; encouraging kids not to have sex is considered morally prudish and politically offensive. After all, we fought hard for sexual freedom and we don’t want the strides we made surrendered—no matter what it costs our kids.
I, for one, haven’t given up on our kids, and I hope you haven’t either. I tell kids why the media sells them alcohol and sex. Companies do so for one reason and one reason alone: to take their money. When I talk to teens like they understand and have real choices about what they do, they listen. Then, I do something that most adults would find utterly offensive. I apologize to teens on behalf of my generation. “You didn’t ask for these problems, “I say. “We did. And now you are paying the price for our mistakes.” Funny, when you tell kids the truth, they like it. And they listen.
We need more adults who are willing to stand up to marketing giants and tell them to back off. Our kids’ lives are at stake here. Have we fallen so deeply into complacency that we are willing to offer children up to the sex, violence, and marketing gods? I hope not. And I don’t believe that we will. All we need is a few good lawyers who are willing to take on the giants. They won before, and I know that they can win again.
5 Responses to “Think Ads Don’t Affect Kids? Think Again”
Dr. Meeker,
I’m surprised that you seem to be limiting your concern to commercials. The Smoke Free Films people contend that they have scientific proof that half of all smoking uptake among youth (under 21s I believe they mean) is caused by people smoking in movies. Unless they’re lying then it would seem logical that a good bit, perhaps a third?, of all drinking by youth is caused by seeing drinking in movies.
Should movies that portray people drinking what appear to be alcoholic beverages be slapped with an automatic R-Rating? And perhaps required to show a three minute ad at their start and perhaps at an intermission that would display the gory results of alcohol use (dismembered car victims, battered wives’ faces, bloody livers, etc…)?
This may seem like a flippant question, but it’s not. What WOULD your stand on such a thing be?
Also: Do you feel that alcohol should be forbidden as advertisers or sponsors of sporting events? Or sold to fans during those events?
- MJM
I agree with everything you said except the part about moat adults finding an apology offensive. I would not, and I don’t think my friends would. We have sold our children to gods of marketing, and we will be paying for it for decades.
Your example of alcohol adds was totally irrelevant to your argument because there is not one single alcohol advertisement that markets to under age drinkers. All Beer ads on TV show adults doing adult activities drinking alcohol. As far as Joe Camel goes it was stupid on the part of adults thinking just because they used a camel character They must be marketing to kids. Do you honestly think that Depression medication companies are marketing to children? After all they use animated characters instead of real actors in their adds. How about a little bit of parental responsibility? If you smoke do not leave you cigarettes where they can be accessed by your children. Make the people who sell cigarettes or alcohol to people who are underage. Oh that’s right we already do that now. Parent teach your children right from wrong. Teach them the dangers of cigarettes and alcohol. Then tell your children you have been taught what is right or wrong and the dangers of smoking and drinking. If you go against my teachings and decide to smoke ore drink you are responsible for your own actions and will suffer the consequences I will not bail you out of jail you will work your ass off to pay any fine you may receive. The fact is adults watch TV as well as children and teens. Companies no matter what the product the right to use TV to advertise to their potential customers. That right in not negated by the fact that children and teens watch TV as well. That is why its important for parents to be proactive and teach their children. Ultimately no one is responsible for your children’s choices is you and your children no one else. “the devil made me do it” excuse never was and never will be a justification for lack of self responsibility. My parents did everything to the best of their ability to keep me from smoking as a teen. It did not work I am still a smoker to this day. Do I blame them for being bad parents? No I blame for self for being an idiot for ever starting smoking in the first place.
“there is not one single alcohol advertisement that markets to under age drinkers. ”
Really? Are you telling me that kids don’t like Clydesdales? Did you miss the ad about the lovable little pony growing up and chasing after her old friend? Can you even begin to imagine the uproar if BigT had run an identical ad about a baby Camel?
And if we want to apply antismoking standards about advertising, simply the colorful labels on beer bottles are advertising aimed at children who like bright colors. And don’t forget, supposedly 40% of smokers smoke only because they saw people smoking in the movies! Try to count how many movies you’ve been to recently where no one quaffed an alcoholic beverage! And I’m not even mentioning the candy-flavored vodkas and liquors!
Dr. Meeker, I am still awaiting a response to my question: Do you advocate removing all alcohol advertising and portrayal, including billboards, logos, etc etc, from TV, movies, and sports, even if it means doubling the price of tickets, extending the time of TV commercial slots, or moving the Superbowl to just once every two years instead of annually?
- MJM
[...] of concern for the American Academy of Pediatrics for years because numerous studies show that advertising changes a teen’s behavior. If you make cigarettes look sexy, kids buy them and smoke them. That’s why we killed Joe [...]