In this “information age,” it’s not only adults who are bombarded with words and images. Kids are surrounded by artfully crafted advertising messages that look like fact to them. Whether it’s a political campaign or a commercial for a new weight loss product, learning how to sort out fact from embellishment is a survival skill that kids need.
Take that new advertising campaign that compares computers. Computer A, represented by a slightly frumpy, confused man is juxtaposed against Computer B, a highly trendy guy who radiates confidence, ease, and likeability. Viewers are intended to conclude that Computer B is more reliable, more up-to-date, has more capability – and is simply more cool than Computer B. The message is even more compelling because it’s entertaining.
Make a snappy two-minute game of unmasking the hype when you see a great example like this. Your kids will enjoy the sense of competence they gain from analyzing commercial messages and drawing their own conclusions about the products and services they see advertised.
Ask questions like these to get the conversation going:
Separate fact from fiction.
· What are they selling?
· What specific facts do they give about the product? If your kids draw a wrong conclusion, ask, “What made you think that?”
Identify the hidden messages. Start by explaining that sometimes advertisers try to get us to believe certain things about their products that they never actually tell us in words. For instance, a commercial might try to make you believe that by using the product, you’ll be like the actor.
· Who are the people in the commercial? What did you notice about them?
· What are they trying to tell you in this commercial that they don’t say in words?
· Is that an accurate message? Does it make sense?
Draw conclusions.
· Would you buy the product?
· Why or why not?
There’s more information out there than any human being can absorb, and your children will have to sort through the vast majority of it without the help of teachers and parents. Teaching them to think critically about what they see and hear is a crucial part of helping them become effective decision-makers. An added bonus: As they grow older, establishing a habit of thinking independently is one of the best safeguards you can build against negative peer pressure.