Consumers have the right to fair and truthful information about products and services. The Federal Trade Commission (FTC) requires that all advertisements contain facts supported by scientific research or evidence. Even if an advertisement is factual, certain truthful elements about the product or service may be omitted or highlighted to make the item more appealing. The FTC regulates and enforces advertising laws; however, it is the responsibility of the consumer to question advertisements and to seek out additional information about products and services to make informed decisions. Teach children how to find the whole truth through research and comparison-shopping. Children can compare two similar products by asking friends and family about their experience with the product, reading labels and researching on-line.
Advertisements persuade a person to buy a product or service or to buy into a particular belief or campaign. Advertisements are everywhere including on television, on-line, billboards, magazines and even t-shirts. Make children aware of the advertising around them by challenging them to identify advertisements in school, at home and around town. In addition, identifying what influences purchasing habits will help make children aware of the impact of advertising on consumer habits. Help children identify what influences their buying decisions by analyzing the last major item the child purchased or had a choice in purchasing (such as sneakers or a game) and have them determine what factors influenced their purchase decision.
Companies use a variety of tactics to draw consumers to their products. Understanding how advertising tactics shape a product or service image will help children separate emotional appeals from facts. Celebrity endorsements, fear, humor, sound effects and logos are commonly used advertising tactics that draw a consumer’s attention and manipulate thoughts and feelings towards a product. Find age-appropriate examples of commercial and print advertisements that illustrate advertising tactics and discuss with the child how the tactic makes the product more appealing.
Advertisements often connect a product or service to a lifestyle that consumers would like to have. The use of photo and video-editing software and manipulation of product appearance make products more appealing than they actually are. For example, advertisements show models with virtually perfect skin and hair. Ad companies often edit these pictures to reduce or eliminate blemishes and flyaway hair. In addition, ads show food products like burgers as big, fresh and juicy while the actual burger purchased is less appealing. Show children how the photos can be manipulated by demonstrating photo-editing software, creating your own product model or using on-line examples. To enhance the child’s understanding, have them create their own print advertisement or commercial using photo-editing or publishing software.