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'But Everyone Has One!'
03/30/2008 - By Nathan Dungan
"But Mom!"
If you're tired of hearing your kids beg and nag about what they want to buy-or what they want you to buy-you'll appreciate Nathan Dungan's comments in "Prodigal Sons & Material Girls: How Not to Be Your Child's ATM."
In today's possession-crazed society, the average child has unrealistic expectations about money-and expensive taste, writes Dungan. Convinced that American kids lack a sense of financial responsibility and that even preschoolers are being led astray by what he calls a "three-headed monster" of consumer products companies, media conglomerates and advertising agencies, he asks parents to compare the marketing that is targeting children today with what the parents experienced at the same age.
Besides identifying how he believes marketing is exploiting kids and distorting the difference between needs and wants, Dungan recommends that you teach your kids to analyze marketing messages. This can be a game: for example, when you're watching a 30-minute television program, count the product placements (the brand-name items being used by actors), logos, promotional messages superimposed on the screen and advertising with the ending credit lines. For older kids, try "Name That Ploy:" analyze each billboard, magazine ad or broadcast commercial for messages such as:
The "cool" factor. If you buy this, you too will be popular, have fun and look good.
Bandwagon. Everyone who's anyone uses this product. If you don't buy it, you might as well stamp "uncool" on yourself.
Celebrity testimonial. I'm a superstar and I love this, so you will, too.
Emotion. Buy this product and you'll feel happy (or confident or secure or loved).
Expert testimonial. I'm the expert and I'm telling you, this is what you need.
Other techniques to alert your kids to: repetition (if you see the name or hear the message enough times, you'll eventually buy) and slogans (a catchy phrase is memorable).
However, Dungan also asks parents if they are modeling overspending and undersaving with such questions as:
Have you ever lived beyond your means to try to achieve higher status with your peers?
If you reviewed your savings history with your grandparents, what would they say?
Do you justify spending more time at work because it allows you to spend more?
Are you willing to change your own consumer habits?
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