When I was child, the motto of our life was “where to get it”? My mother did not need to teach me to make a choice, simply because there was nothing to choose from. If she said: “Buy milk, bread and canned food,” I took bread, milk and canned food from the shelves in the store, because I had no food. It was impossible to make a mistake in the choice. Canned food was one kind, white bread of the same kind and milk is an ordinary 0.5 liter bottle.
My daughter was born at a time when there are several types of goods of the same name in the store. If I tell her “Buy canned food,” she will spend half a day at the store, breaking her head, what kind of canned food I meant. Therefore, the modern parents face a difficult task – to teach the child to make a choice, and at the same time to spend the money correctly. Coming to the store, the eyes of the child scatter, all in beautiful packages and the child wants everything, and we, naturally, can’t buy everything. And there is no need for it. You need to buy the necessary and, preferably, do not overpay.
I work in a large store and know all the tricks that shopping networks use to make us buy as much as possible. The goal of any store is to sell a lot and force us to buy and buy. Entire marketing departments are working on how to increase sales and force consumers to buy more goods. This is advertising, and properly organized layout of goods, various promotions and sales.
If you dig into memory, be sure to remember and find at home a bunch of useless things that you have acquired impulsively. Under the pressure of advertising or various actions. Once I went to the store after work and see the action “3 for the price of two.” If at the usual time the box of sweets costs 100 rubles, now, having bought 3 packs, I will pay 200 rubles, and not 300 rubles. Beneficial? At first glance, yes, and I bought 3 boxes of sweets that were eaten at home instantly. Only then I thought about the meaning of this action for the seller, what is the benefit for him, he lost money like it? No, my dear. He forced you to buy more and use more. We usually eat very few sweets, and if not for this share, then we would have eaten the same 3 boxes of chocolates, probably with interruptions for half a year or even a year. And in this case we ate them in a matter of days. No use,
We are forced to buy and consume more. Even if we, adults, do not always know how to swim out of this maelstrom, then the child can’t do it without our help even without our help. We try to do this now: before going to the store we make an exact list of what we need. The daughter participates in this, she also looks in the refrigerator and lists what we may need. We take money about enough to suffice, we do not take unnecessary ones. In the store on the list we buy all the goods.
Children are naive, and if the publisher, releasing a colorful children’s magazine with an attachment, says that it is necessary to collect all the journals in order to get a complete collection of investments, children begin to require these magazines from their parents, otherwise there will not be a complete collection. And our task is to explain to the children the necessity and meaning of this collection, and not just categorically refuse to buy.
Advertising on TV in children’s programs and films fascinates the child. It seems to him that everything is done to please him, and, naturally, he wants to get all this. Now it became fashionable after the release of any interesting cartoon to immediately produce figures of cartoon characters, publish magazines with comics about these characters, produce stickers and other attributes. And everything is published in lots. If all this is bought, then in the end we parents will work only on magazines and toys. Because children ask so that it seems to us that if he does not have this, then our child will be just the most unhappy person in the world. Will cry and suffer.
In fact, this is not so. Children instantly console themselves and after a couple of minutes they do not remember that they could not live without a magazine. Therefore, the diversion of attention is very effective, but it is not worth much to get involved. Because it is necessary to explain that there is no need to go on about advertising and buy everything advertised. We must buy the necessary.
Explain the meaning of advertising, why it has an effect on our minds and how to resist it. We tell that the action of advertising is based on the psychological behavior of a person. Psychology is a science that has learned a person well enough. People engaged in the production of advertising, good psychologists and know exactly what a person likes and what he wants. And they give us information about the goods so that we believe that we need it. Advertising has an inconspicuous effect on the human psyche in such a way that it goes and acquires the advertised product. For example, all young girls and young people are concerned about their appearance. Many have age spots and everyone wants to get rid of them. Therefore, you can guess that advertising a cream from acne on TV will instantly hit the target, and the goods will be bought by teenagers.
Our daughter is almost 8, and our conversations are already yielding fruits, because she starts to think about the store on the topic should be or not?
She recently watched a youth film in which children’s Vitamins were obsessively advertised, while these vitamins in the film from one package were drunk both by the grandmother, and the daddy, and adult daughters, and small. The daughter resorts and says that she simply needs vitamins. I agree with her, tk. In the spring we drink vitamins, and I promise to buy it. And then she says what exactly she needs vitamins and asks for money to go to the pharmacy herself. Because I’m interested in the fact that my daughter is watching, I immediately understand what’s wrong and what she needs. An excellent opportunity to talk about advertising in films. And I tell her that: “This is just an advertisement of the brand of vitamins. Vitamins are not sweets, they are medicines. They can’t be drunk, as you want and how much you want, and they are different for different ages. In the film, everyone drinks from one pack and it’s not true. You need vitamins, but I’ll go with you, and we’ll buy you vitamins.”
We come to the pharmacy. I tell the seller that we need children’s vitamins such and such a brand for children from 7 years old. We are given vitamins, and the daughter begins to resent that it is not the vitamins, but these must be shown in the window. The pharmacist understands what is the matter, because she has a daughter herself. He takes this packet and says: “Look, this pack says that it’s vitamins for children under 4 years old. To you already 8. For you they are useless. It’s just advertising. What do you need, vitamins or just the right box? “The daughter thinks …. We take vitamins for her age and go home. She is silent. They came home and she says: “I understand everything. How can a grandmother drink vitamins for young children? She is not 4 years old? It’s just advertising.”
Children understand everything. Not at once and not at once. They need to repeatedly and repeatedly explain the same thing. And this is normal. That’s why we became parents to teach the child to live. Learning to live with a half-word is impossible. We need to show and tell, and do this until the child grows up.