Comments on: Commercials, Kids, and Materialism

By: Des

Des — Thu, 18 Nov 2010 10:26:19 +0000

This reminds me of something not QUITE related. The other day I was watching television and this car advert came on. It was truly awesome with urban breakdancers and a sweet soundtrack, and I remember my first thought being, “but none of this tells me anything at all about the car.”

By: Frith

Frith — Thu, 11 Nov 2010 20:56:40 +0000

Thanks for posting this. I hate this commercial, both on the surface and for what it says about market research into what motivates adults buying choices. Scary and sad. And that kid is awful.

By: Tom Denver, CO

Tom Denver, CO — Tue, 09 Nov 2010 23:36:11 +0000

#86 Landon – Amen. It’s our job to make them less so each day.

The irony is, kids are truly “dorky”. Awkwardness is the hallmark of childhood, so I like the irony of a kid with a moppy head and teeth too big for his face calling adults geeks.

Still, this commercial has sparked a debate that carries on. Good job, Toyota ad team.

By: Landon

Landon — Mon, 08 Nov 2010 23:56:52 +0000

Kids are stupid.

By: MB

MB — Mon, 08 Nov 2010 20:01:49 +0000

I don’t watch TV, but I’ve been seeing this ad constantly on Hulu recently. Lots of commenters are saying that the point of ads is not to encourage frugality, but I find this ad to be particularly noxious.

I don’t know what kinds of TV shows this ad is playing during, but there are kids who are going to see this and think that the child is a character to emulate. All I can do is hope that the young children that I deal with regularly will manage to miss this one.

By: Rebecca

Rebecca — Mon, 08 Nov 2010 12:34:18 +0000

This is a big reason why we watch things on netflix and DVD. That said, I have a teenager, and he’s really, really hoping I get a new car when I graduate college in May- because he wants the (paid for) one we have now. Of course he knows we’ll be saving up for a car first- he won’t be old enough to get his license until next fall. He also has plans on how he’s going to pay for gas and insurance without it impacting his grades.

By: almost there

almost there — Sat, 06 Nov 2010 18:13:51 +0000

Trent perhaps you can do an entry on why and how commercials work. I recommend you watch “Century of Self” a video series that can be found on freedocumentaries dot org. “Century of the Self” tells the untold and sometimes controversial story of the growth of the mass-consumer society. How was the all-consuming self created, by whom, and in whose interests? Episode 1 discusses how Freud’s theories started the industry of public relations. I think there are 6 segments. Good viewing and food for the blog.

By: Amateur

Amateur — Sat, 06 Nov 2010 17:34:47 +0000

The commercial did not really bug me more than the other stuff out there targeted at kids. There is that general theme:

1. Kids are in charge, parents are uncool
2. Authority stinks, change the rules
3. Learning is hard and tiring, don’t forget some sugar packed cereal or breakfast bar
4. Answer every adult with sarcasm and eye-roll

Hopefully kids do grow out of that stuff and become older kids with concern for their family’s and community well-being instead of being overgrown brats. Many people were exposed to this type of advertising and programming while young, and many of us turned out to be decent adults.

By: Rachel

Rachel — Sat, 06 Nov 2010 13:04:23 +0000

YES! I commented on this commercial in one of your previous posts. I totally agree!

By: Lenore

Lenore — Sat, 06 Nov 2010 05:36:14 +0000

If it’s a pretend kid, is it OK if I smack his pretend face?

By: David/moneycrashers

David/moneycrashers — Sat, 06 Nov 2010 03:03:26 +0000

Although I think there’s a bit of over-analysis here, the whole thing can be solved by limiting your kids’ exposure to commercials in general.

And by that I mean, limit their TV time!

I insist on “outside time” with my son every day, and I’d say we watch less than an hour of TV per day. Most of the time, much less than that

By: Jeff

Jeff — Sat, 06 Nov 2010 01:57:14 +0000

Todd-I agree with you about 90%. It’s most Dads that are displayed as the complete idiot. You watch the commercials and you have to wonder how the Father was smart enough to get out of bed to earn the money that pays for whatever the family has.

By: Todd

Todd — Fri, 05 Nov 2010 23:33:33 +0000

No need to single out any one commercial. Parents are portrayed as dorks in many commercials, and sit-coms, and kids’ shows on Disney and Nickelodeon. So are spouses, neighbors, grandparents, and anyone who doesn’t have the product advertised or, in the case of the shows, a “normal” American consumer life. The entire business is designed to portray a hip (meaning cynical and sarcastic) consuming society.

By: Steven@hundredgoals.com

Steven@hundredgoals.com — Fri, 05 Nov 2010 20:05:48 +0000

Commercials don’t make kids feel entitled, bad parenting does.

By: kristine

kristine — Fri, 05 Nov 2010 17:52:40 +0000

Oh, and may I add, for goodness sakes- don’t let your kids watch i-Carly! What a snotty sarcastic bunch of spoiled brats to show kids daily. It is horrible. Just because it is on Nickelodeon does not mean it is something you want your kids to watch- they want to be popular with kids, not necessarily good for kids. It’s the new trend- mean as funny. Sarcasm in place of manners. Contempt de riguor. ICK.

By: Riki

Riki — Fri, 05 Nov 2010 17:41:20 +0000

The unfortunate part is, if teachers didn’t have to take the time to work on manners and other skills PARENTS should be teaching, we would have so much more time to teach literacy and critical thinking and numeracy and other skills that make for well educated citizens.

The sense of entitlement has significant and far-reaching impacts on our children and our society.

By: Leah

Leah — Fri, 05 Nov 2010 16:22:42 +0000

To me, this is one of your bests posts in a really long time. I completely agree! I definitely don’t want my kids watching commercials for precisely the same reasons. Sure, the commercial is kind of funny. But like the teachers here said, it’s not funny when kids think they can act this way in real life. Heck, I teach college, and the number of entitled kids at some of the colleges I’ve taught at? woah.

#71, Susanne, you are awesome! I hope my (future) kids’ teacher is as good as you. What a fabulous thing to teach your students. You’ve improved their skills for life, I hope.

By: Lisa

Lisa — Fri, 05 Nov 2010 16:13:43 +0000

I find this ad utterly disgusting, and contacted Toyota customer service to tell them so. Everything about it is loathsome and smarmy; if that little moppet were mine and had that kind of attitude, his butt would be tingling and he’d be having trouble sitting on one of those deluxe comfy Toyota seats.

By: Susanne

Susanne — Fri, 05 Nov 2010 15:53:01 +0000

As a first-grade teacher, I deal daily with children allowed to speak to their parents in this way. Early each school year, we discuss tone of voice and word choices- we call it “making each other’s day better.” Some children look at me shocked and confused because they’ve never been expected to speak politely. It usually doesn’t take long for them to understand my expectations, and try to change. Most children, that is.

By: Janice

Janice — Fri, 05 Nov 2010 15:50:07 +0000

Great post, great comments. I would love to read your thoughts on more of these ridiculous commercials. Thanks for writing about this.