1
00:00:00,400 --> 00:00:06,680
Speaker 1: Hey, we're going to Send Francisco. That's right, and we're

2
00:00:06,680 --> 00:00:09,400
Speaker 1: gonna have flowers in our hair San Francisco because we

3
00:00:09,440 --> 00:00:13,080
Speaker 1: are performing at s F Sketch Fest for the second

4
00:00:13,119 --> 00:00:16,400
Speaker 1: year running. We can't wait. We are doing a rare

5
00:00:16,560 --> 00:00:21,079
Speaker 1: afternoon show on Sunday, January at one pm. Go to

6
00:00:21,320 --> 00:00:24,400
Speaker 1: s F Sketch Fest dot com to enquire about tickets

7
00:00:24,640 --> 00:00:27,040
Speaker 1: and get them fast because they're gonna sell out because

8
00:00:27,040 --> 00:00:28,680
Speaker 1: you guys are always so good to us and we

9
00:00:28,720 --> 00:00:31,520
Speaker 1: can't wait to see everybody there. S F Sketch Fest

10
00:00:31,840 --> 00:00:38,639
Speaker 1: dot com Sunday afternoon, one pm January. Bye bye. Welcome

11
00:00:38,680 --> 00:00:41,640
Speaker 1: to Stuff you should know from the house Stuff Works

12
00:00:41,640 --> 00:00:51,280
Speaker 1: dot com. Hey, and welcome to the podcast. I'm Josh Clark,

13
00:00:51,360 --> 00:00:54,920
Speaker 1: and there's Charles W. Chuck Bryant, and Jerry's over there.

14
00:00:55,200 --> 00:00:59,000
Speaker 1: It's nice and cool in here in the Studiosdo one

15
00:00:59,040 --> 00:01:03,040
Speaker 1: a it's a it is, Yeah, don't tell us what

16
00:01:03,080 --> 00:01:07,160
Speaker 1: happens if you're listening to this after Tuesday the right

17
00:01:07,560 --> 00:01:13,679
Speaker 1: spoiler free zone. Hey, feeling nervous tents by the puke? Nope,

18
00:01:14,240 --> 00:01:16,480
Speaker 1: none of the above. Well, good man, you look like

19
00:01:16,520 --> 00:01:21,520
Speaker 1: you're jelling like a felon. Chuck that means, don't you

20
00:01:21,680 --> 00:01:26,679
Speaker 1: remember those? Uh, that doesn't matter. Um, do you remember

21
00:01:26,720 --> 00:01:32,280
Speaker 1: being a child? Uh? Sure? Do you remember? About two

22
00:01:32,319 --> 00:01:37,400
Speaker 1: weeks ago when we released our action figure episode do Well,

23
00:01:37,400 --> 00:01:40,399
Speaker 1: we talked a lot about being a child and about toys,

24
00:01:40,480 --> 00:01:44,160
Speaker 1: and we even touched on advertising and deregulation, which we

25
00:01:44,200 --> 00:01:47,120
Speaker 1: will get into again a little bit here. But um,

26
00:01:47,160 --> 00:01:50,760
Speaker 1: if you were a child and you watch television, basically

27
00:01:50,760 --> 00:01:54,720
Speaker 1: at any point from the nineteen forties on, you were

28
00:01:54,720 --> 00:01:58,440
Speaker 1: probably advertised to in some form of fashion. But early

29
00:01:58,520 --> 00:02:01,720
Speaker 1: on it was kind of clunky, right, Like the first day,

30
00:02:01,840 --> 00:02:03,400
Speaker 1: I think the first dad ever on TV was a

31
00:02:03,440 --> 00:02:05,680
Speaker 1: bull of a watch ad and it just showed a

32
00:02:05,720 --> 00:02:08,360
Speaker 1: bull of a watch ticking off sixty seconds. Say what

33
00:02:08,400 --> 00:02:13,560
Speaker 1: more do you need? Apparently nothing? Right? And then they thought, well, hey,

34
00:02:13,760 --> 00:02:16,639
Speaker 1: people love to tune in to watch the hosts, so

35
00:02:16,760 --> 00:02:20,960
Speaker 1: we'll have the hosts just pitch you know, coult brand

36
00:02:21,200 --> 00:02:24,040
Speaker 1: firearms or whatever. You know. I thought you could say

37
00:02:24,120 --> 00:02:27,000
Speaker 1: malt liquor. You know that came later first? Is the

38
00:02:27,040 --> 00:02:33,920
Speaker 1: firearms well together? Actually one makes the other go off? Uh?

39
00:02:34,760 --> 00:02:36,680
Speaker 1: So they would have like hosts read this stuff. So

40
00:02:36,720 --> 00:02:40,560
Speaker 1: when kids programming came into the fold, that it followed

41
00:02:40,600 --> 00:02:43,000
Speaker 1: that kind of natural progression where like an ad was

42
00:02:43,880 --> 00:02:47,400
Speaker 1: just this, uh, the host suddenly saying like, hey, kids,

43
00:02:47,600 --> 00:02:51,560
Speaker 1: by the way, you will love these firecrackers that have

44
00:02:51,760 --> 00:02:54,800
Speaker 1: my picture on it. Right, who was that kind of

45
00:02:54,919 --> 00:02:57,320
Speaker 1: kind of hockey there was? Actually I found this one

46
00:02:57,440 --> 00:03:01,160
Speaker 1: really great UM article on retising to children, and it

47
00:03:01,360 --> 00:03:05,360
Speaker 1: talks about this nineteen fifties show called Miss Francis is

48
00:03:05,440 --> 00:03:09,920
Speaker 1: Ding Dong School and Ms Francis she would like read

49
00:03:09,919 --> 00:03:12,720
Speaker 1: to the kids, talk to them like they were kids.

50
00:03:12,720 --> 00:03:14,880
Speaker 1: But just basically it was a cute little kids show

51
00:03:14,919 --> 00:03:17,239
Speaker 1: from what I can gather. Then every once in a

52
00:03:17,240 --> 00:03:19,200
Speaker 1: while she would take kids, it's time for a very

53
00:03:19,240 --> 00:03:22,400
Speaker 1: special message. Go get your parents and bring them in

54
00:03:22,760 --> 00:03:25,560
Speaker 1: to hear this special message. And the kids would run

55
00:03:25,560 --> 00:03:27,280
Speaker 1: and get their parents and bring them in to see

56
00:03:27,320 --> 00:03:30,880
Speaker 1: the TV. And uh, Miss Francis would fool everybody by

57
00:03:31,240 --> 00:03:34,400
Speaker 1: pitching an ad basically. So these are like the early ads, right.

58
00:03:35,000 --> 00:03:37,200
Speaker 1: It wasn't until I think nineteen fifty two that the

59
00:03:37,240 --> 00:03:41,800
Speaker 1: actual first ad for kids product, a toy by the

60
00:03:41,880 --> 00:03:46,760
Speaker 1: name of Mr Potato Head, first hit the airwaves. That's right, Uh,

61
00:03:46,880 --> 00:03:51,360
Speaker 1: you know, fifty ninety two wasn't that long. Ago. But um,

62
00:03:51,400 --> 00:03:54,880
Speaker 1: things have really really changed since then. And one of

63
00:03:54,880 --> 00:03:58,960
Speaker 1: the big reasons why it's changed just because companies and

64
00:03:59,000 --> 00:04:07,080
Speaker 1: corporations and toymakers and fast food chains and candy, candy ears,

65
00:04:07,520 --> 00:04:11,280
Speaker 1: candy Yeah, sure is that a word. Sure it is now,

66
00:04:13,040 --> 00:04:19,400
Speaker 1: taffy makers. They all know that. Kids. There's a lot

67
00:04:19,520 --> 00:04:25,000
Speaker 1: of money, not only in what kids want to buy

68
00:04:25,040 --> 00:04:29,200
Speaker 1: for themselves, but the influenced kids have on their family

69
00:04:29,279 --> 00:04:32,160
Speaker 1: and what they do. It's blockbuster. And not only that,

70
00:04:32,200 --> 00:04:34,200
Speaker 1: but like you know, we talked we're gonna talk about

71
00:04:34,200 --> 00:04:37,160
Speaker 1: this a little bit later, but indoctrinating these kids at

72
00:04:37,200 --> 00:04:41,720
Speaker 1: a very young age as brand loyalists because like, get

73
00:04:41,760 --> 00:04:44,560
Speaker 1: them while they're young. Yeah, and if you you, if

74
00:04:44,560 --> 00:04:46,719
Speaker 1: you do that, you're kind of like planning seeds that

75
00:04:46,760 --> 00:04:50,280
Speaker 1: will hopefully grow into something where you're like, well, Colgate

76
00:04:50,279 --> 00:04:53,120
Speaker 1: toothpaste love me. I remember that from being a kid.

77
00:04:53,200 --> 00:04:56,560
Speaker 1: So when I don't want the cartoons, I want to

78
00:04:56,600 --> 00:04:59,080
Speaker 1: be loved by mother Colegate. Yeah, so that's what you

79
00:04:59,120 --> 00:05:02,080
Speaker 1: buy as an adult. What was the uh we put

80
00:05:02,279 --> 00:05:05,680
Speaker 1: holes in teeth? Remember that vaguely? I don't know who

81
00:05:05,880 --> 00:05:07,760
Speaker 1: might have been a little before your time, it was

82
00:05:08,640 --> 00:05:12,080
Speaker 1: I don't remember the toothpaste may have been Colgate. No,

83
00:05:12,200 --> 00:05:14,960
Speaker 1: I think it was the Crest team, but it was

84
00:05:15,000 --> 00:05:20,360
Speaker 1: just a full on super hero team of cavity fighters.

85
00:05:20,760 --> 00:05:24,560
Speaker 1: I remember them wedged into cartoon programming. Yes, I remember that,

86
00:05:24,760 --> 00:05:28,320
Speaker 1: and uh, you know as well, we'll talk about it,

87
00:05:28,360 --> 00:05:29,880
Speaker 1: but I couldn't tell the difference between that in the

88
00:05:29,920 --> 00:05:33,159
Speaker 1: cartoon I was watching. I remember being at school and

89
00:05:33,279 --> 00:05:37,120
Speaker 1: being taught how to brush my teeth with those same guys. Yea,

90
00:05:37,600 --> 00:05:40,240
Speaker 1: the Crest Cavity Fighters or something like that. Yeah, and

91
00:05:40,279 --> 00:05:43,599
Speaker 1: of course we're talking about fighting cavities. And as you'll

92
00:05:43,640 --> 00:05:48,080
Speaker 1: see in some of this material, like sometimes these brands

93
00:05:48,160 --> 00:05:51,480
Speaker 1: try and push things for good, but they're still pushing

94
00:05:51,520 --> 00:05:54,719
Speaker 1: their brand. Yeah. That's the thing. Man. It's so easy

95
00:05:54,800 --> 00:05:57,600
Speaker 1: to just be like, oh, wow, Colgate really does love

96
00:05:57,640 --> 00:06:01,159
Speaker 1: my children or Crest really does care about my kids teeth. No,

97
00:06:01,279 --> 00:06:04,479
Speaker 1: they don't. They do not. They don't love you or

98
00:06:04,520 --> 00:06:06,960
Speaker 1: your family. They don't actually care about your kids teeth.

99
00:06:07,200 --> 00:06:10,800
Speaker 1: They care about creating this kind of relationship between the

100
00:06:10,839 --> 00:06:13,800
Speaker 1: brand and your family. They care that your kids have teeth.

101
00:06:14,560 --> 00:06:16,800
Speaker 1: There you go, because they could sell toothpaste. It's true.

102
00:06:17,440 --> 00:06:19,920
Speaker 1: Uh So when we talk about influence, um, you found,

103
00:06:20,640 --> 00:06:24,040
Speaker 1: um a study from about eight years ago. Yeah, this

104
00:06:24,120 --> 00:06:26,200
Speaker 1: is the this is the most recent stuff I could find.

105
00:06:26,240 --> 00:06:28,400
Speaker 1: Some of it seems a little old ish, but this

106
00:06:28,440 --> 00:06:30,920
Speaker 1: is as as new as I can find. Man, I'm sorry,

107
00:06:31,440 --> 00:06:33,880
Speaker 1: that's right. So the influence basically is what we're talking

108
00:06:33,920 --> 00:06:37,680
Speaker 1: about of kids over their family. These um, these little

109
00:06:37,720 --> 00:06:42,680
Speaker 1: power wielding monsters, three foot tall, power wielding monsters. Ye

110
00:06:43,880 --> 00:06:49,080
Speaker 1: know that apparently of the time they will influence, um,

111
00:06:49,120 --> 00:06:54,920
Speaker 1: the breakfast choice, the lunch choice, going out to eat,

112
00:06:56,080 --> 00:06:58,040
Speaker 1: of the time you're gonna go where your kid wants

113
00:06:58,080 --> 00:07:00,960
Speaker 1: to go, And thirty four per cent of kids have

114
00:07:01,080 --> 00:07:05,880
Speaker 1: a say every time, which okay, all right, I think

115
00:07:06,800 --> 00:07:10,360
Speaker 1: was just casual family meal. What's the difference mean that

116
00:07:10,400 --> 00:07:13,680
Speaker 1: in the choice of restaurant, So like I want to

117
00:07:13,720 --> 00:07:16,600
Speaker 1: eat hamburgers or specifically I want to eat, you know,

118
00:07:16,760 --> 00:07:21,040
Speaker 1: in an out burger? I think no. I think with

119
00:07:21,080 --> 00:07:24,240
Speaker 1: the thirty four percent of kids, every time the family

120
00:07:24,240 --> 00:07:26,280
Speaker 1: DESI to eat, the kid has to say in thirty

121
00:07:26,600 --> 00:07:32,760
Speaker 1: percent of families, whereas overall percent of restaurant choices have

122
00:07:32,960 --> 00:07:35,800
Speaker 1: a kid saying it. Okay. That doesn't mean every kid

123
00:07:35,840 --> 00:07:37,960
Speaker 1: gets that say every time. It's a bit it's a

124
00:07:37,960 --> 00:07:41,520
Speaker 1: bit confusing, maybe even unnecessary. One could argue, I think

125
00:07:41,560 --> 00:07:44,120
Speaker 1: we could just agree that kids have an undue amount

126
00:07:44,120 --> 00:07:49,720
Speaker 1: of power software. Seventy percent at a time, they're gonna

127
00:07:49,720 --> 00:07:52,000
Speaker 1: influence what kind of software you're buying in the family,

128
00:07:52,320 --> 00:07:56,320
Speaker 1: and sixty percent a time what kind of computer. Family outings,

129
00:07:57,600 --> 00:08:01,200
Speaker 1: family trips and excursions. That's a pressing staff. I didn't

130
00:08:01,240 --> 00:08:04,720
Speaker 1: have any choice of where we went as a child. No,

131
00:08:04,880 --> 00:08:06,840
Speaker 1: I was told where we were going on vacation. I

132
00:08:06,880 --> 00:08:09,360
Speaker 1: was never asked. I don't remember being asked to either.

133
00:08:09,480 --> 00:08:13,080
Speaker 1: I mean, like they my parents mostly planned family trips

134
00:08:13,120 --> 00:08:15,720
Speaker 1: that like we would enjoy, but I remember them being like,

135
00:08:15,920 --> 00:08:18,240
Speaker 1: do you want to go here? Here? It was like

136
00:08:18,440 --> 00:08:20,480
Speaker 1: this is where we're going? Yeah, and I was. I mean,

137
00:08:20,520 --> 00:08:23,920
Speaker 1: it was always camping for us, and a lot of

138
00:08:23,920 --> 00:08:28,960
Speaker 1: times in Florida or uh mostly in Florida. Well yeah,

139
00:08:29,000 --> 00:08:30,880
Speaker 1: you grew up in Georgia, Florida. Why a lot of

140
00:08:30,880 --> 00:08:35,560
Speaker 1: beach camping. But um, yeah, we certainly never got any

141
00:08:35,679 --> 00:08:40,599
Speaker 1: say like I want to go to Disney World. You

142
00:08:40,640 --> 00:08:45,400
Speaker 1: wish in one hand, yeah, exactly. So you take that

143
00:08:45,520 --> 00:08:49,920
Speaker 1: influence that kids have over their parents purchases, and you

144
00:08:50,040 --> 00:08:54,080
Speaker 1: combine it with their actual like allowance or lawnmowing money

145
00:08:54,160 --> 00:08:56,480
Speaker 1: or whatever, the money that they actually spend from their

146
00:08:56,520 --> 00:08:59,240
Speaker 1: own pockets. And what you have is called kids buying power,

147
00:08:59,520 --> 00:09:04,080
Speaker 1: and it is staggering. Right back in two thousand, kids

148
00:09:04,160 --> 00:09:08,120
Speaker 1: buying power equaled about five hundred billion dollars a year

149
00:09:08,880 --> 00:09:12,240
Speaker 1: in the United States. It's just got more and more,

150
00:09:12,320 --> 00:09:15,320
Speaker 1: higher and higher. Two thousand and five it had gone

151
00:09:15,360 --> 00:09:19,079
Speaker 1: up to seven hundred billion, right jump change. You want

152
00:09:19,080 --> 00:09:21,200
Speaker 1: to hit him with the two thousand twelve stat and

153
00:09:21,240 --> 00:09:23,839
Speaker 1: this is this is almost five years ago. Now one

154
00:09:23,880 --> 00:09:28,560
Speaker 1: point two trillion dollars. That's how much money kids directly

155
00:09:28,679 --> 00:09:32,640
Speaker 1: or indirectly spent in the United States. It's amazing, it is.

156
00:09:32,960 --> 00:09:36,760
Speaker 1: So there's one more factor too that makes advertisers really

157
00:09:36,840 --> 00:09:42,440
Speaker 1: want kids. They will eventually grow into adult consumers. There

158
00:09:42,480 --> 00:09:46,400
Speaker 1: are already kid consumers. They're already influencing their parents buying choices.

159
00:09:46,640 --> 00:09:48,920
Speaker 1: But they'll eventually grow up. And like you said, if

160
00:09:48,960 --> 00:09:52,000
Speaker 1: you can hit them young, can get that brand loyalty developed,

161
00:09:52,240 --> 00:09:55,480
Speaker 1: then they will grow up and remember that that affiliation

162
00:09:55,520 --> 00:09:59,719
Speaker 1: to it, that nostalgia you know, and you will you

163
00:09:59,760 --> 00:10:03,080
Speaker 1: will buy that product throughout your lifetime. I think I

164
00:10:03,200 --> 00:10:08,000
Speaker 1: used crass toothpaste. I still I still go to Colgate. Yeah,

165
00:10:08,200 --> 00:10:10,800
Speaker 1: that's what I was raised on. Uh. So I looked

166
00:10:10,880 --> 00:10:13,400
Speaker 1: up something. UM it's called pester power. Have you ever

167
00:10:13,440 --> 00:10:16,880
Speaker 1: heard of that? That is, Um, well, it's exactly what

168
00:10:16,880 --> 00:10:19,959
Speaker 1: it sounds like. It's it's how kids manipulate their parents

169
00:10:20,280 --> 00:10:23,720
Speaker 1: into getting them things, and it's by pet bothering them. Uh.

170
00:10:23,760 --> 00:10:27,080
Speaker 1: And they did some uh some the you gov Omnibus

171
00:10:27,120 --> 00:10:30,920
Speaker 1: Parents survey got some stats and UM, fifty seven percent

172
00:10:30,920 --> 00:10:34,960
Speaker 1: of parents I think their children are successful persuaders. And

173
00:10:35,000 --> 00:10:38,440
Speaker 1: the top tactic from a kid, according to seventy one

174
00:10:38,440 --> 00:10:43,680
Speaker 1: percent of parents, is verbal negotiation. Uh said they were.

175
00:10:43,720 --> 00:10:46,800
Speaker 1: They were bartered like I'll do more chores. I'll get

176
00:10:46,840 --> 00:10:50,880
Speaker 1: better grades if you get me this stuff, whereas it

177
00:10:50,880 --> 00:10:53,559
Speaker 1: should be like, no, you should get better grades anyway.

178
00:10:54,040 --> 00:10:57,360
Speaker 1: You know, not really gonna buy you this garbage. Uh.

179
00:10:58,720 --> 00:11:01,640
Speaker 1: Create wish lists. That was big when we were kids.

180
00:11:01,880 --> 00:11:07,920
Speaker 1: I that was one of the funniest things to do. Um.

181
00:11:08,000 --> 00:11:09,839
Speaker 1: All those kids always look so happy in there too,

182
00:11:09,880 --> 00:11:12,280
Speaker 1: you know, do you I've showed you that like wish

183
00:11:12,280 --> 00:11:15,959
Speaker 1: book web before, where they just go through scan old catalogs.

184
00:11:15,960 --> 00:11:19,440
Speaker 1: Talk about nostalgia. It's John Hodge. Won't even look at that,

185
00:11:19,559 --> 00:11:24,040
Speaker 1: and like I would see a slight tear goes down

186
00:11:24,040 --> 00:11:26,280
Speaker 1: his cheek and then drop a blood goes out of

187
00:11:26,280 --> 00:11:28,960
Speaker 1: his ear, right, and then that tear turns to acid

188
00:11:29,080 --> 00:11:32,280
Speaker 1: and then burns through the floor. He's like, stop, no,

189
00:11:32,480 --> 00:11:36,080
Speaker 1: I won't give him. Uh. Parents say, some kids list

190
00:11:36,120 --> 00:11:39,680
Speaker 1: pros and cons or write letters or power point presentations

191
00:11:41,760 --> 00:11:45,080
Speaker 1: of kids. Right, power Point presentations, that's the lobby for

192
00:11:45,200 --> 00:11:47,559
Speaker 1: a gift. I'd be like, good for you, buddy, you're

193
00:11:47,600 --> 00:11:50,360
Speaker 1: learning some future skills. You're gonna be a salesman, a

194
00:11:50,480 --> 00:11:54,199
Speaker 1: road warrior. And apparently of parents said that they buckled

195
00:11:54,559 --> 00:11:57,440
Speaker 1: and bought the item at an average purchase cost of

196
00:11:57,480 --> 00:12:02,439
Speaker 1: two hundred and thirty three dollars. Whoa talk about pestor power?

197
00:12:02,480 --> 00:12:05,040
Speaker 1: I would I would make a power point presentation for

198
00:12:05,120 --> 00:12:08,640
Speaker 1: a two dollar item, but first you have to lobby

199
00:12:08,679 --> 00:12:12,920
Speaker 1: for the power point software. Right, you can make your

200
00:12:12,960 --> 00:12:16,640
Speaker 1: presentation to get your garbage toy. That reminds me, um,

201
00:12:16,679 --> 00:12:18,480
Speaker 1: you me told me when she was a kid she

202
00:12:18,640 --> 00:12:24,320
Speaker 1: made this basically this menu of stuff that her parents

203
00:12:24,400 --> 00:12:26,760
Speaker 1: would pay her money for. It would be like, didn't

204
00:12:26,760 --> 00:12:29,360
Speaker 1: put salt on my food at dinner. You give me

205
00:12:29,480 --> 00:12:33,640
Speaker 1: fifteen cents, not penalties. It was stuff that she was

206
00:12:33,679 --> 00:12:36,520
Speaker 1: doing and then they would just pay her for it.

207
00:12:36,720 --> 00:12:39,000
Speaker 1: And her parents looked at it. We're like, this is

208
00:12:39,080 --> 00:12:41,959
Speaker 1: a really great idea, except, like you said earlier, you're

209
00:12:42,000 --> 00:12:44,920
Speaker 1: supposed to be doing this anyway. We'll tell you if

210
00:12:44,960 --> 00:12:46,720
Speaker 1: you can put salt on your food. We're not going

211
00:12:46,800 --> 00:12:49,720
Speaker 1: to give you money to not put salt on your food.

212
00:12:50,120 --> 00:12:54,400
Speaker 1: You just can't automatically, no money involved. But yeah, pestor power,

213
00:12:54,559 --> 00:12:57,400
Speaker 1: do you know what my allowance was? Do you remember

214
00:12:57,400 --> 00:13:02,040
Speaker 1: what your allowance was? What? Five dollar or a month? Well,

215
00:13:02,080 --> 00:13:06,920
Speaker 1: this is back in nineteen seventy six, right, yeah, seven,

216
00:13:07,000 --> 00:13:10,800
Speaker 1: Well that's like a hundred thousand dollars today. I should

217
00:13:10,800 --> 00:13:12,360
Speaker 1: look that up. I'm curious what that would be in

218
00:13:12,360 --> 00:13:15,079
Speaker 1: today's dollars. Five dollars a month bucks a month, That

219
00:13:15,160 --> 00:13:18,160
Speaker 1: does seems small. What did you do with it? I

220
00:13:18,200 --> 00:13:20,400
Speaker 1: think I probably saved it if I remember correctly, and

221
00:13:20,480 --> 00:13:22,440
Speaker 1: saved up to buy things I was. I mean, I

222
00:13:22,480 --> 00:13:25,640
Speaker 1: got my first job when I was thirteen, who because

223
00:13:25,880 --> 00:13:28,640
Speaker 1: I was like, I want my money to buy things, well,

224
00:13:28,679 --> 00:13:31,720
Speaker 1: to buy Star Wars and my own stuff. I knew

225
00:13:32,440 --> 00:13:34,520
Speaker 1: that you know. I mean my parents were teachers were

226
00:13:34,800 --> 00:13:37,080
Speaker 1: In fact, at the time, my mom wasn't even working.

227
00:13:37,720 --> 00:13:42,040
Speaker 1: It was a single parent teacher household. So we we

228
00:13:42,040 --> 00:13:44,520
Speaker 1: were fine, but we didn't They didn't throw money at

229
00:13:44,640 --> 00:13:48,160
Speaker 1: a lot of stuff. So those socks are good, just

230
00:13:48,160 --> 00:13:52,920
Speaker 1: sew them together and make a new sock and rugal.

231
00:13:53,000 --> 00:13:55,600
Speaker 1: And they didn't give me a hundred dollars a week.

232
00:13:55,679 --> 00:13:58,000
Speaker 1: And oh yeah, I had friends that got allowances like that,

233
00:13:58,040 --> 00:13:59,880
Speaker 1: and I was just like, that's not Even when I

234
00:14:00,080 --> 00:14:03,280
Speaker 1: was a kid, I remember being like that seems wrong. Yeah,

235
00:14:03,400 --> 00:14:05,840
Speaker 1: like why why are you getting that? You're not doing

236
00:14:05,880 --> 00:14:07,839
Speaker 1: anything for that money? Like the kids who got the

237
00:14:07,920 --> 00:14:10,280
Speaker 1: hundred dollar a week allowances were the ones who did

238
00:14:10,280 --> 00:14:14,120
Speaker 1: the least of all. Yes, you know, liked I worked

239
00:14:14,160 --> 00:14:16,440
Speaker 1: around my house. I'll tell you that, I'd sit on

240
00:14:16,480 --> 00:14:18,280
Speaker 1: my face all the time. I didn't get a hundred

241
00:14:18,280 --> 00:14:22,120
Speaker 1: dollars a week sweeping that chimney. All right, So all

242
00:14:22,160 --> 00:14:24,720
Speaker 1: this equals a lot of spending, And then on the

243
00:14:24,720 --> 00:14:26,880
Speaker 1: flip side of that, you're gonna have a lot of

244
00:14:26,880 --> 00:14:32,000
Speaker 1: spending on advertising. UM In the US, in two thousand nine,

245
00:14:33,240 --> 00:14:39,160
Speaker 1: company spent seventeen billion dollars on advertising directly at children

246
00:14:39,720 --> 00:14:43,040
Speaker 1: and kids in America. This is horrifying. Kids in the

247
00:14:43,120 --> 00:14:48,080
Speaker 1: United States today see forty thousand ads a year. Wow,

248
00:14:48,360 --> 00:14:50,640
Speaker 1: so seventeen billion. That sounds like a lot, and it

249
00:14:50,800 --> 00:14:54,360
Speaker 1: is right. But in nine eight three, just in nine

250
00:14:54,600 --> 00:14:58,280
Speaker 1: eighty three, they spent a hundred million dollars on ads.

251
00:14:58,440 --> 00:15:01,240
Speaker 1: It jumped up that much since three. And we'll see

252
00:15:01,280 --> 00:15:03,960
Speaker 1: why in a little while. That's a hundred and ten

253
00:15:04,040 --> 00:15:07,040
Speaker 1: adds a day that kids are seeing. Could that be right?

254
00:15:07,080 --> 00:15:09,120
Speaker 1: That's a hundred and ten ads that are out there

255
00:15:09,160 --> 00:15:12,920
Speaker 1: on on kids programming. It doesn't necessarily mean they see

256
00:15:12,960 --> 00:15:15,600
Speaker 1: them all. They're just there for them to see. Oh.

257
00:15:15,640 --> 00:15:17,920
Speaker 1: So when it says kids see an estimated, that just

258
00:15:18,000 --> 00:15:22,600
Speaker 1: means they're out there for So here's something. Here's something

259
00:15:22,720 --> 00:15:26,280
Speaker 1: that I'm I've run across. There are there's a huge

260
00:15:26,400 --> 00:15:30,000
Speaker 1: body of research on advertising to kids that will get

261
00:15:30,040 --> 00:15:33,400
Speaker 1: into There are also some figures out there where it's

262
00:15:33,440 --> 00:15:35,800
Speaker 1: like I've seen this, but then I've also seen that.

263
00:15:36,240 --> 00:15:38,760
Speaker 1: Yeah sure, you know, so, like you said, a hundred

264
00:15:38,760 --> 00:15:42,480
Speaker 1: and ten adds a day, Yeah, that's that's there's no

265
00:15:42,560 --> 00:15:44,640
Speaker 1: way that any kid has ever seen a hundred and

266
00:15:44,640 --> 00:15:46,480
Speaker 1: ten ads in a day. I don't know, man, think

267
00:15:46,480 --> 00:15:50,520
Speaker 1: about it. But we've willboards internet commercials. I guess that's

268
00:15:50,680 --> 00:15:54,280
Speaker 1: entirely possible. I guess that's possible. You might see twenty

269
00:15:54,360 --> 00:15:56,240
Speaker 1: five ads on your way home from school, but I

270
00:15:56,280 --> 00:15:59,520
Speaker 1: have seen that forty thousand ads a year thing all

271
00:15:59,560 --> 00:16:02,640
Speaker 1: over the place. For sure. I could buy that so

272
00:16:02,800 --> 00:16:05,560
Speaker 1: ads in school, which we'll get too. So yeah, so

273
00:16:05,640 --> 00:16:09,000
Speaker 1: there's there's this whole idea that yeah, oh man, that's

274
00:16:09,080 --> 00:16:10,960
Speaker 1: that's a lot of ads, or that's a lot of

275
00:16:11,000 --> 00:16:14,440
Speaker 1: money being spent to advertise to children. Maybe we should

276
00:16:14,480 --> 00:16:16,560
Speaker 1: tone it down, or maybe we should think about how

277
00:16:16,600 --> 00:16:20,240
Speaker 1: we're doing this a little differently. No, say some people.

278
00:16:21,040 --> 00:16:24,800
Speaker 1: There's a particularly a group called Commercial Free Childhood Campaign

279
00:16:24,880 --> 00:16:28,560
Speaker 1: for a commercial Free Childhood, and they say kids should

280
00:16:28,560 --> 00:16:32,320
Speaker 1: not see ads at all. Yea, even the say the

281
00:16:32,400 --> 00:16:34,360
Speaker 1: good ones that say eat this healthy thing or a

282
00:16:34,400 --> 00:16:37,280
Speaker 1: brush your teeth, don't Because what they're saying is is

283
00:16:37,480 --> 00:16:42,760
Speaker 1: if you teach kids to identify with products through the

284
00:16:42,840 --> 00:16:46,320
Speaker 1: kind of advertising, which is basically celebrity endorsement, whether that

285
00:16:46,520 --> 00:16:51,560
Speaker 1: celebrity is Don Mattingly or um Tony the Tiger, like

286
00:16:51,600 --> 00:16:54,840
Speaker 1: a made up celebrity, it's still a cult of personality

287
00:16:54,920 --> 00:16:58,200
Speaker 1: that the kids buying into not Oh, these carets actually

288
00:16:58,240 --> 00:17:01,120
Speaker 1: are good to me, are good form me. It's don

289
00:17:01,120 --> 00:17:03,800
Speaker 1: maddeningly says that I can be a world class home

290
00:17:03,880 --> 00:17:07,040
Speaker 1: run hitter if I eat these carrots. You know what

291
00:17:07,119 --> 00:17:10,359
Speaker 1: I'm saying. So the focus is still on mindless consumerism,

292
00:17:10,480 --> 00:17:13,800
Speaker 1: even if they are being leaned towards like good commercial

293
00:17:14,040 --> 00:17:19,080
Speaker 1: or yeah, good good product or whatever, good habits or whatever. Yeah,

294
00:17:19,080 --> 00:17:21,879
Speaker 1: this one selection that you pulled here was really telling.

295
00:17:21,880 --> 00:17:25,159
Speaker 1: It says, um, advertising in and of itself is harmful

296
00:17:25,200 --> 00:17:30,080
Speaker 1: to children. Marketing targets emotions, not intellect, trains children to

297
00:17:30,160 --> 00:17:33,080
Speaker 1: choose products not for the actual value, but because of

298
00:17:33,080 --> 00:17:36,200
Speaker 1: what's on the package of the celebrity, undermines critical thinking,

299
00:17:36,480 --> 00:17:40,000
Speaker 1: promotes impulse buying. Yeah, that's like it says it. All

300
00:17:40,040 --> 00:17:44,200
Speaker 1: that was Susan Lynn of the UH campaign for Commercial

301
00:17:44,240 --> 00:17:47,200
Speaker 1: Free Childhood makes a lot of sense. Don't regulate it,

302
00:17:47,240 --> 00:17:49,199
Speaker 1: get rid of it, exactly. And there's been a lot

303
00:17:49,240 --> 00:17:51,480
Speaker 1: of pushes over the years to do just that in

304
00:17:51,520 --> 00:17:55,000
Speaker 1: the United States. Other countries have done it. Um And

305
00:17:55,119 --> 00:17:58,760
Speaker 1: as people have kind of battled over this this, a

306
00:17:58,800 --> 00:18:02,080
Speaker 1: lot of study has been and done on what impact

307
00:18:02,119 --> 00:18:05,920
Speaker 1: advertising has on kids brains, and we'll dive into that

308
00:18:06,119 --> 00:18:29,959
Speaker 1: right after these messages, all right, before we broke Uh well,

309
00:18:30,040 --> 00:18:32,240
Speaker 1: earlier we were talking about I was saying I couldn't

310
00:18:32,359 --> 00:18:35,360
Speaker 1: when I was a kid. I remember the Crest Cavity Fighters,

311
00:18:36,000 --> 00:18:39,240
Speaker 1: and I just thought it was another cartoon. Um, that's

312
00:18:39,400 --> 00:18:41,680
Speaker 1: not because I was a dumb kid. It's because if

313
00:18:41,720 --> 00:18:45,920
Speaker 1: you are. They've determined, this is through scientific study and inquiry,

314
00:18:46,440 --> 00:18:49,280
Speaker 1: that if you are under four years old, you literally

315
00:18:49,320 --> 00:18:52,640
Speaker 1: cannot tell the difference between a commercial and the program

316
00:18:52,640 --> 00:18:54,800
Speaker 1: you're watching. No, like, not at all, even if they

317
00:18:54,920 --> 00:18:59,960
Speaker 1: use commercial break techniques like we'll be right back after

318
00:19:00,080 --> 00:19:02,440
Speaker 1: these messages or whatever, right which they have to use.

319
00:19:02,480 --> 00:19:06,280
Speaker 1: You notice you don't see that between you know, commercials

320
00:19:06,280 --> 00:19:10,160
Speaker 1: for Seinfeld. You know, No, it's true, we'll be back

321
00:19:10,240 --> 00:19:13,840
Speaker 1: right after this. Can you believe? But you have to

322
00:19:13,920 --> 00:19:16,199
Speaker 1: have that stuff in kids programming, even though if you're

323
00:19:16,280 --> 00:19:18,719
Speaker 1: under the age of four does no good. No Like,

324
00:19:18,760 --> 00:19:23,400
Speaker 1: the kid literally cannot discern between the program they're watching

325
00:19:23,480 --> 00:19:26,400
Speaker 1: and the ads. That That's nuts to me. I didn't

326
00:19:26,400 --> 00:19:29,000
Speaker 1: realize that until I started researching that. Did you know that?

327
00:19:29,560 --> 00:19:31,920
Speaker 1: Uh well, we talked about it in a couple of

328
00:19:31,960 --> 00:19:35,080
Speaker 1: weeks ago, but yeah we did yeah, okay, um between

329
00:19:35,160 --> 00:19:37,280
Speaker 1: four and five. As you start to get a little

330
00:19:37,280 --> 00:19:41,280
Speaker 1: bit older, you might be able to tell a difference categorically,

331
00:19:41,800 --> 00:19:45,080
Speaker 1: but you're still it's it's more along the lines of,

332
00:19:45,640 --> 00:19:49,800
Speaker 1: well that's shorter, that that cartoon was really short, or

333
00:19:49,920 --> 00:19:53,879
Speaker 1: it was funnier yeah, or look different or whatever. So

334
00:19:53,960 --> 00:19:55,480
Speaker 1: you can tell the difference, but you still don't know

335
00:19:55,520 --> 00:19:58,600
Speaker 1: you're being you know, shoveled and add on your tiny

336
00:19:58,640 --> 00:20:01,679
Speaker 1: little throat. Ye. And there's two there's two things that

337
00:20:01,800 --> 00:20:05,000
Speaker 1: children lack that you need to be able to understand

338
00:20:05,040 --> 00:20:08,399
Speaker 1: and add at its basis right, and one is you

339
00:20:08,440 --> 00:20:11,040
Speaker 1: have to number one, be able to differentiate it from

340
00:20:11,359 --> 00:20:14,400
Speaker 1: the program. So you have to be able to say, oh,

341
00:20:14,440 --> 00:20:17,600
Speaker 1: it's an AD. When they said after these messages will

342
00:20:17,640 --> 00:20:19,560
Speaker 1: be right back, it means that the show went away,

343
00:20:19,840 --> 00:20:22,760
Speaker 1: and now what i'm seeing is an AD. That's step one.

344
00:20:23,400 --> 00:20:26,119
Speaker 1: Step two is that you have to be able to

345
00:20:26,240 --> 00:20:31,280
Speaker 1: understand that in any kind of ad you're being advertised to,

346
00:20:31,359 --> 00:20:34,560
Speaker 1: you're you're being persuaded, and that the message that's coming

347
00:20:34,600 --> 00:20:36,840
Speaker 1: at you is biased and therefore you should take it

348
00:20:36,880 --> 00:20:40,320
Speaker 1: with a grain of salt. That comes even later than

349
00:20:40,720 --> 00:20:44,960
Speaker 1: understanding the difference between an AD and the program. Right

350
00:20:45,160 --> 00:20:49,359
Speaker 1: the the idea that you're you're being advertised to doesn't

351
00:20:49,359 --> 00:20:52,240
Speaker 1: come until at least seven. From what I've seen, you

352
00:20:52,240 --> 00:20:55,120
Speaker 1: don't even know what grain of salt means. You don't

353
00:20:55,119 --> 00:20:57,600
Speaker 1: know what that expression means. You have no idea because

354
00:20:57,600 --> 00:20:59,080
Speaker 1: you can't even say, as a parent, I would take

355
00:20:59,080 --> 00:21:00,959
Speaker 1: it with a grain of salt. At an AD, they'll go,

356
00:21:01,200 --> 00:21:06,359
Speaker 1: what are these words? What I like salt? Uh? There's

357
00:21:06,400 --> 00:21:11,280
Speaker 1: a Center for New American Dream and um, this is frightening.

358
00:21:11,359 --> 00:21:14,600
Speaker 1: They said. Babies he's young as six months old, conform

359
00:21:14,680 --> 00:21:19,919
Speaker 1: mental images of corporate logos and mascot's. I didn't find

360
00:21:20,000 --> 00:21:22,879
Speaker 1: what that's how they figured that out? Was it like

361
00:21:22,920 --> 00:21:30,000
Speaker 1: your baby draw draw dome? Manningly, what has he ever endorsed? Promoter?

362
00:21:30,160 --> 00:21:34,880
Speaker 1: Right now? Is he? I don't know what years is? Okay? Uh?

363
00:21:34,880 --> 00:21:37,280
Speaker 1: And brand loyalties can be established by the age of

364
00:21:37,400 --> 00:21:41,600
Speaker 1: two and um, yeah, that one that's crazy to me.

365
00:21:41,960 --> 00:21:45,080
Speaker 1: And apparently in the British study at least they found it.

366
00:21:45,440 --> 00:21:47,840
Speaker 1: You have to be close to a teenager up to

367
00:21:47,840 --> 00:21:53,399
Speaker 1: about twelve is when you can finally really discern an

368
00:21:53,480 --> 00:21:57,120
Speaker 1: AD from content and its intent on an adult level. Yeah,

369
00:21:57,240 --> 00:22:00,840
Speaker 1: it's about where. And what's interesting thing is the the

370
00:22:00,960 --> 00:22:04,520
Speaker 1: group that that conducted that study and concluded that was

371
00:22:04,560 --> 00:22:08,840
Speaker 1: an advertising lobbying group. So even they are like, yes,

372
00:22:10,400 --> 00:22:14,760
Speaker 1: kids under the age of twelve are mentally incapable of

373
00:22:14,840 --> 00:22:18,920
Speaker 1: discerning the intent and content of ads. All they get

374
00:22:19,200 --> 00:22:22,840
Speaker 1: is the the overall message of the ad, which is

375
00:22:23,119 --> 00:22:26,280
Speaker 1: you want this, Go tell your parents that you want this,

376
00:22:26,960 --> 00:22:30,760
Speaker 1: Go make your parents pastor power exactly use a power point. Yeah.

377
00:22:30,880 --> 00:22:34,560
Speaker 1: And the American Psychology Association they had this task force

378
00:22:34,600 --> 00:22:38,080
Speaker 1: in two thousand four and they basically looked at all

379
00:22:38,119 --> 00:22:41,760
Speaker 1: the available literature over the last like, you know, several decades.

380
00:22:41,800 --> 00:22:43,600
Speaker 1: I think it was the sixties where they really started

381
00:22:43,640 --> 00:22:48,359
Speaker 1: looking into it. Um and the a p A basically concluded, yes,

382
00:22:48,960 --> 00:22:55,000
Speaker 1: kids are kids can't understand advertising. It's unfair to advertised

383
00:22:55,000 --> 00:22:57,679
Speaker 1: to kids. This is the position of the a p A. Like,

384
00:22:57,720 --> 00:22:59,880
Speaker 1: if it were up to us, it would be banned. Yes,

385
00:23:00,119 --> 00:23:03,240
Speaker 1: they suggested that it should be banned. Kids under the

386
00:23:03,280 --> 00:23:05,119
Speaker 1: age of at least seven. I think the a p

387
00:23:05,240 --> 00:23:09,520
Speaker 1: A said should not see ads directed towards them, But

388
00:23:09,600 --> 00:23:12,880
Speaker 1: like I say, not up to them. They can only

389
00:23:12,920 --> 00:23:19,199
Speaker 1: recommend and be laughed at corporations with hippies pocket on

390
00:23:19,280 --> 00:23:23,200
Speaker 1: a commune hippie. Uh. So when it comes to nutrition,

391
00:23:23,240 --> 00:23:26,760
Speaker 1: this is a really big deal. Um. There are a

392
00:23:26,760 --> 00:23:31,800
Speaker 1: lot of advertisements for candy and junk food and fast

393
00:23:31,800 --> 00:23:36,560
Speaker 1: food that are rammed down your kid's throat from a

394
00:23:36,680 --> 00:23:41,960
Speaker 1: very early age, and there's been You can't provide a

395
00:23:42,000 --> 00:23:46,680
Speaker 1: direct uh causation. Of course, everybody's like, give it to me,

396
00:23:46,880 --> 00:23:51,640
Speaker 1: but there's a lot of correlation that watching these commercials

397
00:23:51,720 --> 00:23:55,040
Speaker 1: and seeing these ads, uh, correlates to your kid eating

398
00:23:55,080 --> 00:23:58,280
Speaker 1: more of the stuff and maybe gaining weight and maybe

399
00:23:58,280 --> 00:24:02,720
Speaker 1: affecting overall childhood obesity. Yeah. And again, remember the advertising

400
00:24:03,000 --> 00:24:05,960
Speaker 1: on or the money spent on advertising to children in

401
00:24:06,800 --> 00:24:09,479
Speaker 1: a hundred million dollars, it went up to seventeen billion

402
00:24:09,520 --> 00:24:14,200
Speaker 1: in two thousand, nine hundred millions. Yeah. Yeah, but even

403
00:24:14,240 --> 00:24:17,640
Speaker 1: still I think, I think it was still considered kind

404
00:24:17,640 --> 00:24:21,680
Speaker 1: of paltry. Ishi, I mean, especially if you adjust for inflation,

405
00:24:21,720 --> 00:24:24,399
Speaker 1: it's still nothing like seventeen billion, right, And if you

406
00:24:24,440 --> 00:24:26,639
Speaker 1: go back over time and look at the rates of

407
00:24:26,720 --> 00:24:33,080
Speaker 1: childhood obesity, it tracks along the same the same UM graph.

408
00:24:33,240 --> 00:24:35,480
Speaker 1: So it's one of the factors. Can we just say

409
00:24:35,520 --> 00:24:38,480
Speaker 1: agree on that. Yeah, and uh. Studies have found also,

410
00:24:38,680 --> 00:24:41,280
Speaker 1: so not only are your kids being exposed to a

411
00:24:41,359 --> 00:24:43,800
Speaker 1: high percentage of the ads that they see are junk

412
00:24:43,840 --> 00:24:47,600
Speaker 1: food ads, but it's we've also it's been shown that

413
00:24:48,200 --> 00:24:51,359
Speaker 1: if you show kids junk food ads and adults to

414
00:24:51,480 --> 00:24:54,320
Speaker 1: actually but it really works on kids, they will eat

415
00:24:54,359 --> 00:24:57,840
Speaker 1: more junk food while they're watching the ads. It's basically,

416
00:24:57,960 --> 00:25:02,679
Speaker 1: um what's called the priming effect. The kid will be

417
00:25:02,720 --> 00:25:05,159
Speaker 1: sitting there seeing an ad for Twinkies. Well, there's no

418
00:25:05,200 --> 00:25:07,040
Speaker 1: Twinkies in the house, but there's a box of twigs.

419
00:25:07,200 --> 00:25:10,280
Speaker 1: I'll eat the box of twigs. And actually a box

420
00:25:10,320 --> 00:25:12,600
Speaker 1: of twigs. If I used see a box of twigs,

421
00:25:12,840 --> 00:25:15,080
Speaker 1: my mom would hide it around the house. So when

422
00:25:15,119 --> 00:25:16,760
Speaker 1: I found him, I had to eat the whole thing

423
00:25:17,040 --> 00:25:19,720
Speaker 1: because I knew that she'd find that I found them

424
00:25:19,720 --> 00:25:21,439
Speaker 1: and hide them. Even better, you never knew where they

425
00:25:21,440 --> 00:25:23,440
Speaker 1: were going to end up. That would just be eating

426
00:25:23,520 --> 00:25:27,560
Speaker 1: them like a little fat squirrel. Uh. So it's two

427
00:25:27,560 --> 00:25:30,320
Speaker 1: thousand and ninth study found that kids who watched a

428
00:25:30,400 --> 00:25:36,920
Speaker 1: program with commercials um a more calories than the kids

429
00:25:36,960 --> 00:25:41,080
Speaker 1: who watched the same program without commercials. So the actual

430
00:25:41,119 --> 00:25:45,159
Speaker 1: presence of the commercials gets kids to eat more food.

431
00:25:45,600 --> 00:25:47,520
Speaker 1: And the food that they usually have at hand and

432
00:25:47,520 --> 00:25:50,400
Speaker 1: they're being primed to eat is junk food. Well here's

433
00:25:50,400 --> 00:25:54,400
Speaker 1: a study, boy, this is study. Instead. I thought you'd

434
00:25:54,440 --> 00:25:59,680
Speaker 1: like that. It's got my juice flawing kid. Uh. In Quebec,

435
00:26:00,680 --> 00:26:05,320
Speaker 1: America's had one part of America's had, they have the

436
00:26:05,320 --> 00:26:08,359
Speaker 1: opposite effect. They for the past thirty two years have

437
00:26:08,640 --> 00:26:13,240
Speaker 1: banned fast food advertising geared towards children online and in print.

438
00:26:13,840 --> 00:26:17,879
Speaker 1: And that providence says the least childhood obesity in Canada.

439
00:26:18,240 --> 00:26:20,280
Speaker 1: It's actually it's even older than that. I said, correct

440
00:26:20,400 --> 00:26:25,960
Speaker 1: that was that they and yeah, they just said no, no, yeah,

441
00:26:26,040 --> 00:26:31,440
Speaker 1: no more like America's pants. Uh they said no way

442
00:26:31,520 --> 00:26:34,040
Speaker 1: a yeah, no, I come back, they said in French.

443
00:26:34,080 --> 00:26:39,879
Speaker 1: She said no, okay mate, no, no, doc. But I mean,

444
00:26:39,920 --> 00:26:42,200
Speaker 1: how can you look I know there are still other factors,

445
00:26:42,240 --> 00:26:45,960
Speaker 1: of course, but how can you look at these statistics

446
00:26:46,359 --> 00:26:50,760
Speaker 1: and not just run screaming down the street like a

447
00:26:50,800 --> 00:26:54,119
Speaker 1: crazy person. I don't know, like companies are trying to

448
00:26:54,200 --> 00:26:58,960
Speaker 1: make your kids fat? Yeah? Yeah, again, we come back

449
00:26:59,000 --> 00:27:03,159
Speaker 1: to the Dorrito. The book should read it, because if

450
00:27:03,200 --> 00:27:05,800
Speaker 1: you read it, it's like even with me. It's taken

451
00:27:06,119 --> 00:27:08,960
Speaker 1: malicious intent off the table. It's more just like this

452
00:27:09,040 --> 00:27:11,440
Speaker 1: is just the way it is. These people, these companies

453
00:27:11,440 --> 00:27:13,880
Speaker 1: have products and they make money selling the products. So

454
00:27:14,080 --> 00:27:17,520
Speaker 1: they're going to advertise the product. Your your kids going

455
00:27:17,560 --> 00:27:19,480
Speaker 1: to love it, and if you don't want your kid

456
00:27:19,480 --> 00:27:22,040
Speaker 1: to eat it, tell your kid no, you lazy parents.

457
00:27:22,200 --> 00:27:26,520
Speaker 1: Well yeah, which we'll get into later. Uh, this is

458
00:27:26,520 --> 00:27:28,320
Speaker 1: what we should point out to. This is not just

459
00:27:28,560 --> 00:27:34,159
Speaker 1: in traditional advertising. Product placement has been booming for the

460
00:27:34,160 --> 00:27:39,240
Speaker 1: past past decade for sure, but even before that. Yeah,

461
00:27:39,280 --> 00:27:41,520
Speaker 1: I think it really started in the eighties. But I

462
00:27:41,520 --> 00:27:44,800
Speaker 1: mean it's really like product placement is like it's never

463
00:27:44,840 --> 00:27:48,920
Speaker 1: been before. Uh. They did a study in two thousand eight.

464
00:27:49,720 --> 00:27:51,480
Speaker 1: Why has every study in the same at least eight

465
00:27:51,560 --> 00:27:55,400
Speaker 1: years old? I couldn't find anything new or it's crazy.

466
00:27:55,880 --> 00:27:59,400
Speaker 1: Gig Ridge came along and some cut off funding for it. Well,

467
00:27:59,440 --> 00:28:02,280
Speaker 1: I think we can say everything's worse than these studies,

468
00:28:02,320 --> 00:28:04,960
Speaker 1: then I would. I would guess in two thousand and

469
00:28:05,000 --> 00:28:08,679
Speaker 1: eight there were nearly thirty five thousand food, beverage and

470
00:28:08,720 --> 00:28:13,240
Speaker 1: restaurant brands and primetime TV programming. And that's not in commercials.

471
00:28:13,240 --> 00:28:19,320
Speaker 1: That's product placement. Yeah. Yeah, Apparently kids on average of

472
00:28:19,320 --> 00:28:24,000
Speaker 1: a hundred coke product placements throughout the year. Uh during

473
00:28:24,040 --> 00:28:26,440
Speaker 1: two thousand and eight, that's about three to four a week.

474
00:28:26,680 --> 00:28:29,520
Speaker 1: And that's just in a movie that you're watching, in

475
00:28:29,560 --> 00:28:32,480
Speaker 1: a TV show that you're watching. That that's on top

476
00:28:32,520 --> 00:28:37,240
Speaker 1: of all the ads that they're going. It's literally like indoctrination.

477
00:28:37,560 --> 00:28:42,400
Speaker 1: So not only are your kids incapable of understanding what

478
00:28:42,600 --> 00:28:46,440
Speaker 1: ads are, um, the ads are having a pronounced negative

479
00:28:46,440 --> 00:28:51,360
Speaker 1: effect on their health. Is speaking through correlation, right. It's

480
00:28:51,400 --> 00:28:54,520
Speaker 1: again there's no smoking gun that where some kid was

481
00:28:54,560 --> 00:28:58,280
Speaker 1: like that oreo and just made me eat this oreo everybody,

482
00:28:58,440 --> 00:29:00,720
Speaker 1: and then he was whisked off to John Hopkins to

483
00:29:00,720 --> 00:29:02,760
Speaker 1: be raised in a cage for the rest of his life.

484
00:29:03,000 --> 00:29:05,600
Speaker 1: That has not happened yet. We can only hope one.

485
00:29:05,840 --> 00:29:10,080
Speaker 1: But the correlation, uh is is definitely there. And they're

486
00:29:10,120 --> 00:29:17,000
Speaker 1: also becoming more and more ubiquitous. Right. Um. So there

487
00:29:17,120 --> 00:29:19,920
Speaker 1: was this Yale study from two twelve, Chuck, not that

488
00:29:20,040 --> 00:29:23,760
Speaker 1: long ago. In two thousand and twelve, they looked at

489
00:29:23,960 --> 00:29:27,720
Speaker 1: um fast food, fast food marketing to children, fast food

490
00:29:27,720 --> 00:29:33,080
Speaker 1: advertising specifically, and they found um that McDonald's was far

491
00:29:33,160 --> 00:29:37,720
Speaker 1: and away the biggest spender on advertising the kids, specifically

492
00:29:37,760 --> 00:29:41,680
Speaker 1: with their Happy Meal brand, which is basically now a

493
00:29:41,720 --> 00:29:46,040
Speaker 1: sub brand of McDonald's. The Happy Meal is I think

494
00:29:46,080 --> 00:29:48,680
Speaker 1: I remember when the Happy Meal is invented. Yeah, and

495
00:29:48,680 --> 00:29:51,600
Speaker 1: the Happy Meal that was seventies or eighties, right, And

496
00:29:51,640 --> 00:29:54,640
Speaker 1: it was not invented for adults. No, no, no. The

497
00:29:54,760 --> 00:29:58,040
Speaker 1: toy tie ins Ronald McDonald's were not things that they

498
00:29:58,120 --> 00:30:01,880
Speaker 1: developed to sell more hamburgers two adults or because the

499
00:30:01,880 --> 00:30:05,320
Speaker 1: adults make the choice of where to go eat. It

500
00:30:05,360 --> 00:30:08,040
Speaker 1: was for kids, right, It was a specific choice to

501
00:30:08,120 --> 00:30:10,720
Speaker 1: sell more fast food to kids. Yeah. And in this

502
00:30:10,840 --> 00:30:13,920
Speaker 1: two thousand and twelve study, in just that year alone,

503
00:30:14,160 --> 00:30:18,720
Speaker 1: um McDonald spent forty two million dollars on advertising just

504
00:30:18,880 --> 00:30:22,000
Speaker 1: the Happy Meals in two thousand twelve. Here's one that'll

505
00:30:22,040 --> 00:30:24,880
Speaker 1: shake you to the core. The average US child between

506
00:30:24,880 --> 00:30:28,280
Speaker 1: two and eleven saw one hundred and eighty five Chicken

507
00:30:28,400 --> 00:30:33,000
Speaker 1: McNugget Happy Meal commercials on TV last year hundred and

508
00:30:33,080 --> 00:30:36,560
Speaker 1: eighty five ads for chicken McNuggets and then so that's

509
00:30:36,600 --> 00:30:39,240
Speaker 1: a lot. But to really put in perspective, the number

510
00:30:39,240 --> 00:30:42,560
Speaker 1: two advertiser to children for fast food was Burger King.

511
00:30:42,600 --> 00:30:45,360
Speaker 1: They had a Kid's meal. Um kids saw an average

512
00:30:45,360 --> 00:30:48,680
Speaker 1: of twenty three point four of those per year, not

513
00:30:48,720 --> 00:30:51,360
Speaker 1: a hundred and eighty five. Twenty three was the second

514
00:30:51,360 --> 00:30:55,000
Speaker 1: place contestant, which is why Burger Kings never in first.

515
00:30:55,800 --> 00:30:59,120
Speaker 1: They're not spending enough on advertising the kids. There's a

516
00:30:59,120 --> 00:31:01,280
Speaker 1: Burger King execut of right now that just made like

517
00:31:01,320 --> 00:31:05,959
Speaker 1: pulled over, made a note spend more. Uh. I remember

518
00:31:05,960 --> 00:31:07,680
Speaker 1: how they got I don't. I'm sure they still do this.

519
00:31:07,800 --> 00:31:11,000
Speaker 1: I haven't, like, I literally haven't looked at what a

520
00:31:11,040 --> 00:31:14,680
Speaker 1: happy meal is. And it's nothing like kids. Remember it

521
00:31:14,760 --> 00:31:19,800
Speaker 1: came in the box and like is it not it's

522
00:31:19,800 --> 00:31:22,800
Speaker 1: in a bag, a paper bag? Is it a special bag?

523
00:31:23,480 --> 00:31:24,959
Speaker 1: But like puzzles and you have to be a kid

524
00:31:25,040 --> 00:31:28,080
Speaker 1: to really recognize it as special, you know what I mean?

525
00:31:28,120 --> 00:31:30,920
Speaker 1: Where the boxes like it's its own thing. Yeah, it

526
00:31:31,040 --> 00:31:34,520
Speaker 1: was a little gift. Um. But how they really got

527
00:31:34,600 --> 00:31:35,959
Speaker 1: us back then, I don't know if they still do

528
00:31:36,040 --> 00:31:39,920
Speaker 1: this is uh, you know collect all four they still

529
00:31:40,000 --> 00:31:42,320
Speaker 1: do that. They do now it's like collect all sixteen.

530
00:31:42,840 --> 00:31:46,280
Speaker 1: So it would be I remember some stupid little car

531
00:31:46,440 --> 00:31:48,400
Speaker 1: that you would put a penny in. Oh, those were

532
00:31:48,480 --> 00:31:50,880
Speaker 1: great penny racers. Yeah, and you would like pull it

533
00:31:50,920 --> 00:31:52,840
Speaker 1: back and it would spin or something or Papa wheee

534
00:31:53,000 --> 00:31:58,080
Speaker 1: or just take off like a rocket and collect all four.

535
00:31:58,280 --> 00:32:01,840
Speaker 1: So it's like it's not even an enough, Like it's

536
00:32:01,840 --> 00:32:07,040
Speaker 1: hard for me to not visualize the devil. And in

537
00:32:07,120 --> 00:32:10,960
Speaker 1: an advertising room going like, yeah, well, we we can

538
00:32:10,960 --> 00:32:13,160
Speaker 1: sell this this meal to kids more if we can

539
00:32:13,160 --> 00:32:16,240
Speaker 1: include a toy, and some other guys saying, oh, well,

540
00:32:16,240 --> 00:32:18,800
Speaker 1: how about if there's four different toys and they have

541
00:32:18,880 --> 00:32:21,240
Speaker 1: to go back four different times to get a different

542
00:32:21,240 --> 00:32:25,080
Speaker 1: color each time. Yeah, And I remember the drive through

543
00:32:25,120 --> 00:32:27,920
Speaker 1: people would be like, you got what you got, you

544
00:32:27,960 --> 00:32:30,160
Speaker 1: have to go through and buy another Happy Meal. If

545
00:32:30,240 --> 00:32:32,160
Speaker 1: you want a different you have to keep you weren't

546
00:32:32,160 --> 00:32:35,360
Speaker 1: guaranteed to get that. Yeah. So yeah, way more than

547
00:32:35,400 --> 00:32:38,840
Speaker 1: four trips to get your Happy Meal. What a time

548
00:32:38,880 --> 00:32:43,040
Speaker 1: to be alive? Oh yeah yeah. Um so advertising has

549
00:32:43,040 --> 00:32:48,080
Speaker 1: actually gone down and on on some ways kids kids

550
00:32:48,160 --> 00:32:50,719
Speaker 1: by fractions of personage a little bit, yeah, but for

551
00:32:50,760 --> 00:32:53,680
Speaker 1: the most part it's trending upward. And apparently there's um

552
00:32:53,800 --> 00:32:58,000
Speaker 1: nowadays little tots that go on to websites to play.

553
00:32:58,600 --> 00:33:01,080
Speaker 1: Some of these websites like happy meal dot com. Not

554
00:33:01,160 --> 00:33:04,360
Speaker 1: to pick on McDonald's, but man, they definitely have spread

555
00:33:04,400 --> 00:33:07,880
Speaker 1: it out enough so that they're a a an enormous

556
00:33:08,760 --> 00:33:12,840
Speaker 1: part of this. Dude, McDonald's had a website for preschool

557
00:33:12,920 --> 00:33:16,440
Speaker 1: children Ronald dot com. They shut it down finally, but

558
00:33:16,520 --> 00:33:21,840
Speaker 1: they literally had a website for preschoolers. I know, it

559
00:33:21,880 --> 00:33:24,560
Speaker 1: sounds like it was clown heavy happy happy meal dot

560
00:33:24,600 --> 00:33:28,320
Speaker 1: com and two dozen twelve had a hundred thousand monthly uniques.

561
00:33:28,680 --> 00:33:30,480
Speaker 1: I don't even think how stuff works has a hundred

562
00:33:30,520 --> 00:33:34,440
Speaker 1: thousand monthly unique and happy meal dot com does, right,

563
00:33:34,640 --> 00:33:37,200
Speaker 1: And these are little kids and they're going on and

564
00:33:37,240 --> 00:33:41,400
Speaker 1: doing their thing, having a great time playing on happy

565
00:33:41,400 --> 00:33:45,680
Speaker 1: meal dot com. But this whole website is one big ad, right,

566
00:33:46,320 --> 00:33:48,960
Speaker 1: And even outside of happy meal dot Com, on other

567
00:33:49,000 --> 00:33:51,920
Speaker 1: websites like cartoon network dot com or nick dot com,

568
00:33:52,040 --> 00:33:56,120
Speaker 1: like Nickelodeon's website, you're going to see ad placements, banner

569
00:33:56,240 --> 00:33:59,240
Speaker 1: ads or whatever kind of ads on these other websites

570
00:33:59,280 --> 00:34:02,400
Speaker 1: for happy me. They're all over the place. Yeah. Of

571
00:34:02,520 --> 00:34:05,680
Speaker 1: the top twenty five advertisers, nineteen of those twenty five

572
00:34:05,800 --> 00:34:12,719
Speaker 1: increased advertising to preschoolers. Uh, Domino's Pizza. I guess they're

573
00:34:12,719 --> 00:34:15,640
Speaker 1: more than pizza now, they're just Dominoes now. Kinds of stuff, right,

574
00:34:16,400 --> 00:34:21,360
Speaker 1: Domino's increased advertising to children. I think when was this

575
00:34:21,480 --> 00:34:26,160
Speaker 1: between two thousand nine two thousand twelve. Wendy's by and

576
00:34:26,480 --> 00:34:31,520
Speaker 1: McDonald's is the only restaurant that advertises more to children

577
00:34:31,760 --> 00:34:35,640
Speaker 1: than teens. Are adults more, they advertise more to kids,

578
00:34:35,840 --> 00:34:41,000
Speaker 1: all right, hard to believe. Plus also there's I was

579
00:34:41,040 --> 00:34:44,000
Speaker 1: looking at this, there's some apps now too, So beyond

580
00:34:44,000 --> 00:34:46,799
Speaker 1: the websites, you can also download apps that again, if

581
00:34:46,800 --> 00:34:49,600
Speaker 1: you're a kid, you're just playing, you're on the mic

582
00:34:49,680 --> 00:34:52,239
Speaker 1: play app. But if you go onto the mic play app,

583
00:34:52,320 --> 00:34:54,799
Speaker 1: so like their their toy giveaway. The big tie in

584
00:34:54,880 --> 00:34:58,839
Speaker 1: now is the Trolls movie. It was recently, and you

585
00:34:58,880 --> 00:35:03,040
Speaker 1: would get your troll character out of the happy Meal

586
00:35:03,120 --> 00:35:07,040
Speaker 1: box and you would scan it with your phone and

587
00:35:07,239 --> 00:35:09,920
Speaker 1: upload it onto your mcplay app, and you could make

588
00:35:09,920 --> 00:35:12,960
Speaker 1: your troll character the little real one that you have

589
00:35:13,000 --> 00:35:16,799
Speaker 1: in real life, go play in the troll game. And

590
00:35:16,840 --> 00:35:21,000
Speaker 1: the mick play app was the troll game like McDonald's

591
00:35:21,000 --> 00:35:24,440
Speaker 1: Wonderland or something. Yeah, but it's also the Trolls movie.

592
00:35:24,560 --> 00:35:28,959
Speaker 1: So you're being like hit with this advertising, this joint advertising.

593
00:35:29,000 --> 00:35:32,400
Speaker 1: God knows how much the Trolls production gave to McDonald's

594
00:35:32,520 --> 00:35:35,960
Speaker 1: to host this whole thing. So there there's this. Uh,

595
00:35:36,000 --> 00:35:39,879
Speaker 1: there's the average ads are not even ads anymore, don't

596
00:35:39,920 --> 00:35:43,800
Speaker 1: even websites anymore, they're games. I I don't mean to

597
00:35:43,840 --> 00:35:46,200
Speaker 1: get worked up, it's just astounding like that, when you

598
00:35:46,200 --> 00:35:49,640
Speaker 1: start digging in, you just feel like you're drowning. And

599
00:35:50,800 --> 00:35:52,680
Speaker 1: I think once people listen to this, you start to

600
00:35:52,719 --> 00:35:55,440
Speaker 1: notice things a little more around you. Like even reading

601
00:35:55,440 --> 00:35:58,399
Speaker 1: the stuff over the past few days, I just start

602
00:35:58,440 --> 00:36:00,359
Speaker 1: to see it everywhere all of a sudden, like, oh

603
00:36:00,400 --> 00:36:03,560
Speaker 1: my god, some I'm paring out there was like Mick play,

604
00:36:03,600 --> 00:36:08,120
Speaker 1: I get it, now, give me that phone. Uh. Here's

605
00:36:08,120 --> 00:36:11,719
Speaker 1: something we mentioned earlier that is, um, well, you think

606
00:36:11,800 --> 00:36:13,919
Speaker 1: that school would be the one place where your kids

607
00:36:14,000 --> 00:36:17,080
Speaker 1: can go for eight or nine hours a day and

608
00:36:17,360 --> 00:36:23,160
Speaker 1: escape this onslaught of advertising. But no schools are Uh.

609
00:36:23,200 --> 00:36:27,680
Speaker 1: They have budget cuts increasingly across the country. And so

610
00:36:27,800 --> 00:36:31,319
Speaker 1: who sweeps in but corporations to say, hey, we'd love

611
00:36:31,360 --> 00:36:34,239
Speaker 1: to get a computer center for you. We'd hate for

612
00:36:34,239 --> 00:36:36,799
Speaker 1: your school to fail. Yeah, so how about the new

613
00:36:36,960 --> 00:36:42,719
Speaker 1: um uh Jack in the box computer center. Well, we'll

614
00:36:42,800 --> 00:36:44,560
Speaker 1: Jack in the box be there to cut the ribbon

615
00:36:44,680 --> 00:36:47,359
Speaker 1: on the first day. Well, sure you will. I think

616
00:36:47,360 --> 00:36:49,759
Speaker 1: it will be homeless man dressed as Jack in the

617
00:36:49,840 --> 00:36:52,960
Speaker 1: Box will be Well, every kid get a Jack in

618
00:36:53,000 --> 00:36:58,239
Speaker 1: the box and tin ahead. Oh, I think they will. Uh.

619
00:36:58,280 --> 00:37:00,880
Speaker 1: So that's what's happening is corporations that they either have

620
00:37:01,560 --> 00:37:06,640
Speaker 1: partnerships or they have vending machine contracts. Um, and that

621
00:37:06,800 --> 00:37:09,279
Speaker 1: you make I don't know where you got this particular part.

622
00:37:09,360 --> 00:37:12,960
Speaker 1: This was very well put together, by the way, but um,

623
00:37:13,080 --> 00:37:15,480
Speaker 1: they make the point here that you've got a captive audience.

624
00:37:15,719 --> 00:37:19,120
Speaker 1: Kids are like prison. You're stuck there, can'tie there's a

625
00:37:19,160 --> 00:37:22,120
Speaker 1: cop that's making sure they stay there. Well, I didn't

626
00:37:22,120 --> 00:37:23,680
Speaker 1: have a cop in my schools, but I don't think

627
00:37:23,680 --> 00:37:27,440
Speaker 1: they're They came along about my era. Okay, Um, we

628
00:37:27,480 --> 00:37:30,520
Speaker 1: had our guy. He wasn't a cop, but he was

629
00:37:30,640 --> 00:37:33,359
Speaker 1: the resource officer. Yeah, I don't know. We didn't call

630
00:37:33,400 --> 00:37:37,560
Speaker 1: him that, just Barney five sort of. He just basically

631
00:37:37,600 --> 00:37:40,000
Speaker 1: kind of walked around the parking lots with a billy

632
00:37:40,040 --> 00:37:44,680
Speaker 1: batt looking for looking for kids smoking or or leaving

633
00:37:44,680 --> 00:37:47,320
Speaker 1: in their car or doing whatever. I remember. He was

634
00:37:47,360 --> 00:37:50,719
Speaker 1: always very easy to evade. Only so much ground you

635
00:37:50,760 --> 00:37:56,080
Speaker 1: can cover as one single man, single board man um

636
00:37:56,120 --> 00:37:58,200
Speaker 1: and this is before cell phones. Do I imagine that guy?

637
00:37:58,239 --> 00:38:01,840
Speaker 1: Now it's just like park somewhere playing on this mcplay.

638
00:38:02,120 --> 00:38:05,160
Speaker 1: I love this trolls again. Uh, but not only they

639
00:38:05,200 --> 00:38:07,880
Speaker 1: are captive, but that it implies the endorsement of the

640
00:38:07,920 --> 00:38:12,080
Speaker 1: teachers and the educational system, which is huge. Yeah, yeah,

641
00:38:12,160 --> 00:38:14,719
Speaker 1: and so much so that, Like I remember, we were

642
00:38:14,760 --> 00:38:17,960
Speaker 1: talking about the Crest Cavity team, and I learned about

643
00:38:18,000 --> 00:38:21,840
Speaker 1: like oral hygiene but those two words put together awful,

644
00:38:21,920 --> 00:38:25,319
Speaker 1: by the way. But I learned that through Crest, right,

645
00:38:25,360 --> 00:38:27,600
Speaker 1: and it came with free toothpaste and a tooth Crest

646
00:38:27,640 --> 00:38:30,160
Speaker 1: toothbrush and all that. And there's like an activity book,

647
00:38:30,600 --> 00:38:32,840
Speaker 1: and yes, I was learning about this stuff, but it

648
00:38:32,960 --> 00:38:36,399
Speaker 1: was Crest sponsored. But in my little brain, I'm like, well,

649
00:38:36,560 --> 00:38:40,240
Speaker 1: I guess my school that thinks Crest is great, therefore

650
00:38:40,680 --> 00:38:43,399
Speaker 1: Crest is great, you know. Or they might come out

651
00:38:43,480 --> 00:38:47,160
Speaker 1: and a bunch of out of work actors dressed up

652
00:38:47,160 --> 00:38:49,560
Speaker 1: as the Crest Cavity team might make an appearance at

653
00:38:49,560 --> 00:38:52,200
Speaker 1: your school. Yeah, if you go to like Hollywood High

654
00:38:52,320 --> 00:38:57,000
Speaker 1: or something rich school, that's pretty funny. If you've ever

655
00:38:57,040 --> 00:39:00,400
Speaker 1: seen Hollywood High, it's like not very rich looking. Nope,

656
00:39:00,640 --> 00:39:04,120
Speaker 1: there's rich kids that go there, right, Dylan, And now

657
00:39:04,200 --> 00:39:08,880
Speaker 1: that that was Beverly. That's what I mean. That's what

658
00:39:08,960 --> 00:39:11,960
Speaker 1: I meant. Okay, that is a rich school. Yeah, I'll

659
00:39:12,000 --> 00:39:13,759
Speaker 1: take you about Hollywood High next summer in l A

660
00:39:14,400 --> 00:39:15,719
Speaker 1: get a lath it's right there in the middle of

661
00:39:15,719 --> 00:39:17,560
Speaker 1: the town. I think, right next to the In and

662
00:39:17,560 --> 00:39:21,560
Speaker 1: Out Burger. I'm not mistaken. Uh, that was Bukowski stumbling out.

663
00:39:22,560 --> 00:39:24,080
Speaker 1: So what else are you gonna get in school? You

664
00:39:24,160 --> 00:39:28,439
Speaker 1: might get a Craft healthy eating kit again, maybe trying

665
00:39:28,440 --> 00:39:31,240
Speaker 1: to teach you about eating healthy, but got their logo

666
00:39:31,360 --> 00:39:33,959
Speaker 1: and and products all over it. No more than five

667
00:39:34,040 --> 00:39:39,560
Speaker 1: boxes of Kraft brand macaroni and cheese a day. What else? Um,

668
00:39:39,640 --> 00:39:44,640
Speaker 1: there's exclusive contracts with companies. Were like your high schools

669
00:39:44,640 --> 00:39:46,800
Speaker 1: a Coke high school. You're not gonna find a pepsi

670
00:39:46,880 --> 00:39:50,560
Speaker 1: vending machine in this high school district, you know. Um,

671
00:39:50,680 --> 00:39:57,680
Speaker 1: and those are probably fairly lucrative. Straight up advertising on buses. Yeah. Uh,

672
00:39:57,680 --> 00:39:59,400
Speaker 1: we didn't have that when I was a kid, but

673
00:39:59,440 --> 00:40:04,120
Speaker 1: apparently they do. Now, how about this a reading program? Uh? Book?

674
00:40:04,160 --> 00:40:05,920
Speaker 1: It brought to you by Pizza? Hut? I did that?

675
00:40:06,280 --> 00:40:08,759
Speaker 1: Did you? Oh man? Reading enough to get a free

676
00:40:08,760 --> 00:40:12,080
Speaker 1: personal pants. Is that what the deal was. I was like,

677
00:40:12,800 --> 00:40:14,839
Speaker 1: just give me some books. See. And that's the thing though,

678
00:40:14,880 --> 00:40:17,840
Speaker 1: It's like they're incentivizing reading. That's a good thing, but

679
00:40:17,920 --> 00:40:22,600
Speaker 1: incentivizing reading to eat their garbage food product. And it

680
00:40:22,760 --> 00:40:25,799
Speaker 1: was like the focus of the summer to to to

681
00:40:25,880 --> 00:40:28,120
Speaker 1: get to that point where you would get your free

682
00:40:28,520 --> 00:40:31,600
Speaker 1: personal pan pizza certificate? Man, how did you prove that

683
00:40:31,600 --> 00:40:35,799
Speaker 1: you read the books? I was an honor system. We

684
00:40:35,800 --> 00:40:40,919
Speaker 1: were all very honorable kids, apparently. Uh, all right, should

685
00:40:40,960 --> 00:40:43,600
Speaker 1: we take a break here, Yes, all right, we'll pause

686
00:40:43,640 --> 00:40:45,640
Speaker 1: for this ad. The irony is not lost on enough.

687
00:40:46,360 --> 00:41:09,560
Speaker 1: We'll be right back, all right, Chuck. So, if this

688
00:41:09,680 --> 00:41:12,319
Speaker 1: kind of stuff is making your blood boil, some people

689
00:41:12,360 --> 00:41:16,400
Speaker 1: out there totally understand it. Are saying, hey, man, we

690
00:41:16,440 --> 00:41:19,320
Speaker 1: live in a capitalist country. Should be able to advertise

691
00:41:19,360 --> 00:41:21,400
Speaker 1: the kids. You've got a product, to sell, sell it

692
00:41:21,440 --> 00:41:25,520
Speaker 1: the best way you can. Okay. Other people out there

693
00:41:25,560 --> 00:41:30,680
Speaker 1: are just so mad, they're trembling in their barking stocks. Yeah,

694
00:41:30,920 --> 00:41:34,600
Speaker 1: that's actually not that's terrible. Uh, they're just uh, they're

695
00:41:34,640 --> 00:41:37,120
Speaker 1: just upset at the thought of all this, right, and

696
00:41:37,160 --> 00:41:40,960
Speaker 1: it does seem very overwhelming and unfair. Um, and for

697
00:41:41,120 --> 00:41:45,000
Speaker 1: a while. Now in the US, we've got a long

698
00:41:45,040 --> 00:41:48,239
Speaker 1: standing tradition of groups coming up and trying to fight

699
00:41:48,320 --> 00:41:54,319
Speaker 1: the advertisers, getting almost somewhere and then failing. Yes, that's

700
00:41:54,360 --> 00:41:56,959
Speaker 1: the history of it here. Yeah, we talked a little

701
00:41:56,960 --> 00:42:00,880
Speaker 1: bit about this in the Action Figures podcast. UM, and

702
00:42:00,960 --> 00:42:04,480
Speaker 1: we'll go over some of it right now again the

703
00:42:04,760 --> 00:42:09,000
Speaker 1: well remember that inspired this episode. Yeah. Uh. Nineteen seventies,

704
00:42:09,040 --> 00:42:13,800
Speaker 1: the f c C Communications Commission, Um, they said, you

705
00:42:13,840 --> 00:42:18,400
Speaker 1: know what, we should ban advertising to young kids. But

706
00:42:18,440 --> 00:42:20,680
Speaker 1: they said, all right, well, maybe we shouldn't completely ban it.

707
00:42:20,719 --> 00:42:23,719
Speaker 1: Maybe we should just limit it and limit the kinds

708
00:42:23,760 --> 00:42:26,040
Speaker 1: of how much they see in the kind of things

709
00:42:26,040 --> 00:42:31,399
Speaker 1: you can say and do right, specifically hosts selling like

710
00:42:31,920 --> 00:42:34,719
Speaker 1: Ms Francis in her little Ding Dong hour, stopping and

711
00:42:34,760 --> 00:42:38,680
Speaker 1: selling something that was off limits. Now, that's right. Then

712
00:42:38,760 --> 00:42:42,840
Speaker 1: later on in the late nineteen seventies, UM, they once again,

713
00:42:43,000 --> 00:42:46,920
Speaker 1: the f TC, this time considered banning all the advertising

714
00:42:46,960 --> 00:42:50,960
Speaker 1: the kids, citing all the evidence that's always been out

715
00:42:50,960 --> 00:42:56,160
Speaker 1: there all over the place that in the direction that

716
00:42:56,400 --> 00:43:00,480
Speaker 1: kids can't tell the difference and unfairly takes advantage. UM.

717
00:43:00,680 --> 00:43:05,000
Speaker 1: And Congress said, well wait a minute, now, we we helped.

718
00:43:05,120 --> 00:43:08,360
Speaker 1: We we got here based largely on you know, Crest.

719
00:43:08,520 --> 00:43:11,040
Speaker 1: They got deep pockets and they funded us as a whole,

720
00:43:11,480 --> 00:43:16,800
Speaker 1: our congressional election campaigns. Right. Uh. So they stopped it.

721
00:43:16,880 --> 00:43:20,080
Speaker 1: They put a stop to the FTC and the FCC said, fine, fine,

722
00:43:20,280 --> 00:43:24,319
Speaker 1: do what you want your Congress, but we're going to

723
00:43:24,360 --> 00:43:28,319
Speaker 1: take a parting shot saying if you look even cursorily

724
00:43:28,520 --> 00:43:33,000
Speaker 1: at the at the medical literature on kids in advertising,

725
00:43:33,120 --> 00:43:35,160
Speaker 1: you will see that this is wrong and it's a

726
00:43:35,280 --> 00:43:37,799
Speaker 1: public concern and should remain that way. And this is

727
00:43:37,840 --> 00:43:42,200
Speaker 1: on you and they who cares. Uh. And you talked

728
00:43:42,200 --> 00:43:45,480
Speaker 1: about groups popping up, there's one called Actions for Children's

729
00:43:45,560 --> 00:43:50,880
Speaker 1: Television Act, founded in nineteen sixty eight by Evelyn Sarson

730
00:43:50,960 --> 00:43:57,880
Speaker 1: and Peggy Charin Sharin char she's the boat keeper on

731
00:43:57,920 --> 00:44:04,560
Speaker 1: the river sticks, the guy, the boat rower who would

732
00:44:04,680 --> 00:44:07,080
Speaker 1: row you over to the world. Yeah, I believe so,

733
00:44:08,080 --> 00:44:11,080
Speaker 1: oh man, I hope so. Uh. I thought it was

734
00:44:11,280 --> 00:44:16,319
Speaker 1: um old skippy. I mean, if you knew him, you'd

735
00:44:16,320 --> 00:44:20,560
Speaker 1: call him that if you were a neighbor boy. Um.

736
00:44:20,600 --> 00:44:24,040
Speaker 1: They're a big deal now, uh, twenty thousand members. But

737
00:44:24,120 --> 00:44:26,759
Speaker 1: back in the day, when they were just getting going,

738
00:44:27,280 --> 00:44:31,919
Speaker 1: they were a pretty small little grassroots unit and Romper Room,

739
00:44:32,000 --> 00:44:36,680
Speaker 1: of all things, was squarely in their sights at first. Yeah.

740
00:44:36,760 --> 00:44:38,520
Speaker 1: One of the first ones they took on, Romper Room

741
00:44:38,560 --> 00:44:41,759
Speaker 1: was like the least harmful, nicest show ever. I loved it.

742
00:44:42,080 --> 00:44:45,320
Speaker 1: I did too. Um, isn't that what Mr green Jeans

743
00:44:45,360 --> 00:44:49,000
Speaker 1: was on? That was Captain Kinger. Oh, yeah, you're right, Yeah,

744
00:44:49,040 --> 00:44:51,040
Speaker 1: I don't remember Romper Room then, I just remember I

745
00:44:51,080 --> 00:44:53,040
Speaker 1: loved it. Romper Room was one that had the magic

746
00:44:54,280 --> 00:44:57,160
Speaker 1: magic mirror, and at the end of the episode, the

747
00:44:57,239 --> 00:44:58,960
Speaker 1: lady would look into the mirror and say like, I

748
00:44:59,000 --> 00:45:02,520
Speaker 1: see Joh, Should I see Jerry? You just sit there

749
00:45:02,520 --> 00:45:06,160
Speaker 1: and being like, oh, my name and I didn't get

750
00:45:06,200 --> 00:45:10,120
Speaker 1: many chucks? So did you say, Charles? Did you count

751
00:45:10,160 --> 00:45:12,680
Speaker 1: yourself for that? I don't remember. It was sort of

752
00:45:12,680 --> 00:45:15,400
Speaker 1: that feeling you get when you go to the anything

753
00:45:15,440 --> 00:45:18,640
Speaker 1: that had like the names printed key chains with the

754
00:45:18,680 --> 00:45:21,239
Speaker 1: little license plates, and it was always like, why is

755
00:45:21,239 --> 00:45:24,080
Speaker 1: it my name Mike or Josh? Yeah, I'll just go

756
00:45:24,120 --> 00:45:27,160
Speaker 1: with the number one astronaut one, the generic one, not

757
00:45:27,280 --> 00:45:30,440
Speaker 1: the chuck is so random. But I didn't see it

758
00:45:30,480 --> 00:45:33,200
Speaker 1: a ton. Sure you don't hear a lot of chucks

759
00:45:33,200 --> 00:45:36,880
Speaker 1: these days. My name is out of fashion. Now, Yeah,

760
00:45:36,920 --> 00:45:42,200
Speaker 1: that's cool. It's it's not though it's a retro. I'll

761
00:45:42,200 --> 00:45:45,359
Speaker 1: take it. Um So, what did they do with Romper Room?

762
00:45:45,400 --> 00:45:49,359
Speaker 1: They said, your host selling. Yeah, apparently they had their

763
00:45:49,360 --> 00:45:51,400
Speaker 1: own line of toys. And one of the things was

764
00:45:51,960 --> 00:45:54,440
Speaker 1: I guess she'd look in the mirror and say, I

765
00:45:54,520 --> 00:45:58,040
Speaker 1: see this brand new line of toys that you're gonna buy,

766
00:45:58,280 --> 00:46:02,000
Speaker 1: and the a C he said, hey, this is against

767
00:46:02,000 --> 00:46:04,920
Speaker 1: the rules. And they didn't even go to the FEC.

768
00:46:05,120 --> 00:46:07,680
Speaker 1: They went to the station that produced Trumper Room and

769
00:46:08,080 --> 00:46:12,839
Speaker 1: knock it off. Yeah, we're made, and they listened to him.

770
00:46:13,000 --> 00:46:16,719
Speaker 1: That was I think their first real victory. Uh. So

771
00:46:16,920 --> 00:46:19,520
Speaker 1: Ronald Reagan, we talked about in the action figures when

772
00:46:19,600 --> 00:46:24,319
Speaker 1: this is when things got real in the eighties. When

773
00:46:24,360 --> 00:46:27,680
Speaker 1: Reagan specifically appointed Mark Fowler as Commissioner of the f SEC,

774
00:46:28,800 --> 00:46:33,120
Speaker 1: everything changed. Yeah. Because Reagan he liked the regulation, sure,

775
00:46:33,360 --> 00:46:37,320
Speaker 1: he believed in free markets, uh and he appointed Fowler,

776
00:46:37,360 --> 00:46:39,719
Speaker 1: who believed in free markets just as much as Reagan did.

777
00:46:39,880 --> 00:46:44,280
Speaker 1: Fowler had a um A saying as the FCC chairman,

778
00:46:44,320 --> 00:46:47,520
Speaker 1: which is pretty rich frankly, because the FEC had long

779
00:46:47,560 --> 00:46:54,040
Speaker 1: been tasked with basically overseeing broadcasting for the public interests. Right.

780
00:46:54,440 --> 00:47:00,000
Speaker 1: It's one of the big reasons why UM broadcasters got licensed.

781
00:47:00,160 --> 00:47:04,360
Speaker 1: They had to like have public interest programming certain amount

782
00:47:04,400 --> 00:47:07,279
Speaker 1: of week. UM they were looking they were supposed to

783
00:47:07,280 --> 00:47:10,279
Speaker 1: be looking out for people, right, And Mark Fowler said

784
00:47:10,320 --> 00:47:14,520
Speaker 1: the public interest would be decided by the public's interest,

785
00:47:15,239 --> 00:47:19,560
Speaker 1: meaning that if somebody started doing something nefarious under this

786
00:47:19,640 --> 00:47:23,040
Speaker 1: deregulation where the government wasn't paying attention anymore, well, then

787
00:47:23,080 --> 00:47:26,319
Speaker 1: people would stop watching that network and they would go

788
00:47:26,480 --> 00:47:30,400
Speaker 1: under the market would decide it. And advertising to children

789
00:47:30,440 --> 00:47:34,759
Speaker 1: fell squarely into this this purview or this this worldview

790
00:47:35,120 --> 00:47:39,719
Speaker 1: of his. Yeah. And between nineteen four and nineteen five,

791
00:47:39,880 --> 00:47:41,560
Speaker 1: and this is what we touched on in the Action

792
00:47:41,600 --> 00:47:48,240
Speaker 1: Figure show was cartoons featuring license characters increased by three

793
00:47:48,480 --> 00:47:52,759
Speaker 1: hundred percent. It became the new Well, I mean, I

794
00:47:52,800 --> 00:47:55,480
Speaker 1: don't think there almost were none that didn't have a

795
00:47:55,520 --> 00:47:58,480
Speaker 1: tie in. No, there was there. Yeah, and before that,

796
00:47:58,640 --> 00:48:01,239
Speaker 1: just a couple years before, there was none that did

797
00:48:01,760 --> 00:48:04,719
Speaker 1: because there was a rule against what are called program

798
00:48:04,760 --> 00:48:07,920
Speaker 1: length commercials, which was what Jem was and My Little

799
00:48:07,920 --> 00:48:12,120
Speaker 1: Pony and pac Man and and ThunderCats and he Man,

800
00:48:12,360 --> 00:48:15,280
Speaker 1: all of them were these these shows that were created

801
00:48:15,320 --> 00:48:18,839
Speaker 1: to sell the products, and they tied into the products

802
00:48:18,920 --> 00:48:23,440
Speaker 1: and it was just like open season on little kids minds. Yeah,

803
00:48:23,640 --> 00:48:26,560
Speaker 1: I mean you're you loved he Man, right, Sure. I

804
00:48:26,600 --> 00:48:30,760
Speaker 1: definitely did an ThunderCats, Jason the Wheel Warriors, like all

805
00:48:30,760 --> 00:48:33,640
Speaker 1: that stuff. And I was just a total sucker for Smurfs,

806
00:48:34,960 --> 00:48:38,080
Speaker 1: although I don't think Smurf's I think they started out

807
00:48:38,120 --> 00:48:41,600
Speaker 1: as an actual cartoon and then like their whole product

808
00:48:41,640 --> 00:48:45,279
Speaker 1: line was launched as a result. Six months later, they

809
00:48:45,280 --> 00:48:48,680
Speaker 1: were like, weren't we selling these things? I was gonna

810
00:48:48,719 --> 00:48:54,160
Speaker 1: ask you that. Uh In f CC finally had some

811
00:48:54,320 --> 00:48:58,840
Speaker 1: rules pushed through that limited the airtime to ten point

812
00:48:58,880 --> 00:49:01,080
Speaker 1: five minutes per hour on weekends in twelve minutes per

813
00:49:01,080 --> 00:49:04,920
Speaker 1: hour and weekdays for kids, programming and host selling was

814
00:49:04,960 --> 00:49:09,840
Speaker 1: officially prohibited. Yeah, that was the Children's Children's Television Act,

815
00:49:10,040 --> 00:49:14,000
Speaker 1: that's right. Um. They also the idea of having to

816
00:49:14,120 --> 00:49:17,080
Speaker 1: break for commercials with we'll be right back or now

817
00:49:17,080 --> 00:49:18,960
Speaker 1: a word from our sponsor that came out of that

818
00:49:19,040 --> 00:49:21,360
Speaker 1: as well. Yeah, although I seem to remember it before

819
00:49:23,040 --> 00:49:26,719
Speaker 1: maybe not. All right, So you mentioned earlier that other

820
00:49:26,760 --> 00:49:32,040
Speaker 1: countries are doing this, Um, Australia, Canada, Sweden, the UK,

821
00:49:32,640 --> 00:49:36,600
Speaker 1: they all have regulations on stuff like this. Yeah. By

822
00:49:36,600 --> 00:49:40,719
Speaker 1: doing this, you mean actually doing something, yes, yeah, correct. Yeah,

823
00:49:40,840 --> 00:49:44,680
Speaker 1: there's a whole spectrum, right, Yeah, that has to do

824
00:49:44,719 --> 00:49:47,680
Speaker 1: with how a country approaches advertising to children. The US

825
00:49:47,719 --> 00:49:53,280
Speaker 1: actually represents one radical end of it, which is actually nothing. Yeah. Yeah.

826
00:49:53,360 --> 00:49:55,279
Speaker 1: On the other end, there's countries that have banned it,

827
00:49:55,400 --> 00:49:59,480
Speaker 1: like Quebec, which again is a province, but yeah, it's

828
00:49:59,520 --> 00:50:03,520
Speaker 1: also occupied countries. Uh in Norway and Sweden. Big surprise there,

829
00:50:04,080 --> 00:50:09,239
Speaker 1: Nordic countries coming in there, swinging the bat of justice, right,

830
00:50:09,760 --> 00:50:14,120
Speaker 1: swinging the rack of justice. They completely banned marketing the

831
00:50:14,200 --> 00:50:16,719
Speaker 1: children under the age of twelve in those countries, right.

832
00:50:16,760 --> 00:50:18,480
Speaker 1: And then a little more in the middle, you've got

833
00:50:18,520 --> 00:50:23,319
Speaker 1: like the UK and Australia, where there's far more regulations

834
00:50:23,320 --> 00:50:26,680
Speaker 1: than there is in the US, but there's also a

835
00:50:26,800 --> 00:50:30,040
Speaker 1: large measure of self regulation among the industry too. Yeah.

836
00:50:30,040 --> 00:50:31,759
Speaker 1: I was really hardened to hear that in the UK.

837
00:50:31,920 --> 00:50:34,839
Speaker 1: A lot of these aren't necessarily laws. They're just sort

838
00:50:34,840 --> 00:50:40,160
Speaker 1: of unspoken rules among advertisers that you don't uh suggests

839
00:50:40,160 --> 00:50:42,800
Speaker 1: that a child is lacking in loyalty, or you don't

840
00:50:43,200 --> 00:50:46,799
Speaker 1: encourage them to pest or their parents or I mean

841
00:50:46,800 --> 00:50:49,080
Speaker 1: that's a big one, you know, like a commercial that

842
00:50:49,520 --> 00:50:52,120
Speaker 1: shows a kid like, mom, can I have this? Right?

843
00:50:52,160 --> 00:50:55,200
Speaker 1: There was this um oh, I think it was like

844
00:50:55,239 --> 00:50:57,440
Speaker 1: Itchy and Scratchy was up for an Emmy on The

845
00:50:57,480 --> 00:51:00,279
Speaker 1: Simpsons once or something, and they were showing the other

846
00:51:00,800 --> 00:51:03,440
Speaker 1: cartoons that it was up against in the category for

847
00:51:03,920 --> 00:51:07,040
Speaker 1: Best Animated Special, and one of them was like the

848
00:51:07,200 --> 00:51:11,600
Speaker 1: Action Man Holiday Special how to buy Action Man, And

849
00:51:11,640 --> 00:51:15,200
Speaker 1: this showed some kid go, I want it and the

850
00:51:15,360 --> 00:51:20,640
Speaker 1: parent looks at the boxes like it's a pretty it's

851
00:51:20,680 --> 00:51:24,399
Speaker 1: basically right there. Yeah. Another one in England they say

852
00:51:24,440 --> 00:51:27,279
Speaker 1: you don't make a child feel inferior, unpopular for not

853
00:51:27,360 --> 00:51:29,799
Speaker 1: buying a product. Yeah, that's a big one too. Yeah,

854
00:51:29,880 --> 00:51:32,319
Speaker 1: And apparently these are just things that they think are

855
00:51:32,400 --> 00:51:35,719
Speaker 1: decent that you shouldn't do, because I remember too. Like

856
00:51:36,360 --> 00:51:39,960
Speaker 1: with with advertising, I don't remember seeing too many like

857
00:51:40,120 --> 00:51:43,920
Speaker 1: Polo ads. I was very much aware of Polo, but

858
00:51:44,000 --> 00:51:46,960
Speaker 1: I also knew that Polo was a great brand because

859
00:51:47,040 --> 00:51:50,520
Speaker 1: my peers knew it was a great brand. Right, So

860
00:51:50,560 --> 00:51:53,160
Speaker 1: there's that peer pressure that starts from a young age,

861
00:51:53,320 --> 00:51:57,120
Speaker 1: especially with things like clothing. So did to remove that

862
00:51:57,200 --> 00:51:59,640
Speaker 1: out of the equation a little bit by not letting

863
00:51:59,680 --> 00:52:02,680
Speaker 1: average tisers like make a kid feel smaller inferior for

864
00:52:02,800 --> 00:52:05,719
Speaker 1: not buying a product. I wonder how much it mitigates

865
00:52:05,800 --> 00:52:09,640
Speaker 1: that at all. Yeah, hopefully some you know, our own

866
00:52:09,640 --> 00:52:12,240
Speaker 1: TV show might not have come around if that hadn't

867
00:52:12,239 --> 00:52:15,800
Speaker 1: have been for the conscience of our director and leader.

868
00:52:16,400 --> 00:52:21,200
Speaker 1: What do you mean Chad? Our director was he went

869
00:52:21,239 --> 00:52:25,040
Speaker 1: and started his production company because he was an ad

870
00:52:25,160 --> 00:52:28,200
Speaker 1: dude and he was on set one day. I remember

871
00:52:28,280 --> 00:52:32,120
Speaker 1: telling me the story selling a doing a commercial for

872
00:52:32,160 --> 00:52:36,759
Speaker 1: a garbage junk food product for kids, and was just

873
00:52:36,920 --> 00:52:38,719
Speaker 1: like I had one of those moments. He's like, what

874
00:52:38,800 --> 00:52:43,120
Speaker 1: am I doing? What am I doing? My life? And

875
00:52:43,160 --> 00:52:45,440
Speaker 1: he quit it, quit his job and went and started

876
00:52:45,440 --> 00:52:48,960
Speaker 1: his own production company. H to where they make as

877
00:52:49,480 --> 00:52:51,600
Speaker 1: Now I'm just kidding, that's why I started it. Yeah,

878
00:52:51,719 --> 00:52:54,799
Speaker 1: nice where you go? Chad? Yeah, he developed, he didn't

879
00:52:54,800 --> 00:52:57,200
Speaker 1: develop a conscience. He had a conscience and it was

880
00:52:57,280 --> 00:53:01,800
Speaker 1: agitated and it was agitated. It's pretty Yeah. So in

881
00:53:01,960 --> 00:53:08,840
Speaker 1: our TV show came, uh what about online? That's the

882
00:53:08,880 --> 00:53:13,239
Speaker 1: big sort of new brave, new not so brave new world. Yeah,

883
00:53:13,400 --> 00:53:15,759
Speaker 1: like those apps who were talking about Yeah, they're like

884
00:53:15,800 --> 00:53:18,319
Speaker 1: all over the place, right, Yeah, they're all over the place.

885
00:53:18,360 --> 00:53:21,839
Speaker 1: But they're also they're interactive. So your kid is actively

886
00:53:22,000 --> 00:53:25,040
Speaker 1: participating in something that has to do with the brain

887
00:53:25,560 --> 00:53:29,560
Speaker 1: on the couch. Yeah right, But they're interacting with that brand,

888
00:53:29,920 --> 00:53:32,520
Speaker 1: you know, in their in their head. They're also immersed

889
00:53:32,719 --> 00:53:38,759
Speaker 1: into a branded environment for long periods of time. Plus also, um,

890
00:53:38,880 --> 00:53:41,600
Speaker 1: a lot of the advertising, if not a hundred percent

891
00:53:41,680 --> 00:53:47,040
Speaker 1: of it, is um targeted. Right. They're using metadata based

892
00:53:47,080 --> 00:53:51,279
Speaker 1: on the your kids other play habits, search history, other

893
00:53:51,320 --> 00:53:55,040
Speaker 1: apps that's downloaded where your kid lives, any demographic information

894
00:53:55,040 --> 00:53:57,920
Speaker 1: they can get to make the add like even more

895
00:53:57,960 --> 00:54:02,000
Speaker 1: targeted to him that works on its Yeah, I can't imagine.

896
00:54:02,080 --> 00:54:04,399
Speaker 1: It must be like utter magic on a kid. I'll

897
00:54:04,400 --> 00:54:06,680
Speaker 1: buy you can be like, watch, I'll make that kid

898
00:54:06,680 --> 00:54:08,680
Speaker 1: get off the couch right now, watch this. I'll send

899
00:54:08,719 --> 00:54:10,719
Speaker 1: him this ad. The kid gets off the couch and

900
00:54:10,760 --> 00:54:13,120
Speaker 1: goes to the fridge. You know. Yeah, there's a very

901
00:54:13,120 --> 00:54:17,080
Speaker 1: Truman Show element to it. Yeah, it seems like um,

902
00:54:17,120 --> 00:54:20,120
Speaker 1: but then again, you you like you said, you hear

903
00:54:20,200 --> 00:54:22,960
Speaker 1: the companies and the food industry and people saying there's

904
00:54:23,000 --> 00:54:25,719
Speaker 1: just consumer demand. It's up to the parents like, say no,

905
00:54:26,200 --> 00:54:29,719
Speaker 1: don't let your child pester you into buying something, be

906
00:54:29,800 --> 00:54:32,360
Speaker 1: a good parent. And that's definitely that seems to be

907
00:54:32,400 --> 00:54:35,960
Speaker 1: their position. The counter to that is, well, if you

908
00:54:36,000 --> 00:54:38,200
Speaker 1: guys think that the parent really has any kind of

909
00:54:38,239 --> 00:54:41,360
Speaker 1: say over this, how why are you spending eighteen billion

910
00:54:41,400 --> 00:54:44,520
Speaker 1: dollars a year advertising directly to children. Why don't you

911
00:54:44,719 --> 00:54:46,680
Speaker 1: spend that money on me? They're like, oh, we like

912
00:54:46,719 --> 00:54:49,279
Speaker 1: a good fight, right, we don't like money like the

913
00:54:49,320 --> 00:54:52,960
Speaker 1: way we're trying to be see a good competitive situation.

914
00:54:53,719 --> 00:54:59,440
Speaker 1: Plus also, these these um the advertisers have a tremendous

915
00:54:59,440 --> 00:55:03,359
Speaker 1: amount of our when they're going directly to a kid

916
00:55:03,719 --> 00:55:08,240
Speaker 1: to go around the parent and apparent it's any parent

917
00:55:08,560 --> 00:55:11,680
Speaker 1: just by definition as harried as far as a human

918
00:55:11,680 --> 00:55:14,840
Speaker 1: being goes, right, So they don't have time necessarily to

919
00:55:14,920 --> 00:55:18,560
Speaker 1: keep up with everything their kids watching, encounter every argument

920
00:55:18,719 --> 00:55:21,279
Speaker 1: and every pester session that their kid comes at them with,

921
00:55:21,560 --> 00:55:24,520
Speaker 1: and advertisers know that, and it's it's I mean, it's

922
00:55:24,600 --> 00:55:27,120
Speaker 1: that's unfair as well. Yeah, it was a lot easier

923
00:55:27,320 --> 00:55:31,399
Speaker 1: back in the day to regulate and monitor what kind

924
00:55:31,400 --> 00:55:34,960
Speaker 1: of content your children were made available to because you

925
00:55:34,960 --> 00:55:39,600
Speaker 1: had TV and there were three channels you know pretty much. Um,

926
00:55:39,640 --> 00:55:43,560
Speaker 1: and there was something called outside. Yeah, alright, so how

927
00:55:43,680 --> 00:55:47,399
Speaker 1: you combat this? Well, again, if you can find time

928
00:55:47,400 --> 00:55:50,359
Speaker 1: in your harried life, there are some techniques that you

929
00:55:50,400 --> 00:55:55,479
Speaker 1: can use, apparently magically talking to your kid. Yeah. Kids

930
00:55:55,480 --> 00:55:59,360
Speaker 1: are smart, Yeah, they unless it comes to discerning ads.

931
00:56:00,000 --> 00:56:02,000
Speaker 1: We always joke about dumb kids, and that's always a

932
00:56:02,080 --> 00:56:05,000
Speaker 1: joke because kids are very very smart. Kids get things.

933
00:56:05,680 --> 00:56:10,440
Speaker 1: And if you talk to your kids about what buying

934
00:56:10,480 --> 00:56:13,880
Speaker 1: things means, and what advertising is and the difference between

935
00:56:13,920 --> 00:56:18,799
Speaker 1: wants and needs and how marketing works, like on very

936
00:56:18,800 --> 00:56:21,799
Speaker 1: basic levels, you can have these discussions from an early

937
00:56:21,880 --> 00:56:29,279
Speaker 1: agents and um, the value of of spending smartly. Right,

938
00:56:29,360 --> 00:56:32,440
Speaker 1: So that's actually there's a tech. There's something. There's a

939
00:56:32,480 --> 00:56:37,120
Speaker 1: concept called media literacy. And up until fairly recently, this

940
00:56:37,280 --> 00:56:42,080
Speaker 1: was the prescription for combating advertising the kids, among parents,

941
00:56:42,480 --> 00:56:45,319
Speaker 1: and it was exactly what you just described, sitting down

942
00:56:45,440 --> 00:56:47,800
Speaker 1: explaining them like why do you why do you want that?

943
00:56:48,000 --> 00:56:50,560
Speaker 1: Do you want it? Do you need it? Um? Yeah?

944
00:56:50,640 --> 00:56:53,920
Speaker 1: Like what is there something better that's less expensive or

945
00:56:54,040 --> 00:56:56,680
Speaker 1: the same thing that's less expensive, and just teaching them

946
00:56:56,680 --> 00:56:59,840
Speaker 1: that that's media literacy, and it's teaching them to create

947
00:57:00,120 --> 00:57:04,479
Speaker 1: a cynical filter that when they're being advertised to they're

948
00:57:04,560 --> 00:57:07,040
Speaker 1: being manipulated and they need to take it with a

949
00:57:07,040 --> 00:57:09,200
Speaker 1: grain of salt. And then you have to go, Okay,

950
00:57:09,400 --> 00:57:11,480
Speaker 1: this is what a grain of salt means, to take

951
00:57:11,480 --> 00:57:14,120
Speaker 1: a step backwards, right. Cynicals is such a bad word,

952
00:57:14,120 --> 00:57:17,640
Speaker 1: though it's maybe discerning. That's another word for sure. The

953
00:57:17,720 --> 00:57:21,800
Speaker 1: problem is is people like the Campaign for a Commercial

954
00:57:21,800 --> 00:57:26,120
Speaker 1: Free Childhood says, again, what you're doing is teaching kids

955
00:57:26,160 --> 00:57:30,080
Speaker 1: to be good consumers. You're focusing on consumerism. You're teaching

956
00:57:30,120 --> 00:57:33,280
Speaker 1: them everything there is to know about consumerism. Let's just

957
00:57:33,440 --> 00:57:37,360
Speaker 1: remove kids from the equation of our consumerism. So media

958
00:57:37,400 --> 00:57:39,360
Speaker 1: literacy has kind of fallen out of favor in the

959
00:57:39,400 --> 00:57:42,520
Speaker 1: last few years. Yeah, I mean it may be impossible.

960
00:57:43,240 --> 00:57:46,240
Speaker 1: That's the conclusion I came to, Like, our kids aren't

961
00:57:46,280 --> 00:57:51,280
Speaker 1: living our childhood life, and you can't expect that, you know, No,

962
00:57:51,760 --> 00:57:53,920
Speaker 1: it's and it's true. Like if you're like, no you

963
00:57:53,960 --> 00:57:56,200
Speaker 1: can't watch TV, or no you can't play video games,

964
00:57:56,280 --> 00:57:59,280
Speaker 1: or no you can't like use your YouTube app or whatever,

965
00:58:00,240 --> 00:58:03,479
Speaker 1: like would your kid have anything in common with any

966
00:58:03,560 --> 00:58:05,320
Speaker 1: of his her peers. I wanted you to be a

967
00:58:05,360 --> 00:58:09,480
Speaker 1: complete outcast. Yeah, an interesting one, but no one will

968
00:58:09,520 --> 00:58:11,600
Speaker 1: know how interesting and charming you are because they won't

969
00:58:11,640 --> 00:58:13,640
Speaker 1: talk to you. Yeah, they're like, but just wait when

970
00:58:13,640 --> 00:58:17,880
Speaker 1: you're in your thirties, you're really gonna blossom, Like what, Yeah,

971
00:58:18,240 --> 00:58:20,160
Speaker 1: you're gonna have a four oh one k already? Yeah,

972
00:58:20,280 --> 00:58:24,080
Speaker 1: no thanks, You're gonna be a real catch. Uh. Setting

973
00:58:24,080 --> 00:58:27,280
Speaker 1: limits on this exposure is is obviously kind of a

974
00:58:27,280 --> 00:58:32,000
Speaker 1: no brainer. Screen time and phones and gaming and internet

975
00:58:32,040 --> 00:58:35,760
Speaker 1: and all the things are inundated with um and limiting

976
00:58:35,760 --> 00:58:38,760
Speaker 1: your own screen time it's that's a big one. Yeah,

977
00:58:38,760 --> 00:58:41,040
Speaker 1: it's tough to tell the kid. You know, if you're

978
00:58:41,120 --> 00:58:44,200
Speaker 1: constantly staring at your telephone as a parent, you know

979
00:58:44,720 --> 00:58:48,080
Speaker 1: you can't see that stuff. Shut up, Barney Miller's on

980
00:58:48,080 --> 00:58:51,600
Speaker 1: on your phone. Yeah, I guarantee you can find where

981
00:58:51,640 --> 00:58:53,960
Speaker 1: your own Barney Miller on a phone some way. Well,

982
00:58:54,200 --> 00:58:56,880
Speaker 1: my Barney Miller app doesn't feature full length shows. Oh

983
00:58:56,880 --> 00:59:00,280
Speaker 1: it doesn't, just video clips, just clips. And there's a

984
00:59:00,320 --> 00:59:07,440
Speaker 1: game too. It's fun Mcbarney Miller. Um what else? Apparently

985
00:59:07,440 --> 00:59:13,720
Speaker 1: there's a book called The Barren Stain Bears Get the Gimmis. Yeah,

986
00:59:13,880 --> 00:59:15,520
Speaker 1: have you read that one? I don't remember that one.

987
00:59:15,680 --> 00:59:18,640
Speaker 1: I read the barren Stein Bears get the gimmis. Okay,

988
00:59:18,680 --> 00:59:21,440
Speaker 1: well this is at an alternate universe. Uh no, I

989
00:59:21,520 --> 00:59:23,840
Speaker 1: never heard of that one. Apparently it's all about teaching.

990
00:59:24,280 --> 00:59:27,120
Speaker 1: It's it's teaching kids how to um not be a

991
00:59:27,160 --> 00:59:30,680
Speaker 1: little brat's right, and to just chill out and be

992
00:59:30,800 --> 00:59:33,160
Speaker 1: happy with your two sticks that your parents gave you

993
00:59:33,200 --> 00:59:36,560
Speaker 1: to rub together. Uh. This last one or this last

994
00:59:36,600 --> 00:59:39,560
Speaker 1: bit I think was pretty interesting on how to how

995
00:59:39,560 --> 00:59:43,400
Speaker 1: to be involved in what they're watching. The three ways

996
00:59:44,320 --> 00:59:47,680
Speaker 1: co viewing it just means you're not even discussing it.

997
00:59:47,680 --> 00:59:51,160
Speaker 1: You're just sitting there and watching it with them like menacingly,

998
00:59:51,520 --> 00:59:55,160
Speaker 1: menacing overlord. Just cross your arms and look at them. Everyone,

999
00:59:55,160 --> 00:59:59,680
Speaker 1: So just relax. Do you feel like you should be

1000
00:59:59,720 --> 01:00:05,600
Speaker 1: watching this? Active mediation or instructive guidance is when you

1001
01:00:05,640 --> 01:00:09,480
Speaker 1: are watching and discussing things and saying, you know, like

1002
01:00:09,520 --> 01:00:12,160
Speaker 1: what we're talking about talking about these ads or whatever

1003
01:00:12,160 --> 01:00:15,560
Speaker 1: the content is. And then there's restrictive mediation, which is

1004
01:00:15,680 --> 01:00:19,280
Speaker 1: you can't watch that. Yeah, And apparently active and restrictive

1005
01:00:19,280 --> 01:00:23,600
Speaker 1: mediation has been shown to decrease kids asking for stuff,

1006
01:00:24,480 --> 01:00:27,360
Speaker 1: which is ultimately what the parent wants it's like, I

1007
01:00:27,360 --> 01:00:29,240
Speaker 1: don't care how b should get. I just don't want

1008
01:00:29,280 --> 01:00:31,800
Speaker 1: to hear you ask for another thing. That's what we're

1009
01:00:31,800 --> 01:00:34,640
Speaker 1: really after. If you get thin as a byproduct, great,

1010
01:00:36,200 --> 01:00:43,800
Speaker 1: you got anything else? I don't think so either. Oh.

1011
01:00:43,840 --> 01:00:46,000
Speaker 1: I did think this final bit was pretty interesting that

1012
01:00:46,040 --> 01:00:50,360
Speaker 1: you had in here that um they found that things

1013
01:00:50,440 --> 01:00:53,840
Speaker 1: the tactics to sell kids junk food have the same effect.

1014
01:00:53,960 --> 01:00:58,800
Speaker 1: So if you put carrots and celery and McDonald's rapper,

1015
01:00:59,200 --> 01:01:00,720
Speaker 1: the kids are going to be more apt to eat

1016
01:01:00,720 --> 01:01:02,560
Speaker 1: it than if you just gave them carrots and cellery.

1017
01:01:02,560 --> 01:01:07,000
Speaker 1: Though that's frightening, and I guess good, I guess, But

1018
01:01:07,120 --> 01:01:08,919
Speaker 1: again it goes to that heart of that thing where

1019
01:01:08,920 --> 01:01:12,480
Speaker 1: it's like you're just teaching kids. McDonald says, eat these carrots,

1020
01:01:13,160 --> 01:01:17,560
Speaker 1: not carrots are great in and of themselves. All right,

1021
01:01:17,720 --> 01:01:21,439
Speaker 1: Well that's advertising. The kids make of it what you will. Yeah,

1022
01:01:21,480 --> 01:01:25,080
Speaker 1: I'm gonna go walk out into traffic. Uh. If you

1023
01:01:25,120 --> 01:01:27,479
Speaker 1: want to know more about advertising to kids, well dig

1024
01:01:27,520 --> 01:01:29,720
Speaker 1: into the internet, because it's all over the place. I

1025
01:01:29,800 --> 01:01:34,120
Speaker 1: found a great site called the PBS Kids Don't Buy It,

1026
01:01:34,240 --> 01:01:37,320
Speaker 1: and it teaches kids how to discern ads at a

1027
01:01:37,400 --> 01:01:40,120
Speaker 1: younger age. It's neat you might want to start there. Uh.

1028
01:01:40,160 --> 01:01:43,200
Speaker 1: And since I said PBS kids, it's time for listener. Man,

1029
01:01:45,800 --> 01:01:50,720
Speaker 1: I'm gonna call this first time writer from a new listener. Hey, guys,

1030
01:01:50,920 --> 01:01:54,520
Speaker 1: new listener, first time writer. My boss used to work

1031
01:01:54,520 --> 01:01:56,840
Speaker 1: for Kinner in the eighties and the early nineties had

1032
01:01:56,880 --> 01:02:00,280
Speaker 1: some interesting tidbits about Star Wars toys. Kinner had a

1033
01:02:00,400 --> 01:02:08,880
Speaker 1: robin Hood Prince of Thieves collection, remember with the weird accent,

1034
01:02:08,960 --> 01:02:12,160
Speaker 1: that kind of it was a little British sometimes a

1035
01:02:12,240 --> 01:02:17,160
Speaker 1: little southern California kind of came and went. I have

1036
01:02:17,280 --> 01:02:18,880
Speaker 1: to say that I love that movie. When it came out.

1037
01:02:18,920 --> 01:02:26,080
Speaker 1: It's terrible, but it wasn't as good as Men in Tights. Oh,

1038
01:02:26,120 --> 01:02:28,320
Speaker 1: I remember robin Hood and Point Break came out that

1039
01:02:28,400 --> 01:02:30,920
Speaker 1: same summer. Yeah, I don't know why I remember that.

1040
01:02:30,960 --> 01:02:34,240
Speaker 1: It shoul remember him either. Whatever the heck of a summer.

1041
01:02:35,760 --> 01:02:40,000
Speaker 1: Uh of the robin Hood Prince of Thieves line was repurposed.

1042
01:02:40,080 --> 01:02:44,240
Speaker 1: I can't imagine why. Uh into the rerun of Return

1043
01:02:44,280 --> 01:02:47,680
Speaker 1: of the Jedi and at the time New Power of

1044
01:02:47,720 --> 01:02:51,200
Speaker 1: the Force line of toys, most notable, the Sherwood Forest

1045
01:02:51,240 --> 01:02:55,480
Speaker 1: Place set was simply rebranded the Ewok village and the

1046
01:02:55,720 --> 01:03:01,400
Speaker 1: robin Hood Battlewagon. Uh was altered slightly in the Ewok Battlewagon.

1047
01:03:02,200 --> 01:03:04,160
Speaker 1: It's pretty smart when you think about it. They're all

1048
01:03:04,200 --> 01:03:07,160
Speaker 1: forest bandits. Um. Also, there was one figure of the

1049
01:03:07,240 --> 01:03:10,600
Speaker 1: robin Hood line. That one figure that was reported repurposed

1050
01:03:11,320 --> 01:03:14,080
Speaker 1: from the original eighty three Return of the Jedi line.

1051
01:03:14,120 --> 01:03:17,560
Speaker 1: The Friar Tuck action figure was a more smooth out

1052
01:03:17,640 --> 01:03:21,280
Speaker 1: version of the Gamorian Guard, the pig like guard in

1053
01:03:21,360 --> 01:03:26,320
Speaker 1: Java's Palace, remember, with a new head plopped on. That

1054
01:03:26,360 --> 01:03:30,000
Speaker 1: sounds about right. I had another listeners send in um

1055
01:03:30,040 --> 01:03:34,640
Speaker 1: a video of Rick Springfield's Star Wars collection that No,

1056
01:03:34,720 --> 01:03:37,200
Speaker 1: I haven't seen it yet, dude, I saw the email,

1057
01:03:37,440 --> 01:03:43,760
Speaker 1: haven't seen the video. Rick Springfield is the most avid

1058
01:03:43,800 --> 01:03:47,960
Speaker 1: collectors of Star Wars figures, Like he literally has one

1059
01:03:48,000 --> 01:03:50,600
Speaker 1: of a kind figure, the only known one in the

1060
01:03:50,600 --> 01:03:54,160
Speaker 1: world he has. Is it that Boba fette with the

1061
01:03:54,400 --> 01:03:56,800
Speaker 1: missile launch? He does? He has several of those? Apparently

1062
01:03:57,120 --> 01:04:02,280
Speaker 1: He's like I used those toilet paper. Um. Yeah, everyone's

1063
01:04:02,280 --> 01:04:09,280
Speaker 1: while just up, but um, it was. I was impressed

1064
01:04:09,320 --> 01:04:11,040
Speaker 1: and he was. He's like from the time I was

1065
01:04:11,040 --> 01:04:14,080
Speaker 1: a kid, I collected him and I, uh, it was

1066
01:04:14,120 --> 01:04:16,840
Speaker 1: a little bit older when the Star Wars things came out,

1067
01:04:16,880 --> 01:04:19,280
Speaker 1: Like he always collected things, but when Star Wars came out,

1068
01:04:19,320 --> 01:04:22,920
Speaker 1: he was older, so he started not opening them because

1069
01:04:23,040 --> 01:04:24,880
Speaker 1: he was over playing with them. But he really just

1070
01:04:24,960 --> 01:04:27,560
Speaker 1: loved the packaging. I thought they were beautiful and cool

1071
01:04:28,120 --> 01:04:31,840
Speaker 1: and has this amazing collection. How do you recommend? Just

1072
01:04:31,920 --> 01:04:35,160
Speaker 1: YouTube Rick Springfield Star Wars. There's some really big Star

1073
01:04:35,200 --> 01:04:38,920
Speaker 1: Wars magine there too. There. It's very jealous of Rick Springfield, right,

1074
01:04:39,600 --> 01:04:42,720
Speaker 1: did I had Ricky's collection? All right? Anyway? That was

1075
01:04:42,800 --> 01:04:47,840
Speaker 1: from He just says, cheers from Cincinnati, Ohio. That doesn't count.

1076
01:04:49,000 --> 01:04:53,680
Speaker 1: That's dup. Well, thank you anonymous listener who apparently he's

1077
01:04:53,680 --> 01:04:59,280
Speaker 1: worried about being fired for revealing Kenner Cincinnata. If you

1078
01:04:59,320 --> 01:05:01,160
Speaker 1: want to get into to this, you can tweak to

1079
01:05:01,240 --> 01:05:03,000
Speaker 1: us at Well. You can hang out with me at

1080
01:05:03,080 --> 01:05:05,200
Speaker 1: Josh M Clark on Twitter. You can also go to

1081
01:05:05,440 --> 01:05:07,640
Speaker 1: s Y s K podcast. You can hang with Chuck

1082
01:05:07,680 --> 01:05:10,920
Speaker 1: at Charles W. Chuck Bryant and at Facebook dot com

1083
01:05:10,960 --> 01:05:13,280
Speaker 1: slash Stuff you Should Know. You can send us an

1084
01:05:13,280 --> 01:05:15,560
Speaker 1: email the Stuff podcast at how Stuff Works dot com.

1085
01:05:15,720 --> 01:05:17,360
Speaker 1: That's always joined us to her home on the web.

1086
01:05:17,560 --> 01:05:26,520
Speaker 1: Stuff you should Know dot com for more on this

1087
01:05:26,720 --> 01:05:29,240
Speaker 1: and thousands of other topics. Is it How Stuff Works

1088
01:05:29,240 --> 01:05:38,440
Speaker 1: dot com