Mischievous marketing to children.

A few days ago, my son Fintan, 8, asked a question that made me wonder at the deviousness of marketers.

“Do Smarties make you smarter?”, he asked, most innocently. He seemed quite prepared to believe that they did.

“No, Fintan, it is just a name.”

He didn’t seem entirely satisfied with that. I intuited his unspoken thoughts as being along the lines of: “If they don’t make you smarter, why call them that, then?”

This little exchange drove me to ponder the freedoms we give marketers: they are allowed to call their products anything at all – yet, sometimes, they don’t seem to use this freedom honestly. Fintan was right. There IS the suggestion in the name “Smarties”, that the product is connected, somehow, to smartness. It IS a fair and quite reasonable step to infer, as Fintan had, that the product must be so called, because, somehow, it induced “smartness”. Indeed, perhaps that is exactly the reason they were named “Smarties” in the first place. Perhaps, they wanted children, all over the world, to associate their product with smartness and consume them, therefore, in increased numbers, motivated by the illusion that they were going to enjoy positive cognitive change.

Children and unintelligent adults are susceptible to manipulation through the naming and marketing of products. It would seem wise, to me, to place safeguards on the naming of products so that false associations and inferences are not attached to products, for the purpose of increasing sales to vulnerable groups. Fintan is a bright child. He is socially very switched on. Yet, his conclusion when faced with a product named: “Smarties”, is that they must induce smartness – for why else call them that? How many other children, around the world have the same, perhaps unvoiced thought? How many of them UNCONSCIOUSLY make that link and are motivated to buy them? It is a somewhat disturbing thought. In a way, there is something unethical about naming a product with a reference to a property it doesn’t have, creating an association it cannot fulfil. Smarties don’t make you smart – but they might make you fat, or your teeth rot, if overly consumed. That would be a fair set of truer associations to link to the product, than “they make you smart”.

The funny thing is, that, until Fintan pointed it out, I had never reflected on the implications of the name “Smarties”. Sometimes, children are quicker to see the broader truths of things, in their world, than we are. Perhaps that is because they are thinking about them for the first time, and trying to find meaning in them – whereas adults, in some ways, have lost that habit, to some extent.

Thank you, Fintan, for your question. Smarties won’t make you smarter – but perhaps thinking about them will.

Posted by Valentine Cawley

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Fast food and young children

Do all children instinctively love fast food? Is the marketing to young children universally successful?

You would think so, superficially. Fast food restaurants choose bright, garish colours that seem to appeal to children. The adverts are often fun and fast paced, for limited attention spans. The food is sugary, fatty and laced with flavour enhancers (I once read that a particular fast food from a Big Name fast food restaurant had 22 flavour enhancers of various kinds in it. Ouch.) The food is, in short, designed to be as addictive as possible.

Yesterday, Tiarnan, 22 months, was watching TV. A Big Name fast food chain advertisement came on - promoting the usual range of palatable, but unhealthy foods.

Our toddler son waited until the ad was over then said: "Urgh!", stuck his tongue out, and said, "Not nice!".

Well, it is back to the marketing department with that one, I think. There is one toddler in the world, at least, who is unconvinced by the attempts to entice him to eat junk.

I wonder how many other toddlers out there react similarly?

(If you would like to learn more of Ainan Celeste Cawley, a scientific child prodigy, aged eight years and no months, or his gifted brothers, Fintan, four years and five months, and Tiarnan, twenty-two months, please go to: http://scientific-child-prodigy.blogspot.com/2006/10/scientific-child-prodigy-guide.html I also write of gifted education, IQ, intelligence, the Irish, the Malays, College, University, Chemistry, Science, genetics, left-handedness, precocity, child prodigy, child genius, baby genius, adult genius, savant, gifted adults and gifted children in general. Thanks.)

A little shop of horrors.

Today, we went to the airport, fairly early, in a surprise visit, to see my mother and sister off on their journey back home.

In the course of that visit, we passed a clothing shop, on the concourse. There were six of us: my mother, my sister, Syahidah, Ainan, Tiarnan and myself. Fintan was busy elsewhere. As we passed the shop, Tiarnan suddenly stopped and said: "Tacot" (spelling to be checked), which is Malay for "I am scared." What was he scared of? A mannequin stood before him, without an essential part of its anatomy. It was headless. Tiarnan found this apparition scarey. He tapped his chest in the symbol for fear and looked up at the unfortunate "person" before him. Why would a headless body be wearing a short-sleeved shirt in a shop, he may have wondered?

Then he noticed something at the other side of the shop and pointed: "There's the head!", he said.

Sure enough. At the other side of the shop, there was a head, on its own, without a body, wearing sun glasses. Tiarnan had, seemingly, found the headless one's head. He was somewhat relieved to have found the unfortunate mannequin's head for him, but I don't think he was entirely reassured that it was a sensible arrangement - to have one's head so far separated from one's body.

Tellingly, he wouldn't venture into the shop. He bypassed it carefully, leaving the headless and bodiless ones to their fate.

How funny it is to see an innocent child's reaction to modern marketing practices. Truly, it is a fearful thing to sell a shirt with a headless body - or to sell sunglasses with a bodiless head. Certainly, anyway, in the eyes of a twenty-two month old toddler.

He was happy to be led away to a less scarey part of the airport.

(If you would like to learn more of Ainan Celeste Cawley, a scientific child prodigy, aged eight years and no months, or his gifted brothers, Fintan, four years and five months, and Tiarnan, twenty-two months, please go to: http://scientific-child-prodigy.blogspot.com/2006/10/scientific-child-prodigy-guide.html I also write of gifted education, IQ, intelligence, the Irish, the Malays, College, University, Chemistry, Science, genetics, left-handedness, precocity, child prodigy, child genius, baby genius, adult genius, savant, gifted adults and gifted children in general. Thanks.)