115: Advertising to Children
Published July 5, 2020
52 min
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    We're almost (but not quite!) at the end of our lengthy series on the intersection of money and parenting. Most recently, we talked with Dr. Allison Pugh to try to understand the answer to the question "Given that advertising is happening, how do parents and children respond?" In this episode we take a step back by asking "what about that advertising?" with Dr. Esther Rosendaal of Radboud University in the Netherlands whose research focuses on children's understanding of advertising messages. Can children understand that advertising is different from regular TV programming? At what age do they realize an advertisement is an attempt to sell them something? And what should parents do to reduce the impact of advertising on children? It's all here in this episode.   [accordion] [accordion-item title="Click here to read the full transcript"] Jen 00:03 Hi, I'm Jen and I host the your parenting Mojo podcast. We all want our children to lead fulfilling lives. But it can be so hard to keep up with the latest scientific research on child development and figure out whether and how to incorporate it into our own approach to parenting. Here at your parenting Mojo, I do the work for you by critically examining strategies and tools related to parenting and child development that are grounded in scientific research and principles of respectful parenting. If you'd like to be notified when new episodes are released, and get a free guide to seven parenting myths that we can safely leave behind seven fewer things to worry about. Subscribe to the show at your parenting Mojo calm. You can also continue the conversation about the show with other listeners in the your parenting Mojo Facebook group. I do hope you'll join us Hello and welcome to the your parenting Mojo podcast. Today's episode is a continuation of a series that I'm doing on the intersection of childhood and money. We started by talking with New York Times money columnist Ron Lieber, on his book, The Opposite of Spoiled, and then continue the conversation with Dr. Brad Klontz about the money scripts that we pass on to our children. Next, we heard from Dr. Allison Pugh who studies the way that parents and children manage in our consumerist culture. Dr. Pugh is a sociologist who is more interested in how people interact with each other than the ways their brains work. And she also takes advertising as a given and says, since advertising and commercialization is happening, how do parents and children respond? But of course, there's another side to the story. And that's the perspective that yes, advertising is happening and what does this mean for our children? How do our children perceive advertisements? Can they understand when a company is trying to sell them something and can we teach them to be more aware about this or is it a lost cause? Our guest today is Dr. Esther Rozendaal. She's an associate professor At the behavioural Science Institute, as well as an associate professor in communication science at Radford University in the Netherlands. Dr. Rozendaal is an expert on young people's media and consumer behaviour and Her research focuses in large part on children and advertising. She obtained a master's in Business Economics from Erasmus University Rotterdam followed immediately by an MSc in social psychology from the University of Tilburg in the Netherlands, followed by a PhD from the University of Amsterdam, for which she wrote her dissertation on the topic of advertising literacy and children's susceptibility to advertising. Welcome Dr. Rozendaal. Thank you. Thanks so much for being here with us. So I wonder if we can sort of start at the beginning and just say, Okay, why do companies advertise? It seems as though companies advertise products because they want us to buy the products. But how does this actually happen? What kind of changes does advertising bring about in I guess all people, children and...
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