Posted on: Sunday, December 21, 2003

FAMILY MATTERS
Teaching child to steer through wasteland of junk-product ads

By Michael C. Demattos

I called to her from the den, but there was no response.

I could have sworn that I saw my daughter trot by just moments earlier.

Something in my gut told me that I should look for her. Something was wrong.

I began to search. Where was she? Why didn't she say something? My questions were soon answered as I entered the living room. There sat my daughter, eyes glued to the TV, watching commercials.

I waved my hand in front of her eyes to try to break the spell while images of the "rainbow pen" flitted across the screen. It was no use. She was gone. That was in June.

Then in late July she came to me and said that she wanted a "magic tracing board" for Christmas.

Donning her deepest TV voice, she said, "Just place a picture under the 'magic board' and make copies within seconds. Impress your family and friends. Make exciting posters for your bedroom wall. You can do it all with the 'magic board.' "

Then in late October, my worst fears were confirmed. On the drive to school early one morning, she told Mom about a new tool that could make my life better.

"The 'dent detector' can find and repair unsightly automobile dents without costly bodywork," she said.

She was sure this would make a great gift for Dad.

We needed an intervention. Fast. It was bad enough that she was being coerced by the guile of advertisers, but the junk she wanted was appalling.

I was hoping for more common sense — or at the very least, better taste in gifts.

My future depends on it. When she gets older and has the resources to finally buy me gifts, I want cool stuff, not a dent detector.

Folk in the United States are bombarded by advertisements. Most of it junk! Some estimate we view no fewer than a thousand ads a day. By 10 years old, our kids have full brand recognition. It was clear to her mom and I that simple TV monitoring was not going to be enough. We live in a consumer-driven world, and my daughter needed a quick education.

We developed a plan.

Do not ask me how I know, but I am confident that Santa will bring her the "magic board" she longs for, and it will not live up to her expectations. Her disappointment will be her salvation, and we will all be the better for it.

If our task fails? I do not even want to think about that. Ideally, I would want my daughter to become a savvy consumer who understands the value of money. (If not savvy, then I hope she at least develops good taste. A cheesy TV shopper hurts us all.)

I can see myself now, surrounded by tacky, useless gifts.

If push comes to shove, I will have no choice but to recycle and re-gift. It could start the proverbial snowball rolling down the hill.

Are you ready for your very own dent detector? No? I guess your fate is in my hands.

Wish me luck.

Family therapist Michael C. DeMattos has a master's degree in social work.