Saying 'No' to Your Children

When it comes to the persuasive power of adverts aimed at children, advertisers have parents and guardians comprehensively outnumbered. A child is subjected to literally thousands of adverts every year, in books, print magazines, TV and the Internet. For each advert the advertisers have worked with industry experts employing clever techniques to try and part children (or more likely, their parents) with as much cash as possible.

So what chance do parents stand of protecting children against this sophisticated persuasive onslaught? If they learn to say no, more of a chance than they might think.

Harnessing The Power of ‘No’

Advertisers know that generating the all-important ‘nag factor’ is a powerful way to get kids to pester their parents for new products. In many ways it’s unrealistic to criticise children for wanting toys and games that they’ve seen in adverts. After all, most younger children won’t understand how an advert really works, let alone be able to critically evaluate the claims advertisers make.

Still – that doesn’t mean that parents should cave in to every request for a heavily advertised toy or game. Saying ‘no’ is an important part of setting boundaries for children. Self control is also an essential life skill that, if learned from a young age, can help children grow into well-rounded adults.

Tips On Saying ‘No’

Remember what it was like to be a child. The chances are that you once had a burning desire for a toy that your parents couldn’t, or wouldn’t, provide. If your child is upset, tell them you empathise with them and let them know that you survived OK without your ‘must-have’ play-thing.
Try and keep a sense of proportion about saying ‘no’. While children may honestly believe that owning a new toy that the rest of their class claims to have is a matter of life and death, they’ll forget about it soon enough.
Make sure that ‘no’ means ‘no’. Saying ‘no’ and then changing your mind means children are less likely to take what you say at face value. It could also cause problems when you are trying to set boundaries for them as teenagers.
Present a united front. If you say ‘no’ – the chances are that your child will run to your partner to try and get a different decision. Be sure to let them know that these ‘divide and rule’ tactics just won’t work!
Don’t feel guilty. As a parent you’ve got good reasons for saying ‘no’, so don’t let advertisers make you feel bad for sticking to your beliefs. There’s an awful lot of pressure around to let modern kids have anything they want – but it’s important for children to be able to distinguish between ‘want’ and ‘need’.

Finally, if saying ‘no’ makes you feel like an ogre, remember that there’s plenty that you can give your kids that isn’t advertised on TV. Family picnics, and bedtime reading sessions are priceless gifts that children will remember long after this season’s ‘must-have’ game has been forgotten forever.