My Big Boy used to groan with boredom when the ad breaks appeared, asking how many minutes until his show came back on. Then he started to pay attention to ads with a catchy tune or beat, or even just something repetitive - AAMI’s ‘What about me?’ ad and ‘O O O…O’Brien!’ could (and still do) cause him to put a pause on Lego building or crazy thrashing around the lounge room. Insurance is innocent enough, and not highly relevant at this stage, so no real concern there. But lately things have shifted again as my spongey preschooler is drawn into the evil world of advertising.
I have always been proud of the fact that my Big Boy has a pretty healthy diet. He doesn’t drink, or even like, anything other than milk or water. Offer him a ‘fizzy drink’ or cordial and he screws up his face. Manage to get some past his lips and he spits it out in disgust. In his four and a half years he has only ever had the Golden Arches on two occasions, and even then, he thinks it’s a cafe called ‘Old MacDonalds’ (we don’t tell him the name, for fear of an addiction). Nup, he’s a boy of simple taste who has largely remained oblivious to the evils of fast food. But lately?
“Ooo, I love this ad. Mum, can we make one of them tonight?”
It’s the Hungry Jacks ad featuring a brekkie wrap – a hideous looking thing with rubbery egg, bacon and a patty professing to be meat. Also showing during this 20 seconds of evil is a cappuccino, complete with chocolate dusting.
“What is it that you like about it?”
“I just like it. It looks yummy.”
“But what about it looks yummy?”
“The chocolate sprinkles.”
“So you don’t like the look of the food?”
“Yeah, that looks yummy too. Can we make it?”
I silently curse Hungry Jacks and their advertising people. They got him on the chocolate dusting and made him think that he wants a breakfast wrap! I also curse KFC and their chicken burger, to which Big Boy responded with the same request about making ‘one of those’… BUT, I shouldn’t complain too much, because he isn’t asking to ‘go there’, just to ‘make one’. So we made a delicious, healthy chicken burger last week and he loved it. Ha! Evil advertisers of evil fast food, I think I’m still on top of you. But I do sense that we’re turning a corner and any day soon he will be asking to have, make, consume, borrow or visit anything that appears on TV. I guess that’s when the TV gets thrown out, along with all catalogues. Sounds reasonable, doesn’t it?
