Watching the Super Bowl 2010 Ads: What's Age-Appropriate?
Ads impact children
Budweiser, Doritos, EA Games, and Focus on the Family
Issue ads
Be prepared to talk with your kids
Ad-proofing your kids
Ever since Janet Jackson’s 2005 “wardrobe malfunction,” when Justin Timberlake ripped her shirt and exposed her nipple, the Super Bowl has come in for special scrutiny. Why? Because the Super Bowl actually represents a moment when families sit down and watch TV together. Which means we're pretty much a captive audience and can be surprised by just about anything that happens during the live game -- including the ads.
America pays almost as much attention to Super Bowl ads as we do the fumble on the three yard line. It's become a national sport to rate the ads the next day -- in the office and in the schoolyard. As adults, we may be evaluating an ad's humor or creativity, but the impact on kids can be quite different. Remember the Budweiser frogs? So do kids. A study by the Center on Alcohol Advertising showed that 9- to 11-year-old kids had higher recall (73%) of the Budweiser frogs' slogan than the Mighty Morphin' Power Rangers (39%). And kids knew what the frogs were selling: 81% identified beer as the product promoted by the frogs.
Although the content of Super Bowl ads tends to be a closely guarded secret, the big advertisers are announced far in advance of the game. Some of the 2010 ads will be age-appropriate for young kids, but a lot of them won't. Keeping with tradition, there will be plenty of beer commercials from Anheuser-Busch. Which is fine for grown-ups. But alcohol messaging needs to be managed with kids, since the simple truth is that they're powerfully influenced by alcohol branding. There will also be some junk food ads, a few movie spots that will almost certainly feature PG-13 movies (except for a Disney ad), and EA Games has purchased a commercial slot for the first time. While we’d like to think it’s for Madden Football, which is age-appropriate for kids, the ad could easily feature the quite violent M-Rated Dante’s Inferno, which is scheduled for release two days after the Super Bowl. That’s a game you don’t want your kids playing. Trust us.
But this year's big news comes from CBS' decision to break with precedent and air an ad from the advocacy group Focus on the Family. Networks haven't run "issue ads" in the past. And while Focus on the Family describes the ad -- which features Heisman Trophy winner Tim Tebow and his mother, Pam Tebow -- as a celebration of family and a celebration of life, many groups have expressed concern that the ad is a veiled pro-life commercial. Reuters news service reports:
"'The Tebows said they agreed to appear in the commercial because the issue of life is one they feel very strongly about,' it [Focus on the Family] said in a statement on its website. While the statement does not explicitly mention abortion, 'issue of life' is often akin to opposition to abortion rights in conservative Christian circles. Media reports have said the ad is expected to focus on Pam Tebow's decision to carry Tim to term despite a recommendation from doctors that she have an abortion."
What you believe is up to you. But the issues of pro-life or pro-choice are complicated moral questions that aren't age-appropriate for young children who may not even know about the birds and the bees yet. The timing of when to initiate a discussion of the issues surrounding this hot-button subject should belong to individual families, not to a broadcaster. And while you may not bring the ad to your kids' attention in your living room, it's possible that they'll hear about it on the playground. The simple fact is that you'll need to be prepared to discuss your beliefs with your children if they bring it up.
Ads make a huge impact on our kids. Of course, some ads are entertaining -- even innovative -- but viewing them with a critical eye means that kids will have more freedom of choice about which messages they choose to listen to ... and which they don’t. So here are some suggestions for ad-proofing yours:
Kids under 7 may not understand that an ad's purpose is to sell them a product rather than entertain them. You can point out that the ads they see during the Super Bowl are really meant for grown-ups. Ask them what they think the ads are selling. Sometimes they won't even know. And hit the mute button for alcohol ads or spots with violent content. Neither are age-appropriate.
Share some facts. The food and beverage industry spends more than $10 billion targeting children and youths though TV ads, coupons, contests, public relations promotions, and packaging. And 80% of the TV commercials are for fast food, candy, cereal, and toys.
Give your kids some ad-proofing decoder tips: Ask them who they think created the ad and why they're sending the messages they are. Who makes money from the ads? What tricks do your kids think were used by the advertiser to make them want to buy the products being promoted? Does the ad use a favorite celebrity? Does it have some feelings associated with the product -- like happiness? What isn't the ad telling them? Calorie count missing? Alcohol illegal for people under age 21? The featured video game costs a mint?
Distinguish fantasy from reality. How many calories are in that jumbo burger and soda and those extra-large fries? How many hours of exercise would it take to burn those calories off?
When it comes to "issue ads," if your kids are too young to understand -- hit that mute button. But if they're old enough to talk about the issues, make sure that they're learning about your perspective and values from you, not getting secondhand opinions from the media or uninformed kids on the playground.
You know what, There is nothing wrong with your five your five yeaar old seeing a beer commerical. I did. It won't turn them into an alcoholic.
Hey Common Sense. I'm Pro Life and Get ready to remove my comment. And maybe you should remove yours to, just because it has nothing to do with Ads. You are a bunch of Pro Choice Communist loosers, who run a site for a small precent of parents who have no idea how to raise there children. Oh look, those two people are kissing, let's go ahead and make it unavailble for two year olds. Let's also give it a 4 on the SEX meter!!!
Commercial Advertisements have a big impact to children. That is why they really have to think of the good way on how to advertise it because children are always watching televisions and they come to memorize all the advertisement that they are watching.
The big thing this year has been Pants on the Ground, and this year's Super Bowl Commercials certainly reflected the trend. To combat this disturbing development, Dockers has, in their wisdom, begun a promotion whereby people can sign up to win one of 2010 pairs of free Dockers. Free pants are nice, good free pants are better – people can sign up until February 2010, when the winners are allotted their free clothing. The rest of us will have to still get payday loans or save up for good slacks – Dockers will also send a coupon to anyone who signs up by e-mail.
Yes i think super bowl should do thes ads they are sow finny i love the doritos and more i think yes.
Yes i think super bowl should do thes ads they are so funny i love the doritos and more i think yes
What I think is sad is that so much fuss is being made over a commercial that is really only about love. It is only someones opinion on what they did in their life. Why is everyone so threatened? Every year the Superbowl is full of very inappropriate commercials for children. Does "Godaddy" make everyone just as upset. Most children will probably not even pay attention unless the commercial has an animated amphibian in it or the latest pop star. It is free speech. It does sadden me as a parent that our society is more upset about a mom expressing her love for her child than encouraging people to drink and party half naked. And no, don't just assume my political views on this matter because of my opinion stated here. It is never only black and white.
Thank you Common Sense for giving me a chance to voice my opinion. : )
My two comments were also deleted, I guess because they were pro-life.
NOTE FROM COMMON SENSE: Your posts were deleted because they contained comments that did not talk about the subject -- ads and the media. As is clear from other comments, we are happy to display all points of view as long as they are relevant to the subject discussed in this article. Thanks.
Part of the issue for me is age appropriateness. When my older son was six years old, he got up well after his bedtime and snuck down two flights of stairs to catch me watching a TV show in which a teenager was talking to her doctor about an abortion. He really wasn't ready to know what that world meant and was horrified and upset that anyone would do such a thing. So if you have young kids and think the conversation might go in that direction, it's best to be warned. We had a good conversation in the end, but I would have preferred a different start for our first in depth talk about where babies come from.
Our kids were showering during the 2005 half-time, thank goodness. But all the erectile dysfunction ads were awful family viewing. Now that my kids are 10 and 13, I certainly don't have a problem with their seeing a pro-life ad.
I find this whole blog quite ironic and even humorous. While I understand the philosophy behind some of the statements about whether a commercial referring to abortion is appropriate to young children, I find it interesting that there so many objections to a pro-life commercial on a web site such as this. The media is inundated with such controversial subjects, kids are seeing and hearing about abortion issues all of the time. It is a major issue with the health care reform bill. They also get to hear about erectile dysfunction, same sex marriage, divorce, infidelity in the White House, drug abusing movie stars and singers, and the list goes on and on. I personally welcome such a message in this era of controversial message overload. I am certainly not proposing that children be taught about the "birds and the bees" (meaning the actual physical contact between consenting adults) before the age of reason. However, if the question comes up, is it possible to include certain facts about the atrocities in our world in a simplistic manner? I want to throw out this question. If a child is 2, and her mother is pregnant, does she get some sort of age appropriate information about what is going to happen in 9 months or where that baby came from? Also, if a child is under 5, do they really care about watching the Superbowl? If they saw an Ad such as this, would they even have the mental capacity to understand what Pam Tebow is trying to say? Or will they just see it as a wonderful, happy ending to a true life story?
I'm just curious if having a known sex offender as the Half Time entertainment is coming under attack. I do like The Who (I even use a Who song as my ringtone) but Pete Townsend is a registered sex offender in England, for obtaining child pornography. Just wondering if this is making headlines anywhere. I do not read or watch any conglomerate media so I really don't know.
I do not care what Pam Tebow did then nor does now. It is none of my family's business. But I will say that she had a choice to make and in her case, she made the right one. I trust her and every woman in this country to make the choice that is best for them. Trying to use a sport to influence people in a moral and political debate is shameful. It won't matter to my family because we fast forward commercials thanks to TiVo! I'll watch the ones I am interested in the next day online. I am curious if Pam Tebow would approve of the gay website ad. Somehow I doubt it.
here here
Just saw it, and I'm not sure if it's real, but it's really funny. It's for a dating service geared towards gay men. (For the record, it's also not something I'd be comfortable explaining to my 5-year-old...)
EDIT: Oh, bad threading on this site. The above seems like a non-sequitur. It's in response to jenifer who mentioned a different ad that was rejected by CBS.
Some things are inappropriate for young children: that's the whole idea behind a website like this. For me, I number among those things discussions of morally troubling issues like abortion and bombing of Iraqi civilians. We as adults can debate endlessly the rightness or wrongness of either one, but it's just not an aspect of life I'm ready to introduce my 5-year-old to. I'd rather let him be a kid for a few more years before diving into the murky waters of such moral conundrums.
I'd like to point out that the parallels being drawn between evolution and religion are hopelessly misguided. Evolution contains no ethical or moral component: it is simply a scientific theory. Religion contains moral and ethical components that imply both human and divine judgment. It is a values system, and a byproduct of that is the implication of inequality between the believers and the non-believers. In short, evolutionists do not condemn their ideological adversaries to eternal damnation.
Finally, I haven't seen the ad, but I imagine it won't be too heavy-handed or inflammatory. However, I can rely on my own "salvation" by TiVoing through the commercial.
So, the big thing here is not a matter of abortion, or wether this commercial should air or not. But is, instead, the principle of free choice. Hmmm, this subject is all over the news. Why? We know we have it. We don't need to be informed.
I think that anything that the family can all sit down to is welcome in the commercial line-up. Say a commercial has a pro-evolutionist message, those who carry their belief in God would be offended natuarally. But would a big deal be made about it? Probably not. Alot of people don't belive in evolution, yet it's a default teaching in schools. Why, we didn't ask for it to be there. And regard something as a belief, it's your religion no matter what it's called. That is why if you ask an atheist his religion, he says "I'm an atheist". If it was just a lifestyle of non-religion, he would say "I don't have one".
Bottom line, either we stop carrying our feelings on the outside of our bodies, or we stop pointing out the differences.
Because of the amazing invention of Tivo (and the subsequent DVR's) we can avoid commercials altogether! This is what our family does. Set your Tivo (or DVR) to record the game and begin watching it about one hour into it. Tivo is especially wonderful because of the 30 second skip feature which allows you to skip 30 seconds of programming with one quick push of a button. Several clicks in a row and you have avoided about 2 minutes of ads in less than 4 seconds. You will finish the game at about the same time as it actually ends. I do this with many sporting events...This is the ultimate commercial solution, imho...
The Tim Tebow ad is a beautiful testament of a mother's love. Is that controversial? I saw the You Tube version of this ad and I would want my children (ages 10 to 16) to see it to understand the love and sacrifice that binds a family together.
The Tim Tebow ad is a beautiful testament of a mother's love. Is that controversial? I saw the You Tube version of this ad and I would want my children (ages 10 to 16) to see it to understand the love and sacrifice that binds a family together.
The miracle of Tim Tebow's life is a positive, inspiring story to share with young and old alike. Showing a true story of how real people were faced with a heart-breaking decision and in the end they decided to follow their faith and were blessed beyond measure is tv worth watching. No need to worry about violence, sex, drugs, or alcohol within that spot.
If the most important thing that night is watching a football game, then avoid this commercial at all costs. But if taking advantage of golden opportunities to teach your child about real faith and real life is important - then don't miss this one.
You know what I'll be doing while watching the superbowl? Watching some good 'ol football and some pretty funny commercials. But what my parents won't be doing is asking me stupid questions throughout the show. I've watched the super bowl every year as far as I can remember. But do you seriously think I'll be "affected by the commercials? So I see a commercial for an M rated game, SO WHAT, it's not like the ad will scar me for life or anything.
Oh and @Yklaab
This website is inexplicably uninformed. Everything is just based on age.
"CSM provides a valuable service here by giving parents a heads up about a commercial that they might want to be aware of ahead of time. To say that I am bothered by a pro-life ad in the middle of a family sporting event does not mean I prefer beer or viagra ads. I am bothered by any advertisement during sporting events that is not family-appropriate -- this will mean different criteria for different people, but for me, anything having to do with family planning or erectile dysfunction falls out of the family-appropriate category. My children should learn about procreation at the time I feel it is right, not because of something they see while watching a game or a race.
Thank you CSM for reminding us to keep the mute button handy!"
I totally agree with beverson! Thank you!
You all need to CALM DOWN. I can't believe you're worrying about a "don't kill babies" add when your kids are exposed to all kinds of trash every day that's much more damaging than a positive, peaceful message. I'm in 9th grade, and I can tell you for a fact that by the time they get to this point, they know- and have legitimate, informed opinions on- all there is to know. Let them think! Take a deep breath, a fresh perspective, and turn in your helicopter license.
Great idea to talk to your kids about the horrors of abortion; but if they are ever around anyone other than you and your family, they have probably heard about "the birds and bees" and need to be infromed about the consequences. Go into any kindergarten or elementary classrooom and talk with the kids. Most of them know as much as many teens.
Great job over-reacting, everybody. I plan on talking to my kids about how horrible abortion is when they are much older than 6 and 8 years old! They do not need to learn about it now. I thank Common Sense Media for bringing this my attention. To be all outraged and threatening to cancel your CSM accounts over this is just re-enforcing a negative stereotype about pro-lifers. Try not to let your passion cloud your objectivity. This was in no way a pro-choice story, just pro-choice as far as what you let your kids watch, which is what this website is all about and why you signed up for it in the first place!
I agree completely that the Tebow ad is a good ad among many bad--let's send positive messages for a change!
Dear SCMAMA: Anyone on our community can flag and remove an article and we are moderating this. Your article has been restored (for the record, a user flagged it, we didn't)
The only articles that have been removed are those that contain hate speech, or that are wholly off-topic (such as a political opinion that in no way references the impact of the media on families). As should be evident from the range of comments, we encourage all divergent points of view but we do ask that comments remain on the topic.
I, too, think it is very uncomfortable watching Viagra and Kotex ads. I won't be uncomfortable watching an ad that celebrates life. In answer to msmmwelch2, We'll stop calling people pro-abortion when you respect us and have the media call us pro-life instead of anti-abortion. Talk about double standards!!!
Ahh, for the days when the worst we'd see on TV were Kotex and Massengill ads.....I honestly don't think anyone in this forum is speaking out in favor of viagra or morning after pill ads. None of that stuff belongs on the air during a sporting event or any show that kids are likely to be watching.
@scmama, that's impossible (but sounds better to be a great big conspiracy). Nobody is monitoring these posts unless "flagged" is checked. It's highly unlikely it was deleted unless you used foul language. You probably just did it wrong (or there is a great big conspiracy and everyone else gets to speak their mind from all sides - but you).
i am disgusted that people are offended by this Tebow commercial. It's ok for viagra/sexual performance pills/condoms/birth control/etc to be on commercials, but not a Focus on the Family message? ridiculous. this is exactly what's wrong with our country. it's ok for bad influences such as the music on the radio (for example lady gaga), or on tv or movies or video games, but it's not ok for GOOD messages? let's teach our children that it's ok to sleep around, get pregnant and then abort their baby... get real, then when they are ready to have a child they can't because the abortions damaged their body... i'm not even religious, i'm agnostic, but i still can't see how a 'celebration of life' can be viewed as a bad thing... and i think CBS is doing a good thing, i mean after showing inappropriate commercials on basically every commercial break, and by showing millions of children the Jackson/Timberlake incident, what is so bad about trying to put a good message out? if you don't feel wrong explaining erectile disfuntion to your child, but you do feel wrong explaining how valuable life is, there is something wrong with YOU
Talk about censorship, they deleted my comment to this article. I guess because I was honest and didn't support Ms. Perle's view. Disappointing...
NOTE FROM COMMON SENSE: Your post was flagged by another user (not Common Sense) and was restored.
I am wondering if anyone has heard anything about another ad that might run during the super bowl. It is two gay men that sit down to watch tv together and I think I heard that they kiss. It is an ad for a gay web site.
I am wondering if anyone has heard anything about another ad that might run during the super bowl. It is two gay men that sit down to watch tv together and I think I heard that they kiss. It is an ad for a gay web site.
While I think it is perfectly appropriate for CSM to call attention to issues which any parent might find objectionable, not just those that I do, I would like to point out the difference in language between this and the review of the Golden Compass, Which says: "Although some religious groups have urged a boycott of the film based on its allegedly anti-Christian content, there is no specific language or imagery related to Christianity." In other words, it's not totally explicit, so it doesn't exist. I guess naming the bad guys after the Catholic Church and the good guys demons is too vague.
This article, however, informs us that "While the statement does not explicitly mention abortion, 'issue of life' is often akin to opposition to abortion rights in conservative Christian circles."
The heads-up on the other ads is a good thing, if rather obvious, but I wonder if this article even would have been written if it weren't for the Tebow ad.
I believe it is ironic that "choosing" to have a child is seen as some kind of controversial statement for "ProChoice" advocates. I certainly can stomach a mother's natural and sacrificial choice to have a child over GoDaddy's, Carl's Jr's., Viagra's, you name it's, choice of messages for the "family" event. It's a $$$ event first and foremost for the network and the NFL...let's not kid ourselves.
CSM provides a valuable service here by giving parents a heads up about a commercial that they might want to be aware of ahead of time. To say that I am bothered by a pro-life ad in the middle of a family sporting event does not mean I prefer beer or viagra ads. I am bothered by any advertisement during sporting events that is not family-appropriate -- this will mean different criteria for different people, but for me, anything having to do with family planning or erectile dysfunction falls out of the family-appropriate category. My children should learn about procreation at the time I feel it is right, not because of something they see while watching a game or a race.
Thank you CSM for reminding us to keep the mute button handy!
What I find disturbing is your notion that women have abortions out of ignorance and because "someone lied to the mothers". You have no idea what circumstances a woman may be facing. Advertisers should stick to selling beer and leave the preaching out.
I really think we should all SEE the ad and how it is done before we judge its inapproipriateness. My kids are now 11, 14 and 16 and my 16 yr old on his facebook page gave Tebow "Infinite respect points" for doing this ad. I'm sure I will find this ad WAY more appropriate then most of the ads that show people to be stupid and oversexed and over obsessed with drinking.
I am glad their will be an ad on featuring someone that I am glad my kids look up to. True heros and good people are hard to find!
CatCorner, I agree with you wholeheartedly. I was about to cancel my subscription, but you're right, I am strong in my beliefs & it's good to hear different viewpoints regardless if I don't agree with them. Continuing the emails from CommonSense will keep me more informed about these things.
Some of the comments here are disturbing. Since when is it inappropriate to teach our children about how precious life is? The sanctity of human life is a topic that should be discussed within the family from the time the children can communicate, and should be demonstrated at ALL times through loving actions and tender words. My children, when they were only 3 and 5 years old, were introduced to the horrors of abortion when they saw people holding signs showing pictures of aborted fetuses. Although this is not how I would have chosen for them to be introduced, it turned into a blessing. I could have lied to them about the pictures, but chose to be honest with them ("I'm glad you asked me about those pictures and the signs. Those are pictures of dead babies that were killed by their mothers. Someone lied to the mothers and told the mothers that those aren't really babies. We need to tell mothers about the specialness of the babies in their tummies so that they don't kill their babies"). My children -- now young adolescents -- trust me to tell them the truth and we actively engage in discussions about many and varied topics. Secrecy breeds ignorance. The more people know about abortion, the more families talk about the horrors the unborn and helpless baby faces, and the more that people show love and repentance for acts done in ignorance, the more we - as a country - will make humane decisions pleasing to God. Finally, I am also, as are other responders to this topic, disappointed in Common Sense Media. They are showing very little common sense. Although I considered canceling future e-mails from Common Sense, I will continue to read their posts since I think it's important to stay abreast of a variety of viewpoints. I know where I stand and this one organization won't sway me from my beliefs. Truth is truth.
@ ceb's comment "Anyone who sees her story as an inappropriate message is clouded by political motives."
I personally think her story is a beautiful story. I do not however want to have an abortion discussion with my 9 yo son.
In response to the conversation about abortion: What do your religious conversations go like? "Yes Bobby, it's true if you make a 'mistake' and forget to ask for forgiveness you will die is a fiery hell for all of eternity and there isn't anything mommy or daddy can do because God hates sinners and punishes them. The Bible says he is a vengefel God. And a loving God. Whatever...I know it's crazy and horrible but the Bible says this is how it goes so that's that! Live in fear, Bobby, that way you'll be safe.". ....?
NOTE FROM COMMON SENSE: Please keep your remarks to the subject -- the impact of advertising on families. Individual opinions about issues fall outside of the scope of the discussion and will be removed. Thanks.
morgancharlies-
Well said. Thank-you for your eloquent answer. I'm sure if there are people out there following this conversation, they will now step up to tell me what a terrible Christian I am. But it's not for them to decide. That's the job of my God.
@tch The slaughter of nearly 90,000,000 babies since the turn of the millennium is hardly fantasy.
NOTE FROM COMMON SENSE: Please keep your remarks to the subject -- the impact of advertising on families. We value all diverse opinions but any that fall outside of the scope of the subject will be removed. Thanks.
I am out of here. CSM has tipped their hand where they stand on the issue and I refuse to support them. I've already unsubscribed from their email and will see if I can delete my account following this post.
CMG- Knowing that some kids have two mommies or two daddies is not the same as having to explain how an abortion works. Five year olds don't think about sex when they think about parents. They think about love. Yes- homosexuality may not be right for your family but when your five year old thinks of two moms or two dads it's not the same way you do.
M.~ 20 year veteran teacher
This is why I subscribe to Common Sense Media and not other Christian-based parent alert sites. CSM puts it ALL out there. Yes- this is America, land of free speech- but not everyone agrees with this message. It is only right that CSM send us a heads up to remind us that this along with other commercials may be ones that we want to mute or have a discussion ready. I am a Christian and my children know how important they are. My 14yo knows about abortion and our family's pro-life stance. My son is nine. He knows alcohol is wrong for our family and we've even talked about how ads work and how they get people to try their product without telling them the whole story. We're covered in that area. We haven't discussed abortion though, and I don't want to have to while we are at a Super Bowl party! Thanks CSM for giving me the information now so I can redirect his attention during this commercial.
No more emails for me, either from this site. I suspected Leftist leanings a while ago and this confirms it. Life is precious- that is common sense!
I cannot believe that you are objecting to the Tim Tebow commercial and saying that kids are not ready to learn about this subject. Please explain how this is any different from my child being introduced to homosexuality at school when they are just 5 years old. How do you explain that to your child? Please no double standard here. I commend CBS for running this ad; in no way will seeing this ad harm your child.
I don't understand how a commercial celebrating life is something "to watch out for". Give me a break! After this ridiculous warning, i will not be using Common Sense Media anymore, since obviously they lost any common sense they may have once had by allowing Ms. Perle to post such stupid comments.