Mark Irving: Why a bit of TV is good for children

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Opinion

Looking back on the carefree days of my childhood and youth it seemed a pretty fun and uncomplicated time, at least for me. My parents were probably a nervous wreck though, stripping years off their life. I do have vivid and fond memories of TV programmes and also ads from that time.

This Aussie classic from the late 70s was a real favourite. And then there was this epic from the not so late 70s, which I first saw on the big screen.

From memory, this ad was actually better than the movie. Both are quite simple concepts, both visually stunning, while the Levis ad has a great soundtrack from angry British rockers Stilkskin, who I've never heard of since. Imagine that commercial without music and it shows the role of how emotive great music can play in the world of TV and radio advertising.

I know I'm looking back at life with rose tinted glasses but these ads like life seemed a little bit less complicated and hectic.

This brings us in a round about way to the topic of advertising to children. The popular argument is that advertising to children, especially fast food advertising is the equivalent of using the All Black jersey to clean out the oven.

My argument is that children are a lot more media savvy than we give them credit for and that parents need to take personal responsibility for the amount of time their little tykes are spending in front of the tube.

Children are being told and sold messages each day by a huge range of people - parents, parents of parents, coaches, teachers, psychologists, nannies, babysitters, brothers, the postman, American televangelists - you name it.

Kids are being bombarded with messages from left right and centre. Whether we like it or not, it's part of life. Children and adults for that matter are always going to want and ask for things with or without ads.

"Daddy, I'm thirsty I want a drink." Is this because three weeks earlier he'd stayed up a little longer than he should have and saw an ad for Pump Water? It just so happens that maybe he's severely dehydrated and genuinely wants a drink of water.

If he starts asking for boutique beers or a six pack of Ranfurly on special at Pak 'n' Save, I'd be very worried.

And if he does, maybe he shouldn't have been sitting alone watching Underbelly at 9:20pm on a week night. Like lifeguards, that 50 inch plasma screen television complete with surround sound is no substitute for parental supervision.

For me, like most things I believe in a bit of balance. I think a bit of supervised TV at the right times slot for the right amount of time can be good for children. TV and even ads can feed the imagination, spark curiosity, aid creativity and give children more of understanding of what's real and not real.

My childhood would have been a whole lot duller without such classics as Chips, Logan's Run, Top Town and classic ads like this.

Mark Irving

Mark Irving is the Director of Range Advertising and Communications.