YFCS-3/3.2, New Oct 2001. Molly Gregg, Extension 4-H Program Specialist

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Why We Buy Project Busting Advertisements

	Protected Under 18 U.S.C. 707

In the Alabama 4-H Why We Buy project, we've thought about what we believe will make us happy, and we've learned the difference between needs and wants. We have also thought about how our search for happiness and our personal values impact what we buy. In this part of the project, we will look at how advertisers try to make us think that their products will make us happier--if only we would use their toothpaste or wear their jeans!

Advertisers often try to make us feel inadequate or deprived if we don't own their products. Radio, TV, newspapers, and magazines can influence our attitudes about happiness. You want to be liked and accepted, and you probably want to be considered stylish and popular. If that is important to you, advertisers will tell you that it is easy! If you just buy a certain product, your success is certain! We know that is not really the case.

Advertisers try to persuade you that you will be better liked if you wear the right clothes or own the right stuff. Being aware of the pressure of advertising can help guard against its appeal. It can help us have a clearer understanding of our values and ourselves.

Below are advertising slogans or descriptions. Name the products described and discuss how the manufacturers try to make you believe that buying their products will make you happier.

"Just Do It"

A family fights over waffles shouting, "Leggo my __________!"

A fast-food restaurant tells you "We love to see you smile!"

A bunny appears on the TV screen as the announcer says, "It keeps going and going and going . . . ."

A picture of your favorite movie star or sports personality says, "________ does a body good."

A soda company says, "______ the Dew."

One Saturday morning, watch cartoons for an hour. Advertisers know that younger kids are the primary audience at this time. These young kids may have a hard time telling the difference between the programs and the ads. Use the table below to record what you see.

Cartoon Name	Number of Minutes Before Commercial Interruption	Name of Commercial or Product Advertised	Type of Product				Number of Minutes Before Commercial Interruption
			Toys	Food	Candy	Other

Total number of minutes devoted to cartoon programs: ___________

Total number of minutes devoted to commercials: ___________

Number of commercials for toys: ___________

Number of commercials for food: ___________

Number of commercials for candy: ___________

Number of commercials for other products: ___________

What have you learned from the information (data) you have collected?

How would these ads affect little kids?

Do this same activity with your family in the evening. What types of products are being advertised? Who are advertisers trying to influence to buy their products? Write about the differences and what you have learned in your 4-H journal.

More to Do

• In your 4-H journal, write about how ads may have had an influence on purchasing decisions you have made.
• Keep a record in your 4-H journal of the advertisements that you find that you think are designed for young people. Which ones focus on the desire of young people to be liked and accepted by their friends? If you find advertisements like these in magazines, cut them out and paste them in your journal.
• How can understanding yourself help you be a better consumer? Write about that in your 4-H journal.
• Prepare a speech or a demonstration on products that are designed with young people in mind.
• Make up a skit in which someone plays a part in a commercial or plays the part of an advertiser and have others ask investigative questions.
• Write a story or play to describe what might happen to TV if there were no ads.
• Find TV commercials that base their claims on experiments. Get the address for the makers of the products advertised and write them for information about their product. See if you can duplicate the experiments. Write the manufacturers and tell them about your results. Write a report or prepare a demonstration or speech and present it to your 4-H club.
• Observe how different ads depict young people? Older people? Dads? Moms? People from different racial or ethnic groups? Write about that in your 4-H journal.