Cheer Up Sleepy Jean

A few days ago I took Isabel and her friend down to New York to spend the day shopping at Macy’s and The Gap in midtown. Between purchases we took the subway up to Central Park and had lunch at the newly-refurbished Plaza.

The trip to New York on the train is one Isabel and I have made many times since we moved here from Ithaca. These daytrips have, in a way, become a means of measuring the changes in my daughter over time. When we first moved to New Haven, the stop at the Plaza would have been the main reason for taking MetroNorth down there. Isabel was a HUGE fan of Eloise and she believed that we might actually run into Eloise if we went and had tea at the Plaza.

Now that she is 11, going to the Plaza was an exercise in nostalgia. She led her friend into the lobby with the air of an old woman visiting her old grade school. After lunch we stopped by the new, (and horrifying), Eloise store and Isabel read through some of the sweet letters written to Eloise by some of her young fans and posted on the walls. She shook her head with an “awwww, isn’t that just so cute?” look on her face.

We had spent the time before lunch at the flagship Macy’s store on West 34th Street. I let the girls lead the way and they decided where to spend time and how long to stay in each section. I was particularly happy when one of the women working in the jewelry section took an interest in Isabel and her friend and gave them 20 minutes of time and non-condescending attention. I hung back and watched the girls positively glow while being treated with respect and seriousness by this wonderful lady.

From Macy’s we crossed the street to The Gap, where the girls again had carte blanche to spend as much time as they wanted browsing and trying on clothes. While they were shopping I stood off to the side, enjoying the feel-good music The Gap pumps in. At one point the first few notes of The Monkees’ “Daydream Believer” came on and I couldn’t help but smile.

This song is one it is impossible to dislike and as it played I noticed something strange. First, I found myself singing along out loud, which is something I DO NOT do in public. Second, I noticed every other adult in the store was doing the same thing I was. A woman walked by and as we made eye contact we were both singing along to the chorus—“Cheer up sleepy Jean, oh what can it mean to a daydream believer and a homecoming queen?” It felt like we were in a musical or in an episode of GLEE. Not one of us seemed even remotely self-conscious. We were all simply sharing a moment at The Gap. Weird.

After The Gap, we needed lunch, so we went to The Plaza.

From the Plaza we got back on the subway and went to Times Square, where we entered the M and M Store. We spent an hour there and it turned out to be a really fun hour. By the time we were ready to head back to Grand Central to get on the train back to New Haven the girls had each spent $100.00 and were as pleased as could be by their haul. They had changed into some of their purchases while at the Gap and they had on matching grey sweatpants and frilled camouflage shirts with M and M necklaces and earrings.



On the train back they were happy---far too happy for me to taint with any kind of anti-consumerist rant. I refuse to wear anything with a prominent label on it. It seems to me like companies should pay me for being a walking billboard for them rather than the other way around. Isabel knows I feel this way, but she also knows how much she likes to shop. When I was tempted to point out to her and her friend just what else they could have done with their hard-saved $100.00 I had to stop myself and remember that this particular trip was for them to be happy.



So, they have their clothes and their pictures from the photo booth at the M and M store and I have my Sleepy Jean moment and we all have good memories of the trip. All in all, a great day.

Dora the Exploiter

“How about this one? It’s only got 12 grams of sugar.”

“Yeah, but look at the serving size. It says this little box has TWELVE servings. If you ate the whole box that’d be 144 grams of sugar.”

“But I won’t eat the whole box.”

“Over the next two days you would. Right?”

“Probably.”

“Put it back.”

When I shop with my daughter we have a series of conversations, all very much like this one, throughout the store. All the way from Produce to Frozen and on to the checkout line we debate the merits of food item after food item. Most fail to pass parental muster.

It is getting downright annoying to Isabel. And frankly, it is getting annoying to me, too. Why is there high fructose corn syrup, added sugar, hydrogenated vegetable oil, or some combination of this terrible triumvirate in just about everything that looks good to Isabel?

A newly published study by Yale University doctoral student Christina Roberto of the Rudd Center might just explain some of Isabel’s preferences. For years companies have sought to link their products with celebrity spokespersons the buying public feels good about. They hope the good feeling will rub off on their product and sales will go up.

The strategy must work, because corporations continue to compete for the endorsements of major stars like Landon Donovan, Drew Brees, and Tiger Woods. Of course, sometimes the brand risks the taint of scandal if the endorser happens to get caught doing something the public finds distasteful. It becomes a little awkward when your cereal-box model is a serial adulterer.



Companies that make food designed to be eaten by kids don’t have to worry about the whiff of scandal if they choose animated beings as their spokescharacters. Dora the Explorer is unlikely to be caught in a three-way with Diego and Boots. So, as long as there are new three-, four, and five-year olds discovering Dora, Dora will be an effective endorser.



Roberto’s research asked kids to compare the taste of identical food served from non-identical bags. One bag was clear, the other had a cartoon character sticker on it. And, as chance would predict, about half the kids said the food in the stickered bag tasted better. But much more significant was the percentage of kids who said they would rather eat a snack from the stickered package. According to a report on CNN, “between 50 percent and 55 percent of the children said that the food with the sticker on it tasted better than the same food in the plain package. (The percentage varied with each food.) And between 73 percent and 85 percent selected the food in the character packaging as the one they'd prefer to eat as a snack.”

Roberto’s research seems to indicate that children can be easily manipulated into preferring one snack over another simply because of the packaging. This is not surprising news—we have all been children. We have all been duped by bright and shiny packages.

When I am at the store with Isabel and she pleads for a particular brand of yogurt or fruit roll or cereal, the package is often the main attractor to her—though she might deny this, (none of us wants to admit being manipulable.) But the plain fact is we are subject to manipulation and advertisers know this. And children are the most susceptible of all.

In recognition of this fact, Norway, Sweden, and Quebec Province have banned all advertising during children’s television programming. Over 30 other countries set limits on advertising during children’s shows. Some of the laws on the books specifically ban marketing using cartoon characters.

An analogous situation exists in medicine, where prescription drug makers have been advertising their drugs directly to consumers, who then do the adult version of crying and screaming and whining and wheedling to their doctors to get specific prescription drugs. Sales of heavily advertised drugs go up. And doctors are being put in the same position as parents who know what is best for their child but can’t always fend off the most persistent requests.

My response to studies like this shows me that I am certainly a liberal who believes the power of the government should be exercised in the public interest. Corporations are going under the heads of the parents and advertising directly to kids, who then whine and cry and scream and wheedle and do their own manipulating of their parents in the grocery store. And CERTAINLY it is the parents’ job to just say “no.” The government cannot take the place of parents. But just as certainly, parents and government can work as partners to improve the health of the nation’s kids.

Before Isabel and I go shopping again I will talk with her about Christina Roberto’s research and try to manipulate her. I want her to feel used by advertisers and resentful about it. If that doesn’t work, I’ll just go to Plan B, which is to shop only when Isabel is at gymnastics practice.