Heavyset children? Blame Your Tube

McLuhan theorized that content of media does not necessarily influence the way we think, feel and behave. But advertising industry seems to have never bought in. The medium of TV has given it the power of influence over millions, and its content apparently has influenced behavior as well.

Here I'm trying to keep my young ones from catching trailers of CSI:(name your city) or Desperate Housewives or other images of sex or violence, when the real culprit is fatty and sugary food advertising.

A 2005 Kaiser Family Foundation report out this week says that about one-third of commercials that target children feature candy and snacks. And we wonder why a high percentage of America's children suffer from obesity.

In my daughter's age group, 8-12, the images are relentless, and they are the ones most affected by food marketing: 21 commercials a day about food (sweet cereals, sundaes, fish sandwiches, burgers). Even the infant sees the Golden Arches and begins to loudly chant: "Bies! Bies! Bies!" (Translation: "Fries! Fries! Fries!)

Makes me wonder if conscientious parents who struggle with trying to get their kids to eat healthy foods really stand a chance. (This is where you tell me to just turn off the TV!)

To food marketers: How about putting your best artist the job of prettying up some asparagus, tomatoes and carrots the way you do those buttery waffles? Create a nice jingle for them, then advertise them during high-viewership times.

For those of us who have let the TV Jeannie out of the bottle, it's a tough course to reverse.