Recently, I took my daughter to an impressive exhibit at a local museum, which featured a massive ball pit. It was about waist-deep for adults, with floating “islands” to help you get in and out of the sea of plastic balls. It was an absolute blast.
What I didn’t anticipate—until I repeatedly banged my shins—was that the edges of these islands were made of hard plywood. The struggle to pull myself out of three feet of balls led to a rather painful evening spent applying arnica gel to my sore legs. While I appreciated the warnings about the depth of the balls and the materials used, I couldn’t help but wonder: where was the disclaimer about the risk of bruises?
This experience got me thinking about how advertisers often miss the mark when it comes to providing parents with the information they truly need. Here are some suggestions for how advertising could be more relevant to parents:
Bras
Advertisements should feature a variety of models, showcasing how bras fit different body types. This includes everything from pre- and post-pregnancy breasts to those with implants, giving a realistic view of what to expect.
Water Parks
Instead of just showing a single family enjoying the lazy river, provide an aerial view of the entire park during peak summer days. This way, parents can prepare for the reality of crowded conditions.
Toys
In addition to age recommendations and images of kids playing, packaging should indicate how difficult the box is to open, especially when you’re racing against time on a kid’s birthday morning.
TV Ratings
Current ratings cover violence and language, but they should also include a “Character Voice Annoyance Scale,” ranging from pleasant voices like Kermit to the grating tones of characters like Caillou.
Food Dyes
Information about the safety of food chemicals is important, but parents also need to know how likely a product is to stain clothing and the best methods for removal.
Detergents
These should come with cheeky disclaimers like, “Sorry, that Go-Gurt stain isn’t coming out,” to set realistic expectations.
Cars
Safety ratings should include how easy or difficult it is to install a car seat, especially in a rental car on a hot day, without losing your temper.
Movies
Theaters should provide details on ticket prices, showtimes, and the temperature inside the venue so that parents can dress appropriately.
Video Games
Beyond age ratings, there should be a warning about how addictive the game is and how challenging it will be to get kids to stop playing.
TV News
Local broadcasts should alert viewers when particularly distressing news segments are about to air, allowing parents to tune in afterward.
Medications
While drug manufacturers provide warnings about food interactions and driving, they often overlook how unpleasant the medicine tastes and what kind of bribery might be necessary to get kids to take it.
Tech Devices
Ultimately, parents are most concerned about battery life. We want to know how long a device will keep the kids entertained.
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In summary, parents need more straightforward and practical information from advertisers to make informed choices. From understanding product usability to managing expectations about safety and convenience, these insights could significantly enhance the consumer experience.