As any experienced parent will tell you, the longer you can keep your kids watching PBS, the better. Because even though Barney the Dinosaur may fill you with an inexplicable rage not unlike what an African honey badger must feel right before it crushes a puff adder’s head in its jaws, your toddlers love him and his educational friends. But more importantly: no commercials.
Once you move on to commercial television, it’s all over. First of all, your kids suddenly know about the existence of all sorts of things you’d rather they wouldn’t, like video games and Barbie digital manicure machines. The first time you’re trying to get them to turn off the TV and they declare “But Dad, I love this commercial!” you can bet that somewhere on Madison Avenue there’s a man in a suit adding another child’s soul to the gigantic jar on his desk.
As it turns out, though, the toy commercials are the least of a parent’s problems, at least once you have a child who starts to enjoy professional sports. If you watch any of the big sporting events on TV, you know they are being targeted to a very specific audience: rich, white, perpetually randy older guys whose prostates are roughly the size of official Major League baseballs.
The most problematic of the ads shown during these games are of course the ones for Viagra and Cialis, with their now-legendary talk of four-hour, er, building projects (sorry, family newspaper) and the need to be constantly “ready,” like an aging Boy Scout walking around with all the tools on his Swiss Army knife extended.
My initial inclination during these commercials is always to throw myself in front of the TV — parents, if they were true to their natural instincts, would do nothing but throw themselves in front of things all day long. But I realize that would just draw undue attention to them, so instead I just make loud, inane small talk whenever they come on.
Me: “HEY KIDS — I FORGOT TO ASK YOU HOW SCHOOL WAS TODAY! SO HOW WAS IT?”
Kid: “Dad, why are you shouting? We can’t hear the commercial for the double outdoor bathtubs.”
Only slightly less bad are the spots with the guy who would have the most satisfying life ever, if only he didn’t have to find men’s rooms at the most inopportune times (during golf matches, on boats, while skydiving, etc.). It’s hard not to feel bad for the man, which is probably why whenever the commercial comes on my 8-year-old son declares “He has to pee!” and laughs so hard that he has to use the men’s room in our own house.
