The Super Bowl — the annual championship game of the US National Football League — takes place today. Aside from fthe ootball game, the Super Bowl is pretty much a commercial event.

To draw on the huge following, the game is typically jammed by televised commercials that are watched by million, and often turned into a topic of discussion, controversy and love-hate arguments in themselves.

The millions who watch the Super Bowl involve families with children of course. And just like the case with any big events, shows or movies where commercials are integrated within those experiences, advertised products and services may easily stick with everyone — big and small. Mature adults may be able to see through the many claims that commercials brings to their living rooms and cars, however. But vulnerable children probably aren’t able to counter the well-drafted claims of many commercials.

That is why it is important to look closely at how much promotional content children are exposed to, and understand the potential impact that might have on children’s ability to manage their wants and needs — and eventually their money.

Here are a few points to keep in mind.

Quantity matters

When children are exposed to a large dose of promotional material that pushes a particular brand, they are more likely to eventually associate it as something that they want regardless to the value of this brand or the even the item itself. Price is typically not even considered at this point, so you may find your child simply asking for a product by name with no consideration to its cost or quality.

A high frequency of watching commercials may also have other adverse financial impact on children who don’t recognise that certain items are not as essential as it appears in the commercials. Without proper supervision, many children or even some young adults may put a disproportionate amount of money and interest — compared to their resources — in a toy, a gadget or even a meal that is being advertised extensively.

Family resources

Having children who are brand-conscious may become a drain on family resources. Shopping for a good deal on a less-recognised brand also may become a struggle. Similarly, with many items and brands coming in and out of fashion quickly, parents may find it hard to keep up with demands.

Although commercials are only one component that drives this perspective, it is a major one that validates it with clever and well-targeted messages regarding the importance of these possessions. That is why reducing the exposure to commercials may help keep their wants under control.

Lead by example

Parents who show some self-restraint make for a good role model. Try not to respond to typical calls to action that many commercials bring such as, “Call now.” Make sure you question claims such as a “best offer,” or “low price.” The more you apply your critical thinking abilities to daily purchase decisions, the better your children will be able to discern reality from fiction in commercial claims.

In addition, make sure you say something when commercials contradict with your financial abilities or common sense. Without much passion, you can just correct a rate advertised to be within everyone’s means as not. By doing so, you may provide some balance to what your children are hearing. Make sure that you don’t go overboard with this, however, so they don’t tune you out altogether.

Provide alternatives

If your children are old enough to watch and understand commercials, they are probably able to understand simple searches on the internet, star ratings and reviews. When a child asks for a particular item that has been seen on television, go through this simple research process online to validate claims. You may find other options with some pros and cons, too.

Going through this process will help formulate the understanding that these television commercials don’t have the final word on what’s best to possess. In fact, you probably will find many reviews that deal with particular issues that totally defy claims made by advertisers.

Rania Oteify, a former Gulf News Business Features Editor, is a Seattle-based editor.