VIEWERS’ VIEWS

Press, 16 September 1987, Page 16

VIEWERS’ VIEWS

I would like to commend Ruth Zanker for her thought-provoking comments on the advertisements surrounding children’s television. Most of these advertisements are directed at the less desirable qualities of human society — violence (of the Rambo type), sexism (the plastic doll variety), racism (the best dolls are white) and consumerism (collect the set). The “values” inherent in ,these toys completely overshadow the ideals of equality, sharing, caring and peace which are favoured by most children’s television programmes. This dichotomy should concern everyone. Our media is dominated by acts of violence and the outrage which these acts provoke. Surely it is hypocritical to encourage our children to want toys which exploit the very

emotions (anger, aggression, envy, etc.) which are unacceptable in adult society? — Yours, etc.,

D. WYNN-WILLIAMS Sir, —Congratulations Ruth Zanker on your excellent article "Toying with War Games” (September 8). It concerns me, too, that TV advertising during children’s programmes contradicts values that I am trying to promote within my family. Our school curriculum is desperately trying to foster good communication skills, awareness and acceptance of feelings, and peaceful relationships in non-violent, non-sexist, and non-racist ways. So why do TV administrators continue to use these ads? I figure money plays a big part in it, but at what expense? The cry today is for more parent education, to produce “better” children, yet children learn by example and readily respond to action. If we must have ads, please let them portray a life our children can enjoy — a life worth living, that can also be fun!— Yours, etc.,PAULINE EASTERBROOK.