A restaurant chain shows you how to buy a kid's affection
In the latest Friendly restaurant tv ad, a guy is asking a small child for 'permission' to take her and her mother out for dinner. It's implied that the guy is a new boyfriend who has to prove his worthiness to the child, and he does this by bringing her and her mother to Friendly's. The ad ends with a smiling child saying to her mother, "I like your new friend."
I realize that Friendly's is not implying that all children can be bought so cheaply (most entrees are $5.99 and include a free sundae), but it seems to send two disturbing messages: 1) It's ok to date while your children are small, and 2)It's acceptable to use food to influence childrens' opinions. Even if this new 'friend' turns out to be a shmuck, all that kid will remember is that he was a nice guy because he took her and her mom out to dinner.
This ad makes it seem as if Friendly's approves of women with small children going out on numerous dates, since it seems as if the child is 'auditioning' the guy... the implication is that the girl now has a favorable impression of the new boyfriend because she enjoyed the food at the restaurant he took her to, and presumably the child will now 'allow' the boyfriend to be part of their lives. I suppose you could take this one step further and infer that, had the guy brought them to a cheapie place like McDonald's, he'd have been told to take a hike.
A more subtle message is that men prove their 'worthiness' by buying you things... the boyfriend assumes the role of provider (which he has no right to assume at this early stage) by taking both of them out to dinner. It may seem like just a sweet gesture to the kid's mom, but the kid probably sees it as a sign that this guy wants to be her Dad-- whether he really feels that way or not.
At one time, Friendly's was a "family" restaurant... but it looks like they've given up on the family and now just want to make money from whatever sad family substitute wanders in the door. I guess that's their business-- but do they really have to endorse it in their ads?
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Reviewed by Julia Mendels (Reader)
Reviewed on July 20, 2003
As I am an Australian I have not seen the ad you refer to, but I agree with your thoughts re the "buying" of a child's affection but perhaps not so much with your thoughts on dating when children are young. Single mums and dads are entitled to a personal life of their own as long as the children are first priority. Well constructed write.
Reviewed by Bob Holt (Reader)
Reviewed on July 12, 2003
I'm thinking that the guy who asks the child's permission to take them to dinner has an angle of his own. Now if he invites them to Chuck E. Cheese...
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