The more this commercial comes on the more I don't like it. It's the one with the fish sticks where the little girl is talking negatively to her mother about the minced fish in her fish sticks.
I know that the little girl is cute and that the commercial is, at first glance, intended to be humorous. So what bothers me about it? Several things really. There's the attitude of the child, the shocked expression of the mother and the mother then soothingly capitulating to the child by offering her the brand being advertised. Finally the little girl chortling about how flaky her new fish fillet is.
I've been reading “Born to Buy” by Juliet Schor. In it she talks about the vast majority of food purchases being driven by children. How the manufacturers are deliberately pushing the idea of stupid parents, promoting the idea that the children need to be in charge, and spending enormous amounts of money on psychologically marketing to the children. This commercial embodies everything that the book is talking about.
As a Nutrition Educator I also look at the fact that this is a really unhealthy product. According to information I found online (since I can't bring myself to buy a box just to have the ingredients and nutrition facts) one serving has 250 calories with a fat content of 15 grams and a very high sodium content of 350 mg plus sugar — who eats sugar with fish? The ingredients list has pollack, enriched flour breading mixed with hydrogenated oils, TBHQ, MSG and other chemical ingredients. If you want to feed your child fish buy fresh cold water fish for them; it's far healthier and will provide more essential fatty acids to help their development. If they insist on breaded fish you can bread it yourself at home without all the chemicals and make a far healthier version.
If they eat over-processed, junky fish they'll have a harder time learning to eat healthful, whole food style fish. Do your kids a favor and buy them the real thing.