The earliest favorite show I can remember is easily Batman: The Animated Series. It debuted in September of 1992, when I was four years old, and before Warner Bros. had its own television network devoted to younger programming. Today, the show is seen as an animation landmark. Following its debut, other shows began emulating its animation quality. The creators incorporated an Art Deco and 1940’s film noir atmosphere, even painting backgrounds on black paper. They were inspired by the Max Fleischer Superman cartoons of the 1940s, as well as the timeless stylization of Tim Burton’s films in which cars and fashion of the ‘40s blended with a modern world.
Although it aired on Saturday mornings, in which I first watched them, my fondest memories come from when it was on weekday afternoons. I remember watching it daily during my Summer vacations, and during the school year shortly after getting home from school. By this time, 1997, I was 9 years old. Batman: TAS was added to an anthology hour titled The New Batman/Superman Adventures, which included an update of Superman: The Animated Series, which had debuted in 1996 by the same creators of Batman: TAS, Bruce Timm and Eric Radomski. As a child, I also enjoyed Superman: The Animated Series, and as an adult (and avid comic fan) I revere the character of Superman slightly more than Batman. However, nothing from my childhood surpasses the thrills, the level of danger and suspense, the concepts,—many of the stories were adapted directly from classic mythos in comics—the humor and sheer of quality of Batman: The Animated Series.
It’s clear today, and I never would have perceived it as a child, that the commercials were being directly geared toward me and my demographic—boys. Commercials during this time were of fast food restaurants, action figures, play sets, family films, candy and video games. In retrospect, it amazes me how effective that television works as a commercial machine. Despite always being aggravated by commercials, and as much as passively watched them, most of my Christmas and birthday presents were comprised of things I asked for. I knew what I wanted because I had seen it on TV. It’s almost subliminal. It’s like brainwashing. For example, young children will want McDonald’s for dinner, because the TV tells them they want it for dinner—they even give you a toy!
Looking back on the programming of my childhood, and the advertising etched into my brain alongside Batman, it makes me all the more grateful to be living in the information age. It’s an age where I can download a show, such as Batman or any number of childhood favorites, and watch it without being asked to buy things. Although I certainly didn’t care about this when I was a child, I would rather enjoy a show on its own merits, without having to endure the advertisement. I can safely say, however, that I’ve never been captivated by commercials. Instead, they always impeded upon the show I was enjoying.
This is not to say that Batman: The Animated Series was some sort of punk rock show with an anti-capitalist message that I appreciated for its artistic merits. No, while viewing Batman and Robin squaring off with The Joker (played by Mark Hamill, who made a new career for himself), I was being sold to still. That show had me hooked. Therefore, I was going to want the merchandise. I had Batman bed sheets, an electric toothbrush, and several boxes full of Batman action figures. I had Batman video games and birthday party themes. And that was with the animated series alone! If you counted, all the movies, comics and merchandise from both, I’ve invested a lot into Warner Bros.’s franchise.
Although part of me wants to instantly object to the simple notion of advertising to kids due to how manipulative it is, I suppose I shouldn’t complain too much if their product satisfies, and Batman: The Animated Series certainly did.
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