Food+Advertisements+and+Children



toc

__Food Advertisements and Children__
The food and beverage industry is growing rapidly targeting children in their early stages of development. Companies are geared towards marketing campaigns directed at children in order to gain an immense force within food consumption. As children are highly pervasive towards advertisements (since they do not understand what is actually happening), brand loyalty and brand awareness are developed early, and this could even continue into adulthood having a significant impact on their eating habits and overall health and nutrition.

Children ages 5 and under see advertising as form of entertainment. Between 5 and 7 they are able to distinguish advertisements from other programs. By 8 years old they are able to understand advertisements and its general intent to persuade. After age 12 children can think critically about understanding advertisements (OFCOM 2006). media type="youtube" key="8XKOLe7X6f0"

__Health and Nutrition__
A study revealed that the amount of time spent viewing television can relate to poor diets, poor health and even obesity. Inactivity due to prolonged television viewing can replace exercise and lead to low metabolism. Television viewing is said to reveal consumption patterns where there is frequent snacking, eating of pre-prepared food and even fast food. It also exposes viewers to high in fat, salt and sugar foods"(OFCOM 2006).


 * Popular commerical television ads**: Confectionary (Sweets, Chips etc), Fast Foods (McDonalds etc).
 * Least broadcasted**: Fruits and Vegetables.


 * Comment**: What ever happened to those "Got Milk" commercials that featured celebrities promoting healthy bones and teeth?


 * FACT**: “American children get over 50% of their calories from fat or added sugar (32% and 20%, respectively)” (Story 2004).

**__Aesthetic Effects__**
Television is the largest source of commercial advertisements in the US. Commercial advertisements have a certain aesthetic effect, especially when it comes to food. The visual appeal of commercial food advertisements entices viewers and their appetites. Popular slogans such as “I’m Loving It” ([|McDonalds]) and “You’ll love the stuff were made of” ([|Pizza Hut]) seem to resonate in our heads.




 * Question:** What are you thinking about when looking at these images?
 * Possible Answers:** "Mmm...Looks Good!", "I'm Hungry" ...
 * Improbable But Valid Response:** How much does it cost?

Food is a necessity for human survival. It is different from other goods because inevitably it must be purchased. In this scenario focus is placed on relatively affordable foods, not luxury items such as caviar. For most goods, products are purchased based on affordable wants and needs. Price is most likely a key determinant influencing a purchase. However, when it comes to food, there becomes difficulty in labeling certain foods as a “want” or a “need” and the distinction becomes blurred. The assumption here is that most people can afford food, and luxury foods such as caviar are out of the question. Since most food is affordable, and considering that food a necessity, price is no longer the threshold that purchase decisions are based upon. When it comes to people’s appetites, the innate desire to eat prevails. The images shown above are aesthetically strong enough to entice viewers. Television commercials have an even stronger effect on the senses incorporating movement, audio and visuals.
 * Price and Aesthetics:**


 * FACT**S
 * "Over 75% of US food manufacturers' advertising budgets and 95% of US fast-food restaurant budgets are allocated to television"
 * "US children may view between 20,000 – 40,000 commercials each year” (Story 2004)

__The McLawsuit__
The notorious [|McLawsuit] case; parents of overweight children tried to sue McDonalds for their obesity-related health problems. "The plaintiffs argued that McDonald's should therefore be held accountable for the girls' obesity, heart disease, diabetes, high blood pressure, and elevated cholesterol" (Wald). One of the girls; Jazlyn Bradley, 19, is 5-feet-6, 270 pounds, claimed that the McMuffin during breakfast and a Big Mac meal for dinner was part of her routine diet. The case was later dismissed.




 * Any comments? Suggestions? Feel free to add**

__Related Links__
>
 * Advertising - Provides a description of advertising, different types, and goals of advertising
 * Bathroom Advertising - There doesn't seem to be a place where ads can be avoided!
 * Billboards - Eyes on the road !!!
 * Commercial Advertising - An excellent page with detailed historic and background information, the different types,and effects of ads.
 * [|Click here on a article on fast food and children]

__References__
OFCOM. "Child Obesity - Food Advertisement in Context". (2006). Online at 

Storey, M. & S. French. "Food Advertising and Marketing Directed at Children and Adolescents in the US". The International Journal of Behavioral Nutrition and Physical Activity. University of Minnesota (2004). Online at <[|http://www.ijbnpa.org/content/1/1/3>.]

Ward, J. "McDonalds obesity suit tossed". CNN (2003). Online at <[|http://money.cnn.com/2003/01/22/news/companies/mcdonalds/index.htm>.]

Images courtesy of Mcdonalds.com and Pizzahut.com Hamburger:  Ice Cream: <[|http://www.sakida.com/ice_cream_sundae_catering.jpg>.] Pizza: < http://www.prevention.com/images/cma/goat_cheese_and_red_pepper_pizza.jpg > Banner: 