Children spend huge amounts of time watching television, surfing the web and playing on their iPods or iPhone's. Each one of these media outlets contains advertisements, including food advertisements. As I have stated in previous sections of this website, children have little control over persuasion. They are the easiest audience to convince. Food advertising has become linked to a massive problem in the United States, obesity. Childhood obesity is now linked to advertising and the media.The American Psychological Association quotes from the Centers for Disease Control and Prevention, "the prevalence of obesity has more than doubled among children ages 2 to 5 (5.0% to 12.4%) and ages 6 to 11 (6.5% to 17.0%). In teens ages 12 to 19, prevalence rates have tripled (5.0% to 17.6%)" ( The American Psychological Association). These rates continue to rise and obesity continues to be a severe health risk to young people.
A study that was published in Time magazine conducted by A team of public health researchers from Yale University’s Rudd Center for Food Policy & Obesity, spent more than a year compiling data on 12 of the nation’s biggest fast-food restaurants. Eating fast food as increased over the years according to the research that was reported. "One-third of children and teens reported consuming fast food at least once a week, and 16% to 17% of adolescents’ caloric intake came from fast food restaurants" (Melnick). Advertisements for fast-food restaurants aim at kids. They show the toy that will come with their meal and many times use characters for their mascot. These are all different ways to attract children to eat at their restaurant. “Companies are saying, ‘We don’t advertise to children,’ but all they are really talking about is what they have in TV commercials" (Melnick). Read more: http://healthland.time.com/2010/11/08/study-fast-food-ads-target-kids-with-unhealthy-food-and-it-works/#ixzz1u7ftPp4W Ronald McDonald- McDonald's mascot |
The video below argues that advertisements are creating more and more childhood obesity. The amount of time children spend watching television is growing and marketers continue to advertise junk food to children.
Marketing companies such as Coca-cola and McDonald's have joined together with different organizations to help decrease childhood obesity. However, this is just another way for them to advertise to young people. McDonald's has come out with apple dippers to replace french fries in happy meals. However, they still sell soda and french fries! CBS news online reports that "McDonald's is also a supporter of supporter of the official web site for Childhood Obesity Awareness Month" (CBS). Obesity is one of the most dangerous effects of advertising unhealthy foods to children. There are many other effects in advertisements that persuade kids, such as the stereotyping that is involved in many of the advertisements. Click here to learn more about how advertisers create gender roles within ads and society.
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