Marketing Of Food And Non-Alcoholic Beverage To Children Case Study

Advertising companies that produce commercials of food are taking an effect of teens healths. Anna Lappe discussed this situation in a video called, Real Food Media Project - Mythbusters Ep.2, she says, “... By the time Ida graduates from middle school one in three of her classmates will either have diabetes or on their way to getting it…” The children of this world are being affected by the foods that they are eating, these children are eating harmful products that can affect their health later on in their life. Another statement Anna Lappe discusses in her video is, “... only 16%...” of these kids are eating fruits and vegetables.

“Congress should ban advertising that preys upon children, it should stop subsidizing dead-end jobs, it should pass tougher food safety laws, it should protect American workers from serious harm, it should fight against dangerous concentrations of economic power (Schlosser). People must wonder how is it that a fast food company has so much customers. Advertising is the answer. The power advertisers have to be able to influence so many people 's decisions and affect people’s lives especially the lives of young children is incredible. Advertisers know just who to target and they research how too. In Eric Schlosser’s book Fast Food Nation, Schlosser explains to the readers how advertisers use techniques to draw in customers. A technique used is the “cradle-to-grave” which focuses on children to make them lifelong consumers. Like many researcher, Schlosser, has found that advertising to children when they are younger makes them be loyal to the company, and a child 's “brand loyalty” may begin as early as the age of two (43). Fast food advertising reaches out and harms families everywhere. This is why it is crucial that the people to make changes in their lives and change the way fast food is affected us.

As the author of article “Regulating Food Advertising to Children,” Margo G. Wootan proposes, “Responsible food marketing to children must address not only how food is marketed but also which foods are marketed to kids (334).” She believes that even in the absence of government control there should be some guideline for food marketing to act responsibly and not encourage children to eat foods that are harmful to their health and well-being. Because of the increasing rate of childhood obesity in the United States, the author suggests a compromise approach between marketing techniques

Children spend nearly $30 billion of their own money on junk food. Marion Nestle stated on https://www.nejm.org that, “The food companies make misleading claims and they spend massive amounts sponsoring scientist and major health organizations to influence their research and guidelines.” Yet, marketing’s recent tactics have gone way further to persuade children. Along with television advertisements, they have shifted to product placements in toys, games, educational materials, songs, movies, and much more. The IOM noted that “…by two years of age most children can recognize products in supermarkets and ask for them by name.” More children are becoming obese and diabetic before they’re old enough to make decisions about these

Advertisements are everywhere. They are a major part of modern day society. Whether it be a television commercial, an internet banner, or a billboard, advertisements influence people of all ages, but they affect a certain age group much more than others. Children ranging from toddlers to teenagers are exposed to thousands upon thousands of advertisements each year. Some of these advertisements are damaging to children, while others are a positive influence. Advertisements can either be used as a tool or a weapon. Food advertisements and manipulation strategies are both positive and negative, and how companies use them decides whether or not marketing to children is ethical.

Whose fault is it? Every day children are sucked into marketing ads and techniques created by multi-million dollar companies. Is it right for companies to target children who cannot think for themselves? Or should parents and guardians be at fault for their child’s engagement with certain foods or product. Multi-million dollar companies have the power to change the world with their advertising of certain products, however, responsible parents also have the power to change their child’s life.

Although adults can view food advertisements critically to diminish their intended effects on their diet, Mello, Studdert, and Brennan found that children do not have this same cognitive ability (2605). They found that children under eight years of age are “generally unable to understand the persuasive intent of advertising” (2601). This means that children aged seven and under may not be able to distinguish the difference between when they are being marketed to and when they are being educated, for instance. This is likely the reason why “children who watch more television than do other children are more likely to identify incorrectly which of two foods is more healthful” (Mello, Studdert, and Brennan 2605). Studies have found that around 50% of “all nutrition-related information in television advertisements is misleading or inaccurate” (Mello, Studdert, and Brennan 2605). The food industry’s advertising practices are deceitful and harmful, yet they are not currently subject to legal

Childhood obesity is a significant concern among adolescents today. In the article, “The Impact of Food Advertising on Childhood Obesity” published by the American Psychological Association, expressed the effects of advertising on youth. The American Psychological Association explained, “Almost three out of every four foods advertised to children falls into the unhealthy categories that contribute to the obesity epidemic”. Children ranging from ages, eight to eighteen, consume on average about 45 hours of various types of media per week. The link between childhood obesity and advertisement

Although seeing one’s favorite celebrity on television can be exciting for children, it can lead to a misunderstanding between the child and the representation of the product. For example, in the article “Kids Finally Speak on Celebrity-Based Ads for Food and Beverages,” the authors state that children can misunderstand a product that is unhealthy for them as a product that can make them as fit and healthy as their idol. Although celebrities are useful in the marketing strategies used in business on a daily basis one must look closely at the impact the advertisement will have on the target audience. This impact includes health impacts on the children today and the future generations to come. For the reasons that follow, celebrities should not advertise or endorse products that are unhealthy for children or teenagers because the motivation of the celebrities to endorse such products are in question and children are

Elaine Kolish, Vice President of the Council of Better Business Bureaus (BBB), discusses the Children’s Food and Beverage Advertising Initiative (CFBAI) that was launched between the bureau and ten leading food companies in the United States. The goal of the initiative is not to eliminate food advertising to children, primarily under the age of twelve, but to advertise products that are more nutrient dense and lower in calories, sugars, sodium, and fats. The CFBAI evaluates how and if such commercials are intended for children in addition to setting criteria as for how to limit these factors. The CFBAI is making efforts to promote and recruit more companies and agencies into exercising their ideas and changing nutrition regulation within the

The advertisements for these unhealthy food products are specifically aimed at children. They are colorful, have upbeat music and many have branded characters. The article states that the more young children are exposed to the food advertisements for unhealthy products the more they are going to believe that these products are what they should be eating. Unhealthy foods counts for 84% of all foods advertised (683). These commercials seen over and over again are going to be stuck in these children’s heads and when out shopping with adults they are likely to ask for these products. The responsibility does rely on the guardians, but they shouldn’t have to battle their child at the grocery store. When a young child sees these ads and is persuaded that they need these products it will more than likely cause a struggle while shopping or when these kids are not with their guardians they are more than likely going to choose these products and eat more of them if restricted at home. The point isn’t that adults should be able to deny their children these unhealthy products, it is that the media should not be brainwashing these children who are not old enough to even understand what persuasive advertising is. Not only are children exposed to the television ads, food ads are also in video games, youtube videos, and magazines. Many brand

Based on the nature of the products sold, as well as the means of targeting the customers, Innocent faces severe competition from three distinctive players:

In today’s society, the food and beverage industry is faced with an ongoing ethical dilemma because they are far more concerned with making money than providing a good, safe, and healthy product for consumers. The biggest victims in this unethical marketing scheme are children. Children are the least informed and most influenced of all potential consumers (5). Although children usually don’t directly purchase these products themselves, their desires strongly influence their parent’s decision on what to buy and what the child will eat. Most products geared towards children are unhealthy, processed foods that are high in sugars and low in nutritional content (6). This has led to a rise in childhood

Food advertisements, if focused at the right people and in the right places, are a complete success. These features, some of which are commercials, seduce society into buying food that we necessarily do not need. Many advertisement companies, especially those about food, are directed to children because they know that if you grab the kids you have their parents. While brands are using fun cartoons like “Trix Rabbit” and “Toucan Sam” (Green, 2007, p. 49) supermarkets are taking these items and placing them right in front of the children, at their level, advertising the “Fun foods” (Elliot, 2008, p. 259-273). They do this so the kids will use their, “pester power” (Scholsser, n.d., p. 2) to get what they want. A series of studies have been performed on children and television advertisements. An article states, “These studies have generally linked children's television viewing to negative health effects” (Korr, 2008, p. 451). Amongst these negative effects is a higher level of childhood obesity (p. 451). Similarly, in another study performed by a group of researchers, kids were asked to explain the television commercials that they remembered the best. The answers given were then compared with their diets. Interestingly, the items those children remembered best, chips, sweets, and sodas were a huge part of what they ate (Hitching & Moynihan, 1998, p. 511-517). However, some authors argue that television producer’s, even though their

“Marketing is a social process by individuals and groups of people get what they need and what they want through creating, offering and negotiating free products and services of value with others”. However, actuality, the intense marketing of food toward the children, in fact, have offered what they need? What a child needs to eat when the question is what kind of food? There is the possibility of a child, too young, that does not have a defined taste, who can not tell exactly what they are eating and also they are not aware of the nutritional value of foods, be skilful to have a wish? Would have a child under one year, the ability to want a specific type of food which they never experienced before? So, who needs what and who is desiring to by whom? Children, parents, or the advertising of foods? Currently, vehicles of transmission to the public are increasingly dispersed. Most advertising messages relating to food have younger target audience. The use of food to different marketing vehicles of information has allowed reach an increasing number of child consumers and consequently their parents since they allow entry of marketing in their homes or food choices outside when they buy products that children ask. For consequence, they are contributing to change their habits and feeding behavior, so children become not healthy, overweight and obesity. The kids are all the time being visually exposed through various types of marketing related to food advertising from the media,