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Fast Food Companies Target Children in Their Marketing EffortsBook Report

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Fast Food Companies Target Children in Their Marketing Efforts

The concerns of public health against fast-food marketing are with proposed relationships between obesity and fast-food consumption among children and adults. The issues cut across the nutritional profiles of the fast-food menus. Basic causes of obesity include imbalances between energy taken in amounts, through drinking and eating, and amounts of energy expended on physical activity and metabolism. For the case of many children, energy deposition advances growth. In children, sustained imbalances of 2% of energy enhance the development of obesity. For children, 2% imbalance is related to 30 kilocalories daily and less than a quarter of a soda can or fewer French fries. Energy density in foods determines energy intake and fast foods with high energy density. Physiologically, people are unable to make vivid differentiation between density foods on a high- and low-energy basis (Smith (a) 67). It becomes difficult for individuals to regulate their energy balance against the passive overconsumption. Fast-food consumption translated to excessive energy intake and increased overweight and obesity risks. Frequencies of dining within fast-food restaurants are linked to obesity and increased body weight.

School advertisements are more popular as they reach target audiences and children directly from a single location. The main marketing agency across the industry is based on contextual morals. Schools that require more funds and advertising money are tempting. Amount of advertising as well as marketing targeting children continue growing rapidly (Zoumbaris 54). Marketing towards children for schools are within educational institutions and researchers claim possibility of could blur the children's differentiation of unhealthy and healthy food products. This is because it gives an impression that such products are good due to the advertisements in the institution. Many adolescents and children are within school environments daily while making captive audiences. The exposure to advertising among school environments is repetitive and maximal and presents definite advantages in light of competition from advertising and other performance limitations.

From the range of commercial messages targeting specific child-audience segments, children appear to be less dependent on the parents when learning about consumer values. This makes it possible for advertising and entertainment to aim at young children while shortening the periods upon which parents primarily socialize with the children's lives. Even though modern children ad's and adolescent concerns have a spending power of utilizing their consumer skills, there is a focus on maturity of careful thinking and solution of buying decisions. Media literacy research is important in understanding how adolescents and children are taught to achieve thoughtful consumer decisions and protect them from any commercial pressures of quick and impulsive buying (Smith (a) 76).

Youth channels engage more strategies as compared to general-interest channels while encouraging interaction with commercials for children through effective dimension criteria and in aspiring animated and branded elements. The messages broadcast for youth channels engage children more often as compared to actors and their voices than the general-interest channels. Moreover, the ads feature little boys. Children are presented as most of the time having no parental figures within the fast food ads. Mothers are often the parental figure. General-interest channels prefer using celebrities with advanced levels of success within fame. Three-quarters of fast food advertising messages among youth channels allow child and animated elements (such as characters and celebrities) to use general-interest channels. The implications are present among the majority of the messages. All interest television attain the format of choice among adult audiences, and specialty television continues to reach audiences that are homogeneous (Smith (a) 87). Channels that target children are the best ways of reaching them because the content of the channels is designed for them. Fast food marketing techniques use certain advertising campaigns with apparent promotion products popular among kids. This is a convenience for them while using strategies including animated characters, pleasant themes, or fun music to reach them.

For a long time now, fast food advertising is omnipresent within the acoustic and visual environments. More products are becoming available to markets, and the advertising's purpose raises the levels of awareness regarding potential consumers. The use of advertising strategies and the media expounds on the temptations of creating the essence of giving products a representation in which specific and significant appeals are achieved. The planning and executing process in promotion, pricing, conception, and distribution of goods, services, and ideas create exchanges offering satisfaction to organizational and individual objectives (Nestle 87). Marketing, in this case, bears broad processes that are inclusive of packaging, market research, distribution, product development, pricing, advertising, public relations, and promotions.

The persuasive advertising aspect emphasizes the meaning in the on perspective of children. Children continue advancing confidence on advertising. The kids lack an understanding of the persuasive dimension. This is because they are not aware of the abilities of detecting the dimension and children have more vulnerability in advertising. The focus enhances pleasure advertising from music directed at children. Pleasure experienced in such influences develops the consumption choices (Smith (a) 82). Children express their overall urge for independence at early ages. Most of the fast food brands selected is mixtures of marketing mixes with extensive subjects and numbers that childhood promotes. At ten years of age, children have a memory of many product brands. For the fast food industry, 72% of the children make more demands of getting specific products while visiting shopping stores with parents. Children with exposure to advertising show a trend of watching television with choices of least nutritional among products.

Agri-food marketing is rather impactful on issues of weight. Relationships between increment in childhood obesity rates, as well as agri-food marketing, have more establishments. The term 'junk food' helps in promoting a better understand the food type advertised among children. The foods with high fat, salt or sugar levels allow for diversification of nutritional value and consideration of bad health. Advertisers have the awareness of the implications of child in family decision processes. The impacts are reflected in family purchases while advertisers work on directly targeting children with an influence on parents for elements of purchasing fast foods (Friedland 65). They make continuous requests after watching fast food ads. Advertisements facilitate in associating product image. Children claim it soon as the sight of displays in the grocery store comes up.

Studies about children advertising show that eating habits are greatly changed through display of advertisements to children. The change comes from families' focusing on the changes in pace of life as well as advertising's influence. Medical studies link TV watching to aspects of obesity due to inactivity involved in the process. This is also influenced by the roles of incentives and consumption of sugar-sweetened foods. European agri-food divisions have signed agreements to refrain from targeting children below 12 years in their advertisements (Lemish 76). The elements of multi-agency and integrative approaches to obesity prevention are reinforced through the elements of pervasive shaping of market economies. In the society, the corporations' power is not ignored. The inputs correctly accuse partners of causing problems of obesity. Evolution of fast food business practices is emphasized in promotion and development of foods with high calories with particular relevance to empirical relation of increased individual level BMI and energy intake.

Food advertising influences dietary habits and food choices. Food as well as Beverage ads should not deflate children's credulity or inexperience. Messages encouraging unhealthy physical inactivity or dietary practices can be discouraged while encouraging positive, healthy messages. Governments can work alongside consumer groups in the industry such as the advertising sector in developing appropriate methodologies for dealing with marketing of food among children (Smith (a) 87). While this is a captive aspect, they have a golden audience among advertisers. The elements of advertising create a particular vulnerability in the unequal power relationship between advertisers with significant financial resources in creating ads and the credulous and naive children. Different studies contest those professionals within the industry for showing that children lack psychological maturity of grasping the persuasive and sales advertising objectives. For little ones, they lack ability of distinguishing the commercials on the program from programs that they watch. Children risk being misguided within consumption processes.

Modern day children of ages between 8 and 18 consume multiple media types with a simultaneous expenditure of 44.5 hours weekly in presence of television, game, and computer screens. This is more that other activities within their lives other than sleeping. There is a strong association between increment in advertising among non-nutritious foods as well as childhood obesity rates. Children of ages under age 6 are not able to distinguish between advertising and programming while children under the ages of 8 lack an understanding of persuasive advertising intent (Smith (a) 98). Advertising targeting children of such age is very nature exploitative. The children develop remarkable abilities in recalling content from ads in which they have seen or heard. The product preference is shown as an occurrence of single commercial exposure coupled with strengthening of repeated exposures. The product preferences influence product purchase requests of children and the requests impact on the purchasing decisions… [END OF PREVIEW]

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