This research proposal describes the consumption of weight loss and UK television adverts. This paper outlines government authorities and their policies on promoting healthy eating habits, and the type of food and drink advertised through innumerable commercials on television channels across the UK…
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Such mixed messages send confusing signals to the viewers that lead to unhealthy dietary habits among them. In the UK, high levels of apprehension are, presently, based on the indication of growing obesity among children (WHO, 2000)1. Earlier, such concerns were focused on such factors as nutrition, dental health, dieting and anorexia (Kopelman 2004)2. The fact that the food industry is among the top most players in the field of advertising is widely known and acknowledged3. According to OFCOM, the total UK spending per year, in the food and beverage category totaled £743 million, of which £522 million spent solely on television advertising and £32 million targeted during children’s airtime4. On the whole, food-related advertising on television is largely dominated by such products as breakfast cereals, confectionery, savory snacks, and soft drinks, followed closely by fast-food restaurants. The evident contradictory messages recognized among food-related television commercials seem to convey unusual ideas concerning food consumption to the viewers. It is commonly known that foods that are healthy and contributing to weight-loss contain such characteristics since unnecessary contents/ingredients in them are either lessened or removed while foods that are good in taste and are fun to eat are likely to be those which lack adequate nutritional value. In view of the contradictory messages conveyed by television commercials, concerning the importance of dieting/use of weight loss or slimming food products to accomplish a skinny ideal; the amplified prevalence of obesity in the United Kingdom; and widespread televised messages promoting its viewers be ultra-skinny and at the same time indulge in fatty foods, there appears to be a significant inconsistency in the media messages conveyed to the UK population with regard to healthy and harmless food habits as well as notions about proper means of weight control.
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