The Impact of Television Advertising of Food on Children - Research Paper Example

Introduction Different influences that are within a society create a specific response from those that are influenced by specific movements. One of the continuous changes that are within society comes from the media and the way in which different concepts are presented. A common concept that is used within society is the use of eating food and the different habits that it promotes among children. It is known from parents and the medical community that the advertisements that are a part of some of the food campaigns have the ability to change the healthy eating habits of children. Promoting specific types of foods and snacks cause various changes in what children believe they should eat as well as what is acceptable in society. Understanding the basic role that the media plays in eating habits and beginning to evaluate and change the way that the industry functions can help to alter the promotions that are being used. Background The main problem that is associated with children’s health and the media is based on what is being advertised on television and the promotions that are associated with this. The junk food, as opposed to the nutritious food that is advertised is imbalanced with what is being promoted. Specifically, there is a promotion that moves toward more junk food that shows that this is the best food to eat. For most children, this leads to unhealthy practices in the diets of children. The knowledge that children have about food, attitudes that they carry over what to eat and the intention of what should be eaten begin to change specifically because of the way that the media advertises and promotes different types of foods. The result is that positive and negative attitudes begin to change toward the presentation of specific types of junk food by businesses and advertisements while other advertisements don’t reinforce healthy eating (Dixon et al, 2007). Even though there is a question of the healthy eating advertisements that are in the media, many are continuing to advertise junk food and other components in the media. The advertising messages that are available to children are usually advertised specifically around children’s programming, such as Saturday cartoons. The messages that are available for junk food and from the media continue to be centered on a pop culture that creates a specific attitude and intention toward eating, as opposed to providing levels of knowledge about the food that is being eaten. While the impact is known to be changing a child’s health, there is little to no change that is occurring. The sustainability of the businesses is reliant on the messages and the ability to create an appeal to the children, which causes the concern of companies to rise. More importantly, many question whether the advertising is directly affecting the consumption of children or whether this comes from the surrounding environment that children are in (Maher et al, 2006). Statement of Position The concept of the media and the advertisement’s that are used for children directly affect the response that many have toward consumption and what they eat. It can be seen from the advertisements that children are introduced to different brands and junk foods that are not healthy, but instead promote a pop culture of eating that is based on unhealthy habits. Many believe that the impact that is made is one that is not effective in what children eat and are only used to promote a specific brand. However, a recent study (Borzekowski, Robinson, 2001), has stated that there is a 30 second effect after a commercial that directly effects children. If a child between the ages of 4 – 6 is given a choice of foods 30 seconds after seeing a commercial, they will directly go to the junk food that they have seen advertised, with the belief that this type of food is more conducive to their health. More importantly, the children were able to identify and recognize the foods that they were eating over a longer period of time, instead of gaining a sense of knowledge over the healthy foods that were available. This shows that there is a lack of knowledge and understanding toward the healthy foods and instead a focus on junk foods that instantly begins to train children on what they should eat (Borzekowski, Robinson, 2001). The younger children’s ability to recognize specific foods and the response that they have toward commercials is not only affecting the levels of knowledge and interest that children have. It has also been found that children that are most affected by the commercials are also in danger of obesity and lower health levels by the time they reach adolescence. In a current study (Halford et al, 2003), there was a recognition that there is a difference between lean and obese students. The obese children were more easily able to recognize different adverts and had more exposure to the advertisements and media, specifically based around eating around different media times. It was also found that students who were lean had more knowledge about healthy foods and were not as exposed to the media and the advertisements. The problems with health are showing a direct relation from the advertisements for junk food and the levels of obesity that are within society. The problems with health can then be assumed to not only be directly related to eating habits and exercise, but also the surrounding environment and influences that children are exposed to on a daily basis (Halford et al, 2004). Opposing Position Even though many recognize the harmful effects of the media on health and the lack of knowledge that children have toward healthy foods, many also state that this is one that is not the responsibility of the media. The first oppositional viewpoint that is linked to this is based on the set of responsibilities of parents as well as nutritional experts that are in the schools and community. If children are exposed to the other concepts of health as well, then the consumption and the eating habits are most likely not to change among children. More importantly, those responsible for the food consumption of children, specifically within the household, have the right to control what amount of junk food is taken in by children. Even though there may be some relationships to the food, children can gain knowledge over what is healthy as well as what foods and snacks are not as healthy to eat through the environment they are exposed to through their parents (Hitchings, Moynihan, 2008). The concept of maintaining control of weight and health is also known to affect children according to not only their exposure, but also their interest. In a recent study (King, Hill, 2008), several children were given advertisements over food. The main concept was to give healthy and non – healthy advertisements. It was then monitored which advertisements the children would remember as well as how their level knowledge would change toward consumption. After a week, it was noted that the health of the children didn’t change because of the exposure that they had toward the foods. The interpretation of the advertisements was disregarded, and instead the children continued to eat the foods that they were familiar with and which they had knowledge over.  By changing the children’s exposure to different foods and presenting information and interpretations in a different manner, the health status of children can change. This raises a question of whether the advertisements are solely responsible for the changing health status of children or whether it is based on the interpretations through the surrounding environment (King, Hill, 2008). The question that is raised is whether the persuasion is coming from the advertisements or the surrounding environment. Target Audience The main target audience that is known to be affected by the promotions in advertising and television are the children that are looking at the different messages. The changes in health and consumption that many are facing relate directly to the parents and families that continue to watch the advertisements on TV. For parents, families and those within the surrounding environment are specific concerns that are raised over the specific promotions and how they are influencing the health of their children. More importantly, there are specific concerns that are being related to how the advertisements are influencing children as well as families who are responsible for the health of their children. The consumption of foods and the demands that children are making through their knowledge and influences, is creating several imbalances and difficulties within the household as well as for consumption by children. For most families, there is a concern over the advertisements as well as how much these are influencing children with the amount of consumption of junk foods (Wiecha et al, 2006). Another target audience that is involved with the consumption of children is nutritional organizations and government links that are responsible for the advertisements. There are several different countries that have recognized the impact of different advertisements and the influence that they have over children. To change this, different countries are responding with specific policies and regulations that are limiting the amount of junk food in the country as well as the advertisements that are incorporated with this. The result is that corporations are forced to change the mixture of ingredients in the food. More importantly, there are requirements for the companies to look at different health concerns before distributing foods while changing the approach to advertising. The government and organizations that are pushing these different concepts are then able to create a reliable set of alternatives to promote health among children while affecting the surrounding environment for consumption of healthy foods (Caraher et al, 2006). Even though there are concerns over the health issues among children by several target audiences, it is also known that businesses and corporations have opposing viewpoints and concerns. The businesses that are manufacturing the different products for children are responsible for the success of the products. Their ability to work toward success within the corporation is dependent on the marketing and advertising that is used to increase the amount of consumption. For children’s foods, this means that the target audience is for the commercials during cartoons and other children’s programming. The businesses concern is based on their right to continue with the product line and to grow the product through advertisements that promote consumption among children. It is known that advertising campaigns are some of the most effective means to promote foods and to raise the amount of consumption for target audiences while other advertising means are not as effective. The main concern of the manufacturers and companies is to reach the target audience while growing a successful product line (Coon et al, 2000). Objectives and Proposed Action To change the way in which children look at TV and the consumption of unhealthy products, are different initiatives that can be taken. From the current studies and information given, it can be seen that children are being exposed to junk food and become interested in high sugar and high fat content that is a part of their diet. The need to create mandated action in response to this is the only way in which children can begin to gain knowledge about healthy foods while being surrounded in a different environment for eating and maintaining a healthy diet. From a specific viewpoint, are several government regulations and organizations that are promoting healthy foods for children and which are regulating the advertisements that are shown on TV. By lowering the level of exposure to unhealthy foods, it is balancing out the promotions and the desires of children to eat unhealthy foods. At the same time, other regulations that promote and sell healthy foods are being put into place to change the understanding of children and what is available in terms of consumption (Kelly et al, 2007). From one viewpoint, there is not the ability to stop businesses from manufacturing different types of foods or stopping the advertisements that are on TV. This will stop the production of companies and could cause controversy within the economy. At the same time, there are some that are stating that there isn’t a direct reaction from the TV and the advertisements shown to children and it is not directly affecting their health. Because of the opposing viewpoint, the precautions that need to be taken come from knowledge and individual initiatives within the household. The awareness of parents, responses from the community and the available foods that are healthy will help children to find a better alternative toward food consumption and will help them to begin changing the way that they eat. The more knowledge that children have toward food that is healthy, the more likely they will begin to change the influences and habits in their daily diet. Conclusion and Recommendations The association with television advertisements and the eating behaviors of children is one that is problematic. Many children are showing signs of obesity and other health problems because of what they are eating. To alter this is the need for the government and other organizations to monitor the commercials and influences over children’s programming. Policies and regulations, as well as a balance between healthy foods can help to change the way in which most are focused on eating. To further this, is the need for parents and educators to promote healthy foods and to make the junk foods not as readily available to children. As this is done, it will continue to change what is available to children and the knowledge they have for healthy eating. The controversy of children’s eating habits show a strong disposition because of the alterations in health that are occurring, specifically in relation to obesity. It can be seen from various studies that this continues to be a problem among children, with knowledge and recollection of specific food products that directly influences eating behaviors. Changing the internal environment and altering the way that health is looked at among children will begin to change how most eat as well as what is available. Furthering this by continuing to understand how advertisements affect children’s behavior for unhealthy eating habits will help to change what is available for children and the approach they have towards health. References Borzekowski, Dina, Thomas Robinson. (2001). “The 30 – Second Effect: An Experiment Revealing the Impact of Television Commercials on Food Preferences of Preschoolers.” American Dietetic Association (101), (1). Caraher, Martin, Jane Landon, Kath Dalmeny. (2006). “Television Advertising and Children: Lessons from Policy Development.” Public Health Nutrition (9). Coon, Katharine, Jeanne Goldberg, Beatrice Rogers, Katherine Tucker. (2001). “Relationships Between Use of Television During Meals and Children’s Food Consumption Patterns.” Pediatrics (107), (1). Dixon, Helen, Maree Scully, Melanie Wakefield, Victoria White, David Crawford. (2007). “The Effects of Television Advertisements for Junk Food Versus Nutritious Food on Children’s Food Attitudes and Preferences.” Social Science and Medicine (65), (7). Halford, Jason, Jane Gillespie, Victoria Brown, Eleanor Pontin, Terence Dovey. (2004) “Effects of Television Advertisements for Foods on Food Consumption in Children.” Appetite (42), (2). Hitchings, E, PJ Moynihan. “The Relationship Between Television Food Advertisements Recalled and Actual Foods Consumed by Children.” Journal of Human Nutrition and Dietics (11), (6). Kelly, Bridget, Ben Smith, Lesley King, Victoria Flood, Adrian Bauman. (2007). “Television Food Advertising to Children: the Extent and Nature of Exposure.” Public Health Nutrition (10). King, Lorraine, Andrew Hill. (2008). “Magazine Adverts for Healthy and Less Healthy Foods: Effects on Recall but not Hunger or Food Choice by Pre – Adolescent Children.” Appetite (51), (1). Maher, Jill Kurp, John Lord, Renase Hughner, Nancy Childs. (2006). “Food Advertising on Children’s Television.” Young Consumers: Insight and Ideas for Responsible Marketers (7), (4). Wiecha, Jean, Karen Peterson, David Ludwig, Juhee Kim, Arthur Sobol, Steven Gortmaker. (2006). “When Children Eat What They Watch: Impact of Television Viewing on Dietary Intake in Youth.” Archives of Pediatrics and Adolescent Medicine (160), (4). Read More