Passing through any of the major towns or cites
Passing through any of the major towns or cites, it is almost certain you would spot nothing less than a dozen food posters exhibiting their fresh menus and the newest creation in the fast food industry. This is not there for the sake of advertising. However, it has a specific purpose it tends to achieve.in latter years, fast food and drink business in the UK have discern that young children and youths are very influential in the market force. Hence, advertisers and food marketers aim adolescents and young children with these adverts of junk foods. Many of the advertisers and food marketers find it astonishing how the spending techniques of the youth are or the way in which they persuade their parents to purchase these goods. This is an advert goldmine for them. Therefore, they keep providing these adverts .in spite of genetics affecting the size and shape of our body, there are further elements to look at as well, such as; the advertisement and the environment in which one lives .in todays generation, individuals are picking up weights due to the bad food decisions such as junk food and binge drinking. Individuals are now consuming snacks that are not nutritious, high calorie fast food and drinks and the overall lack of exercise, these all lead to the obesity endemic we all witness today. A recent report from the world health organization (WHO) states, “The childhood obesity epidemic is a serious public health problem that increases morbidity, mortality, and has substantial long term economic and social costs. “A number of techniques are in use to lure children, starting with adverts, video games and the colourful toys we now see in meals. This essay tends to examine the impact food advertising, marketing channels have on children, and youths in the UK, also viewing the extent to which food adverts influence the eating behaviours and further linking this to the Fowles and Leiss theory.
Having the right nutrition or diet is vital for the well-being; growth and development, especially in the early stages of one’s childhood (Reisch, 2013).similarly, bad eating habits that are accustomed during the early stages of one’s childhood tend to spread on to their adulthood and then lead to long-term health risk. A number of research have been done on the dietary patterns of UK citizens especially adolescents, and it has been established they do not meet the global dietary goals they set (reference). Furthermore, there has been a shift in consumption paradigm in the past few years. Younger children now tend to have larger proportions of food away from the comfort of their home. Adolescents are seen to gain more than 50% of calories on fat and the rest on sugar. (Reference) these stats are very freighting and only get worse if the right policies or bans are not put in place.
A number of research have gone into the literature on how food are marketed, most of which been in the earlier years, it was somewhat concluded that television advertising drives the fondness for these foods advertised in young children, as well as their consumer behaviour. (IOM, 2006).these study similarly pointed out, the need for further examining on causes of food marketing in different sectors. Entailing causes of non-television adverts, also pointing out the need for further study on the effectiveness of adverts as a form to boost health preferences.
Although updated research into food adverts cause is proven useful, the discussion about marketing of food has changed. The debate has moved from whether marketing of food have an adverse effect on adolescent’s health, to a completely different discussion on how to save them from its apparent impact (Swinburn 2008).current ban on junk food marketing to adolescents in uk clearly prove this. The underlying controversy stays ringing, as to how to save young children from hands of extreme marketing .is the only definite route to reduce youth dissemination to food adverts, or is the display of some sectors of marketing of some foods, or advertising to certain people justifiable, or even overall instrumental?
Through technology, new doors can be unlocked for a whole new inception of psychological research(reference).one where the overall focus is placed on how these adverts impact on children.in todays economy, minimal study have been put into the ongoing psychological theories and ways to grasp the system of how marketing of food impact the wellbeing of young children. Popular belief, gained from previous psychological theories such as the 1970’s are still very active in todays literature on the causes of food advertisement’s(calvert,2008).similarly, these beliefs come with suggested answers, leaving out sophisticated knowledge on psychological process which cause these problems. Solutions to these problems must be done based on hypothesis. This hypothesis show a different way to point out how advertising of junk food impact adolescents and a fresh structure to assess possible ways to save them from the bad impact.
There are a number of theories used to analyse the causes of food adverts.one of which been the information processing approach (McGuire, 1976) .in this model enticement is considered to have a mindful and balanced sub sequential path from disclosure to behaviour. This is believed to be driven by ones choice, demeanour and opinion towards the marketed product (iom, 2004).this approach tends to place its focus on ones perception, interpretation and belief of the message given off in these adverts. Information that is directly in ones face and easy to processed is believed to have the most influence and ,on the contrary, openness to more subtle forms of advertising such as pop ups on website and brand logos on educative materials will deem insufficient. Similarly, Piagetian theory which suggest the posit age-specific stages in children’s consumer development resulting from differences in their cognitive abilities. (John, 1999).a theory which concludes that as people start to grow more cognitive .this will lower the impact of marketing. adolescents will be better equipped to defend themselves from the marketing messages(wartella,1977).both of these models suggest that education about diet, the adverse impact of junk food and the alluring intent of marketing, will aid to rectify the influence of information bestowed in bad food advertisements.
Most of the suggested answers to this adolescent’s obesity epidemic rely on these old theories. Ban on television marketing to adolescents, promotion of healthy food and exercise, and media proficiency put into the curriculum of schools. Suggest that adolescents are more liable to the marketing impacts and that the ability to withhold will only grow with maturity and knowledge(Harris 2010).however, research have proven that these solutions are inconclusive, and may even have an adverse impacts on the causes of food marketing.(Wardle ; Huon, 2000)
It is possible, that these old models used to define the impacts of food marketing have overrated the usefulness of adolescents understanding the manipulative intention and cognitive capacity to protect themselves from these extreme marketing endeavours. This prominence may seem to cap researchers’ ability to point out possible answers to the unhealthy impacts of food marketing in the future.