Issues of food advertising on children

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Journo, Johana
Issue Date
BA of Business
Dublin Business School
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Children and adolescents are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand building and influence food product purchase behaviour. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions. Foods marketed to children are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations (Jean Pierre Poulain, 2009). Through this dissertation, the researcher will understand which are the issues of fast food advertising on children. The aim of this business project is to explain the relation between the issues of fast food advertising and the children’s behaviour. The researcher will try to explain how fast food advertising leads to negative impacts such as obesity, malnutrition and addiction in children. The literature review allows the researcher to gain an important amount of knowledge marketing and cultural aspects of fast food advertising. The researcher also conducted an online survey to interview parents who have children aged between 5 to 12. This questionnaire allows describing and understanding the attitudes of parents about theses issues, which flow from fast food advertising on children. My target is parents of children, so it is a non-probabilistic method as all the persons of the studied population are potentially eligible in my sample. Author keywords: Fast food, advertising, children