Regulating Food Advertising for Children

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Regulating Food Advertising for Children

Mollie Burdick
February 14, 2012

HU 101 Critical Thinking
Herzing University Online

The most popular form of advertisement that companies use is association. This is done by having a famous actor or actress endorse the product by being in a commercial or using that product in their television show or movie. This form of advertisement is more effective in teens wanting to fit in. For even younger children they base what they want by what character or toy is in the commercial or on the front of the box. For example: Tony the tiger, Toucan Sam, and The Captain from Captain Crunch. Children associate things being good for them when they see them presented to them in this way, especially when they hear for example Tony the tiger saying “their great!” This is why, “thirty years ago, the marketing industry established the Children’s Advertising Review Unit (CARU) specifically to recognize that material which might be truthful and non-deceptive for adults could still mislead young people” (Liodice, R). There are guidelines for just about every aspect of our lives. Now they are trying to enforce stricter guidelines on how companies advertise their product. But can this be done without violating a company’s right for the freedom of speech? Yes, companies just need to be a little more creative. So in order to help fight childhood obesity, Liodice explains that “companies, individuals, families, schools, governments and the media need to work together in ways that will bring better health to everyone in this country” Advertisements are being targeted the hardest because children spend way too much time watching television. The average child watches about one thousand hours of television a year. “On average, children ages 2-5 spend 32 hours a week in front of a TV. Kids ages 6-11 spend about 28 hours a week in front of the TV and 71% of 8- to 18-year-olds have a TV in their bedroom.” says Kyla...
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