The Damaging Influence of Advertising on Children Can Be Reduced.

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The damaging influence of advertising on children can be reduced.

Outline

Title: The damaging influence of advertising on children can be reduced.

I. Introduction

Thesis statement:

As advertising causes childhood obesity, which can lead to serious diseases, government and schools should take urgent actions to improve the situation.

II. Background of the problem

1. Marketing Industry

2. Children

3. Increased risk of being overweight and its serious consequences

III. Solution one

The first possible solution is that government should restrict the attack of food marketing on kids.

A. Advantages

1. Decreased number of commercials

2. Elimination of junk food marketing

B. Disadvantages

1. “The system has kinks”

2. Difficulties in identifying junk foods

3. Limitation of democracy

IV. Solution two

Another feasible solution that schools should create a healthy environment.

A. Advantages

1. Availability of healthful foods

2. Improvement in kids’ diets

3. Connection with local farmers

4. Health education

5. Promotion of nutritional products

6. Decreased rate of obesity

B. Disadvantages

1. Long cafeteria lines, not enough time for lunch, noise

2. Accessibility of competitive foods

3. Schools’ fundraising

V. Conclusion

To sum up, due to the negative consequences of influence of commercials on children, it is important for authorities and educational institutions to start taking steps to tackle this problem.

Advertising becomes an inseparable part of people’s life. Nowadays marketers are more interested in children, because they not only spend a big sum of their own dollars on promoted products, but they are also the future consumers. However, advertisements in most cases promote high-sugared, high-fat food products. They affect child’s product preferences and it leads to different health problems, such as obesity. Being overweight and promotion of products are strongly connected. As advertising causes childhood obesity, which can lead to serious diseases, government and schools should take urgent actions to improve the situation.

Marketing industry nowadays is growing very fast and is one of the most lucrative businesses. For example, the cost of promotional time sold to advertisers has risen from 0 in 1982, to $107 millions in 2003 (Linn, 2004). In fact companies spend a large amount of money on marketing. In 2002 McDonalds spent almost $1,3 billion on different commercials (Linn, 2004). In 2001, Burger King spent $80 million on advertisement oriented just to kids (Linn, 2004). Food industry attracts consumers to buy unhealthy, high-sugared, poor nutritional products. In this case, the most vulnerable are children, because they could not distinguish between commercial messages and reality. They associate products with the context of advertisements. It is expected that kids watch more than 20000 promotions annually, half of which are of the junk foods (Goldberg, et.al., 1979). So their bids for advertised foods are connected with commercials (Linn, 2004). According to the study by Goldberg, et.al. (1978) kids are more likely to choose promoted products, than not advertised vegetables, fruits and nutritional foods. High exposure of kids to foods in advertisements is one of the main factors of the development of childhood obesity. The poll in Advertising Age has shown that about 77% of people strongly believe that there is a direct connection between commercials and being overweight (as cited in Linn, 2004). Furthermore, obese kids have a risk of serious diseases, such as Type II diabetes, gallstones, osteoarthritis, etc and psychological disorders, like feeling unhappy, low self-confidence (Morrill., & Chinn, 2004). On the whole, advertising industry controls children consumer behavior and causes obesity among young ones.

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