The Impact of Fast Food Marketing on obesity Research Proposal

The Impact of Fast Food Marketing on obesity - Research Proposal Example From this point it could then be agreed upon by many that television fondness among the present generation towards the next generations is here to stay. In fact, 70% of the viewers of these particular themes are young children from the ages two towards the ages six, who are known to believe whatever they see in the television. They are not that much capable of setting apart the truth from make-believe. Hence, upon seeing the programs that were mentioned above, they are disposed of to beliefs that they are able to become like that of the characters that they see on television. Children as young as they are have no limitations as to what they are supposed to or not believe in (French, 2003, 14). This particular vulnerability among young viewers have been used as an advantage on the part of the advertisers [particularly that of fast food establishments]. According to Business Week magazine, the typical American is exposed to about 3,000 commercial messages each day. How do people react They tune out, either literally or mentally. At best, most people give advertisements only partial attention. (Greenwood, 1990, 43) To overcome viewer apathy, advertisements must grab our attention. Television commercials feature stunning visual effects. They strive to be entertaining, dramatic, funny, puzzling, or emotional. They feature celebrities and lovable cartoon characters. Many use sentiment to hold our attention, perhaps by focusing on cats, puppies, or babies. In this case, food presentations and "kiddie" values are used by advertisers to present the products that they are luring the young ones with. The truth between the relationship of television advertising and... This essay "The Impact of Fast Food Marketing on obesity" outlines how strong television impact could be upon the viewer and how it affects the level of obesity. Most people think that advertising does not really affect their decisions. They think they ignore it and make up their own minds. Money-wise business executives know better. Throughout the world, these men hang their fortunes on tremendous advertising budgets. They build wants and sway our thinking in ways that we may not even realize. Advertising messages strike our eyes and ears from all directions—from newspapers, magazines, television, radio, billboards, buses, subways, taxicabs, river barges, T-shirts, and from other sources too numerous to mention. It has been estimated that Americans encounter as many as 1,600 advertising messages a day. A growing number of nutritionists are accusing fast-food companies of conducting â€Å"a blitzkrieg that perverts children’s eating habits and sets them on a path to obesity,† states an article published in Tokyo’s IHT Asahi Shimbun newspaper. â€Å"Television remains the most powerful medium for selling to children,† says the report, but in addition, food companies are â€Å"finding every imaginable way to put their names in front of children.† Movies, games, Internet sites, arithmetic books, and a wide array of dolls and toys all bear food-company advertising. Why advertise to children? â€Å"It’s the largest market there is,† states Texas A&M marketing professor James McNeal (Greenwood, 1990, 16).