There's no need to explain why fast food is often called
"junk". We all know about its negative aspects. And we are all aware
of the fact that nowadays obesity is getting more and more serious and
simultaneously more dangerous. And while
adults may consciously make everyday decision on what to
eat, considering all pros and cons of the meal, the kids on the other hand want
only what they see - juicy burgers, sweet sodas or double chocolate shakes that
often come along with a trendy toy. Should they be the vulnerable victims of
fast-food ads?
Are you aware, that over 70% of all McDonald's ads are
commercials targeted at children? Fast-food industry spends $2 billion every
year on advertising targeting kids all over the world. They encourage, persuade
and manipulate children. There are thousands of specialists in each food chains
working only on kids behavior, needs and likes. And with such an effort from
these companies to feed kids only but salt-and-sweet, the battle to teach kids
the proper eating habits seems to be bound to fail. But what is crucial here is
the fact that kids are not looking for food in these ads - they want toys and
other giveaways that go with it. They want something colorful and shiny, they
do not think about food quality. But they will still eat these cheeseburgers
along with fatty french fries while playing with a new toy. Let's have a look
on a compilation of some junk food ads
for kids.
Are they really showing food? Not particularly - they describe to this child in front of TV a day full of funny adventures, with all the friends and toys. What you may have noticed is that in children's meal ads the branding is very important, there's often an image of food's packaging, while, in comparison, in adult's ads a street view of a restaurant is the most important. Another interesting fact is that the food images in the ads aimed at kids averaged only 20% of the screen diagonal, while in those aimed at adults it's over 45%. They aren't emphasize the food, because something else is important: brand, premiums (such as toy giveaways) ,a funny side story. But, of course, the food comes along.
This way it seems to be harmless. But such ads lead to
overeating of sugar, salt and fat. Vegetables, fruits and other healthy
products are no longer desired. If the parents are not reacting quick enough
and do not limit the quantity of junk food eaten by their kids, these unhealthy
habits will follow with dangerous addiction, obesity, allergies and most likely
some fatal diseases.
But can you really run away from ads? The governments in
many countries, including Poland, introduced the law that describe what exactly
can ads for kids include. It is interesting, for example, that they cannot
attack kids with slogans - like "you MUST have it" or "all your
friends have it. Do you?". These can lead to low self-esteem if one cannot
have the desired product. Kids are very trusting and gullible, especially when
the knowledge comes from an authority such as teachers or parents. That is also
banned in commercials - not to show any kind of recommendation.
With ongoing healthy lifestyle trend and awareness even junk
food companies are striving for image change. For example, few years ago
McDonald's began adding an apple to their happymeals, their introduced new menu
entries, like salads, healthy sandwiches, they even made a list of calorific
value. How that responds to the nutrients of a meal? This is only an illusion,
part of a smart marketing. The increasing problem of children obesity is the
best answer to that. Hopefully, parents will see the risk and act in time,
teaching their kids the proper eating habits.
Questions:
What do you think?
Should fast food ads for kids be banned?
Who should be responsible for the content in those commercials?
Are kids in danger of obesity these days?
I'm not sure if banning ads for kids really solves the problem. There always be some child in group that yesterday went with parents to McDonald's and now is telling everybody how great was that. Beside that, in city like Warsaw, there are plenty of fast food restaurants on every corner, children would have to be blind to miss huge banners with tasty burgers on them. In my opinion banning commercials should be replaced with aggressive promotion of healthy way of life. I'm talking rather about doing sports in free time instead of talking about advantages of healthy diet. Children won't think about that anyway
ReplyDeleteFast food meals are unhealthy but very tasty and it works best for children. I think that food advertisement is on a second plane.
ReplyDeleteEvery kid likes BigMac's or MacChicken becouse it is so delicious.
That parents should take care of it so that their child does not eat such food often.
Meals at mcdonalds or other such fast food are not tasty! It is an addiction. Another reason is that the burgers cost 3 to 5 zloty.
ReplyDeleteUnfortunately, healthy and nutritious food is expensive and most kids will spend pocket money on the buns dripping with fat... Fortunately, this is slowly changing. Healthy food is fashionable, becoming cheaper and more advertised. Should we ban them? I don't think so.
We should put more work in education about nutrition, because children have no chance to gain this knowledge. If it will be a subject in school, I believe that the problem will be much smaller.
In my humble opinion, banning anything has never done any good. Even if the ads disappeared from the TV, there would be those colorful toys, friends telling about the best burgers during playtime and awesome playgrounds right next to the drive-in... Tough part. Besides, everyday in shopping centres there are hundreds of parents dragging their children to those bars, so they can eat something fast and stop complaining. When there's something or someone to blame for children obesity, it's them alone.
ReplyDeleteIt may be a funny comparison, but speaking of addictive side of junk food, the similar situation appears when it comes to... cat food. Popular cans (like Whiskas) are almost entirely made of something unexplainable, 2-3% of meat and few percents of useless materials like maize starch and ash. However, cats prefer them over the full-meat courses that smell like heaven even for human nose. After changing a diet to a better one, withdrawal symptoms appear and they can be hard to handle for cat owners and cat themselves. It's creepy and in my own conspiracy theory, I blame maize starch for the excessive obesity rate in US and addiction amongst cats or children. Or some substance we know nothing about, maybe.
But coming back to banning ads... This one quote shows what I think:
http://youtu.be/K_on5gEMAfM?t=34s
:)
It reminds me of one of McDonald's commercial, that especially sticks to my mind. I cannot find it on youtube, but maybe someone can remember it.
ReplyDeleteThe commercial was addressed strictly to children. It was about little boy, who entered McDonald restaurant. Everything he discovered inside, was presented as a fairy tail world. Really beautifull colors and magical mood, makes every kid want to go there.
It's a perfect example, showing another world, full of sweets, toys and rainbows, besides junk food. Personally, when I was watching this commercial for the first time, I was amazed! They present it in such a gorgeous way, but the problem is - kids do not recognize Mcdonald with big, fat hamburgers. After that advertise childrens sees only fairies and magic. It's a great marketing ploy!
Have you noticed that McDonald’s have changed their image? It used to be red and plastic a couple of years ago, and now it’s become more “eco.” Green roofs, interiors decorated with wooden elements. And as you said Kasia – they’ve introduced apples and salads:)
ReplyDeleteMarketing… People realized they served junk food, so McDonald’s became more “eco.” At the same time they give customers the same very unhealthy, chemically processed products. I think many parents got fooled by this, because “eco” is trendy. Maybe they wouldn’t let their kids go to McDonald’s if it wasn’t for this change?
I think you cannot ban advertising in today’s capitalistic world. And as soon as consumers see through a company’s intentions, the PR section will adjust their image so they will still be attractive to the target group.
I would like to focus on something else. I know from various second hand experience that McDonald's quality control is second to none if it comes to food. It's probably the safest type of food you can eat "before a meeting" or when in travel, if you know what I mean. The preparation methods and nutrient balance is not great, but at least it's a safe bet wherever you go. That's my primary reason to go to McDonalds, and also because it's so tasty. It saved my life many times too ;-)
ReplyDeleteThat said, while I think most hate on McDonalds is very exaggerated, it's obvious it's not a great place to eat often.
Kids are very much jn danger of obessity this days. But so are we. We should give example to our kids, what to eat and what to avoid. But we are lazy very often, and so we buy ready made meals. Here starts first trap. And then it's like o domino effect.
ReplyDeleteWe cannot ban commercials, so whatever we'll do, children still will be convinced to do stuff they shouldn't. So again, it's our job to watch for them....
I think people don't have enough knowledge about diet. If parents don't know what is good and what is not how their children may know?
ReplyDeleteI think junk food marketing in few steps ahead, and yes it use this situation against us and children.
On the other hand, we wanted democracy and the free world. We can't ban something because we don't agree with it. The free market allows such a play. Targeting is a side effect of democracy. We need to accept and understand even faster or we become a victim of the system.
I think we should educate young children rather than try to ban Goliath.
I have watch a programme about obesity among children and what they say there was that many fast food chain focus their marketing campaigns to children because it is very rewarding strategy. “If you can spend only one dollar on marketing, invest in commercial directed to children”. It is just the cheapest way to breed another generation of customers, addicted and therefore loyal clients. Moreover, because healthy lifestyle became trendy, children are often the reason why adults keep eating fast food.
ReplyDeleteI also don’t believe that banning such commercial could cause a good change. However, when I watch TV and change channel to kid’s one, I am shock how many direct commercial childrean are exposed to… I know that parents tend to allow their kids to sit in front a TV-set for hours… I think that if parents weren’t so much lazy and in a hurry so often, then many things would look differently...
Like most of my predecessors, my opinion is not different, fast foods and fatty, full of fats and carbohydrates foods are not what children should consume. The main problem is not in the children but in their parents. If the adults have an unbalanced diet and eat trash food then their kids are very likely to follow in the footsteps. Like Daria mentioned banning has never done any good and so kids but also their parents should be educated that french-fries and hamburgers are not what should be eaten for lunch – everyday, nor every week. Although I have to say the less healthy the food is the better it tastes :D
ReplyDelete