U.S. food companies spend billions of dollars (estimated between $10-$15 billion) annually advertising its products to children. Cartoon characters, free giveaways, interactive websites, movie tie-ins, and other methods are used to draw children in and condition them to want a particular product and become loyal to the brand in question. Oftentimes, the actual food is barely shown.
Advertisers focus on marketing to children for a variety of reasons. First, they influence purchasing decisions today, mainly through nagging and temper tantrums. There is also a long-term component to this strategy, brand building and customer loyalty. One day, these children will be buying for themselves, and eventually, their own kids. Children see, on average, 15 food-based commercials daily, according to KFF.org. Consider that over an entire childhood, the amount of advertisements will total in the tens of thousands, assuming the aforementioned averages.
I looked at some processed-food packaging in the grocery store this morning in anticipation of writing this article. The first thing you notice when you look at any food product packaging, targeted to children or not, is that the marketing claims and labels are on the front of the package and substantially larger than the actual ingredients, which are never on the front, but on the side, back, or bottom.
When you look at the marketing that is directed to kids, did you ever notice how large the movie or cartoon character is? It's usually the whole front of the box while the actual food product is non-existent or much less prominent. If we are lucky enough to see the actual food on the package, it is often photoshopped or bolstered in some way to make the food looks better than it really is, like using glue instead of milk to make the cereal "float" better.
TV advertisements are highly influential for all people, but particularly children. When kids are in the zone watching their favorite cartoon or show, they are likely in the alpha state, which is a highly suggestible brain state, that is typically used in hypnosis to reach a person's subconscious mind without any gatekeeper. While the responsibility of proper nutrition lies firmly on the shoulders of the parents, these powerful marketing strategies are working against us in a big way, influencing our children against our will.
With such a negative influence targeted towards our children, what can we do? I recommend shopping at health food stores like Whole Foods while avoiding the average chain. A health food store typically does not have any of the really unhealthy processed foods, so you are immediately improving your child's nutrition. The packaging there is also more likely to focus on the health of the product rather than deceptive marketing practices. I also suggest taking a close look at what your children watch on TV, both the actual program and the advertisements. Some stays limit or have no commercials while others have rules about the quality of the product being advertised. Finally, you need to instill the importance of nutritious food and making healthy food choices. You child may see 100,000 commercials about food by the time they're 18. Who do you want him or her listening to?
Advertisers focus on marketing to children for a variety of reasons. First, they influence purchasing decisions today, mainly through nagging and temper tantrums. There is also a long-term component to this strategy, brand building and customer loyalty. One day, these children will be buying for themselves, and eventually, their own kids. Children see, on average, 15 food-based commercials daily, according to KFF.org. Consider that over an entire childhood, the amount of advertisements will total in the tens of thousands, assuming the aforementioned averages.
I looked at some processed-food packaging in the grocery store this morning in anticipation of writing this article. The first thing you notice when you look at any food product packaging, targeted to children or not, is that the marketing claims and labels are on the front of the package and substantially larger than the actual ingredients, which are never on the front, but on the side, back, or bottom.
When you look at the marketing that is directed to kids, did you ever notice how large the movie or cartoon character is? It's usually the whole front of the box while the actual food product is non-existent or much less prominent. If we are lucky enough to see the actual food on the package, it is often photoshopped or bolstered in some way to make the food looks better than it really is, like using glue instead of milk to make the cereal "float" better.
TV advertisements are highly influential for all people, but particularly children. When kids are in the zone watching their favorite cartoon or show, they are likely in the alpha state, which is a highly suggestible brain state, that is typically used in hypnosis to reach a person's subconscious mind without any gatekeeper. While the responsibility of proper nutrition lies firmly on the shoulders of the parents, these powerful marketing strategies are working against us in a big way, influencing our children against our will.
With such a negative influence targeted towards our children, what can we do? I recommend shopping at health food stores like Whole Foods while avoiding the average chain. A health food store typically does not have any of the really unhealthy processed foods, so you are immediately improving your child's nutrition. The packaging there is also more likely to focus on the health of the product rather than deceptive marketing practices. I also suggest taking a close look at what your children watch on TV, both the actual program and the advertisements. Some stays limit or have no commercials while others have rules about the quality of the product being advertised. Finally, you need to instill the importance of nutritious food and making healthy food choices. You child may see 100,000 commercials about food by the time they're 18. Who do you want him or her listening to?
About the Author:
Please see my website for more information at food labels or my blog at dangerous food additives
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