Junk Food Commercials

Junk Food Commercials

Introduction

Summary 1

The childhood obesity epidemic is a serious public health problem that increases morbidity, mortality, and has substantial long term economic and social costs. The rates of obesity in America's children and youth have almost tripled in the last quarter century. Approximately 20% of our youth are now overweight with obesity rates in preschool age children increasing at alarming speed (Fouts & Burgraff 2000). According to the Centers for Disease Control and Prevention, the prevalence of obesity has more than doubled among children ages 2 to 5 (5.0% to 12.4%) and ages 6 to 11 (6.5% to 17.0%). In teens ages 12 to 19, prevalence rates have tripled (5.0% to 17.6%). Obesity in childhood places children and youth at risk for becoming obese as adults and associated poor health such as diabetes, cardiovascular disease, and some forms of cancer. Prevention efforts must focus on reducing excess weight gain as children grow up (Caroli et.al, 2004).

It is impossible to watch a commercial break on television without being exposed to a food-related ad. They are ubiquitous, and indeed provide one of the largest sources of revenues to broadcasters and cable networks. The ads themselves are quite often cleverly effective at triggering a hunger response, even when the viewer was not previously hungry. When the exposure starts with young children, who like to watch cartoon shows sponsored by the makers of sweet cereals and candies, the indoctrination is very hard to overcome. Eating disorders that lead to obesity and diabetes have reached record levels in this country, due in no small part to the advertising campaigns promulgated by the food industry (Greenberg et al. 2003).

And it's not just TV. Food photographs in magazines make a fetish of fattening foods such as cakes, cookies, pies, and junk food. Magazines also devote editorial content to the various allures of food, no doubt with the active support of food advertisers. We have seen articles where just about any kind of food is rated by culinary experts you name the food, and some official-sounding panel has rated it. Often these same magazines, usually targeted at housewives, contain articles about losing weight and dieting right next to recipes for triple chocolate layer cake. No wonder so many people are confused about proper eating - mixed messages run rampant in today's print media (Campo 2007).

Today's children, ages 8 to 18, consume multiple types of media (often simultaneously) and spend more time (44.5 hours per week) in front of computer, television, and game screens than any other activity in their lives except sleeping. Research has found strong associations between increases in advertising for non-nutritious foods and rates of childhood obesity. Most children under age 6 cannot distinguish between programming and advertising and children under age 8 do not understand the persuasive intent of advertising (Caroli et.al, 2004).

Summary 2

Children of all ages are exposed to a substantial amount of advertising for food and beverages, but their exposure varies significantly by ...