There is a message titled, "Consuming
Children - Unethical Advertising to Children" posted at
http://www.youtube.com/watch?v=2a0sISXFDRA.
This message describes the bombardment of junk food advertising aimed at
children and makes a public outcry to stop this aimed marketing and
targeting of America's youth.
Research by the
American Heart Association shows that heavy advertising of high-calorie junk
food to children is contributing to today's childhood obesity epidemic.
Foods high in fat and caloric levels are reported to significantly contribute
to high cholesterol, cardiovascular disease, asthma, hypertension, type II
diabetes and many other physiological distressing agents resulting in a host of
medical problems which can have immediate to delayed onset to the children who
consume such foods.
The average American child
is believed to watch between 25,000-40,000 TV commercials annually, with the
largest numbered group reported to be between the ages of 12-19 years
old. Other forms of marketing aimed at these children come by way of the
internet, magazines, video games and even posted on the sides of their school busses.
The intent and target audience of this mass advertisement is unmistakable
- cause children to want to consume the advertised food(s). The
marketing strategy of most fast food chains & other restaurateurs as it
pertains to children seems to be a hybrid of both amoralism (Machiavellianism)
and free market ethics. Irrelevant is the fact that these targeted
kids are America's future. Major franchisers place emphasis on the
bottom line and show no remorse for employing coercive tactics. Although
children are presumed to maintain free choice, it is unlikely that the same
children have financial independence to yield purchasing power. Instead,
the children nag and plea with caregivers and parents to treat them to the
food items as often as they can. Aside from the negative health
consequences, such indulgence places monetary strain on the majority of middle
- low income class families. And because all parents wish to please their
children, the marketing strategy of food conglomerates works, however immoral and
unethical the process may be. A similar example can be seen around major
U.S. holidays (especially Christmas) when children are overwhelmed by imaging
and marketing gimmicks that result in lengthy wish lists for parents.
Fast food industries often
use deception by creating things such as the "happy meal" containing
a toy, offer discounts and other incentives or provide a form of
playground for its' young patrons. However well this works to keep the
restaurant packed, it still does nothing to address the low-nutrient food that
is repeatedly fed to our youth daily. In fact, it is this very type of
unethical marketing to our children that has caused the First Lady, Michelle
Obama to begin work to create a healthier food environment for our children for
the few hours the children are at school each day.
While I am a fan of
capitalism most of the time, I feel that children should be omitted from
the process until they are able to clearly reason for themselves. As long
as profits can be made from exciting children though, I highly doubt any
oversight will ever truly be implemented.
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