Introduction
Marketing is planned as a process through which concepts and then with regard to prices, promotions and distribution so arranged an exchange that would satisfy the needs of potential consumers to make. Ads are a part of promotional strategies in the areas of marketing and they are also one of the most important concepts in marketing. The main objective in advertising is to potential consumers desire a particular product. This usually means involvement of likes and dislikes of a particular group and then convince the search for appropriate mechanisms of it, the target audience about the product. Food advertising to children generally take the same principles. The report examines the controversy about this research topic. (Chetley, 2000)
Research question
The research question that will be analyzed in subsequent parts of the report is as follows;
Do nutrient profiles presented in food advertisements during children’s viewing time reflect honest information?
This research question is particularly important to the country because marketing claims have a substantial influence on purchasing decisions. Taking an example of what happened in the United States during the late eighties; the American public began viewing a series of advertisements that linked the availability of fiber rich diets with prevention of cancer. (Goldberg et al, 2003)
Three years after those advertisements, it was found that a substantial portion of the American public began consuming high fiber diets. Consequently, nutritional claims in food advertisements are important determinants of food consumed and hence the overall health of the population. (Mathios et al, 2005)
It should be pointed out that nutrition claims stated in any type of advertising are important because the potential to affect the overall health of the population. For example, there is overwhelming scientific information on the fact that saturated fats can cause severe diseases represent health. Consequently, placing nutrition information concerning these facts in food advertisements in the prevention of excessive consumption of goods is necessary. In addition, scientists also claim that eating more vitamins and minerals causes a to be healthy. (Jeffrey et al, 2002)
However, certain instances arise when nutritional claims made by advertisers are not true. When marketers make fake nutritional claims about their products, they are engaging in unethical marketing because consumers are not purchasing products worth their true value. Also, they could be causing consumers to expect too much from a product and thus be bitterly disappointed in the end. For instance some advertisements such as the ‘Got Milk’ adverts claimed that its nutrients can boost one’s performance in sports and this was seriously misleading. (Destel, 2000) The paper shall look at the validity of most nutrient claims in the country and then make judgments on whether these claims are actually true.
Data
Data will be collected though secondary materials. It will incorporate a series of ;
Journals,
Electronic sources
Books
Newspaper articles
These sources will contain conformation on nutrient claims in food. The controversy regarding the issue will be analyzed with the specific intention of mapping out an overall theme in the articles and publications.
Method of data analysis
The data were analyzed by examining the joint statements from the sources on the research topic. If a publication some claim as misleading nutritional information on calorific value, then the demand in other parts of the work is analyzed and found to be the sum of the percentages for all publications. Then were then conclusions about whether calorific value are made misleading claims in food advertising. (Center for a New American Dream, 2007)
The following? themes were analyzed in several? literature in order to certify whether they were actually true or not;
1)??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? Whether calorific value of certain products complies with sizes of those products
2)??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? Whether food advertisements with celebrities deceive children into thinking that they could be the same a those celebrities just by taking that food.
3)??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ?Whether nutritional claims incorporated certain post purchasing treatments like adding milk or water
Results
Dominant theme is that in the nutritional food advertising claims, in fact with the actual facts. On the calorific value and other products and found some discrepancies here. For example, some advertisements claim that certain foods less heat analysis of critique, these products small size package. If the high-volume consumer, then they might cause them to similar products the same effect. (Elder, 2001)
NB: Percentages refer to all the articles that cited the topic
A large number of articles depicted the fact that advertisements with celebrities actually deceived children into thinking that they could become like those celebrities especially after mentioning nutritional requirements. Lastly, it was found that most nutritional claims were consistent with post treatment claims such as adding water. This means that the specified the nutritional claims prior to adding these treatment. However, those that responded in the affirmative claimed that such commodities’ health value was inconsistent with post treatment. For instance, many articles cited the issue of milk formula. Formula cannot be taken without water yet excessive water can cause malnutrition in the child. (Taras et al, 1998)
Discussion and Interpretation
Two out of three in one theme, the forged claims analysis found to be present in the nutritional value of food advertising. However, after treatment with respect to nutrition, it is most articles were found to feel the ad account for the post. Nevertheless, the overwhelming problem is that the nutrition claims are forged in a vacuum. (Helbig, 1998)
In response to these research findings, nutritional companies should avoid making exaggerated statements such as linking their foods to celebrities. Children are too young to understand that this may not be true. Food marketers should also avoid distorting information made by scientists because this makes children susceptible to nutritional related disorders. All in all, food advertisers need to be particularly sensitive to children as a demographic market segment because most of them may not have the capacity to make sound and responsible judgment. (Elder, 2001)
Appendices
consistency between product size and calorific value
percentage
Existent
48
non existent
49
Not specified
13
Nutritional claims and post purchasing treatments
percentage
Include
12
do not include
16
not sure
15
Advertisements deceive children
%ge
Deceive
57
Do not deceive
20
unspecified
23
References
Chetley, A.(2000): ?The Politics of Baby Foods: Successful Challenges to a national Marketing Strategy; St. Martin’s.
Elder, J. (2001): Behavior Change and Public Health in the Developing World; Sage
Jeffrey, D. et al (2002): Role of Television Commercials in Development of Children’s Eating Habits:.” Health Education Quarterly 9:174–189.
Mathios, A. et al (2005): Do Food Companies Spread Nutrition Information through Labels and Advertising; Food Review, 2, 21, 38–44
Destel, M. (2000): Marketing Empty Calories to Children; Public Health Reports 15,309–310
Hellwig, P. (1998): TV Is the Most-Often-Used Source of Health Information; A Report for Research Alert 16, 7
Goldberg, J. et al (2003): The Challenge Facing Scientists: Nutrition Scientists in the Media; The American College of Nutrition Journal, 16, 4, 50
Taras, H., et al. (1998): Television’s Influence on Physical Activity & Children’s Diet; Developmental and Behavioral Pediatrics journal, 10, 7, 18
Center for a New American Dream (2007): Just the Facts About Marketing and Advertising to Children, retrieved from http://www.newdream.org/campaign/kids/facts.html accessed on 24th September