Monkey See, Monkey Do: Advertising and it's Effects on Our Food Choices

412 Words2 Pages
In the advertising industry, marketers use various techniques to 'hook' it's consumers onto a certain product. Often these advertisers will use strategies like testimonial, sex appeal, humour and convenience. With these sometimes "sneaky" tricks, it is easy to see how the advertising world greatly effects our food choices. Advertising is something that has been around for generations. However, since the modern evolution of television and the Internet consumers are only becoming more vulnerable to harmful food ads promoting things like fast good and snacks. All thanks to television, obesity rates have sky rocketed within the past thirty years, prompting children to refrain from physical activities and regular exercise; it is simply easier (and seemingly more enjoyable) to stay indoors. Because of this lack of activity, it is quite common for children to be diagnosed with early on conditions such as diabetes. But are the children really to blame? It is a well known fact that advertisers will target their ads towards children. Various ways this is communicated is through techniques like using bright colours, mascots and jingles in their commercials. Even among Canadian teens, advertising is especially popular. Marketers are known to commonly use techniques like sex appeal and testimonial. Testimonial is a commonly used strategy because a teen's interest in quite commonly involved in music, sports and television characters. For example, if teens see their favourite sports stars and celebrities promoting healthy snacks (e.g. the milk ads seen in magazines), they will likely be gravitating towards the better food choices promoted by "star power". Instead of promoting healthy foods like fruits and vegetables as suggested in the Canada's Food Guide, advertisers choose to gear sugary drinks and cereals towards children and teens. In fact, 62% of every dollar

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