Advertising to Children

Paper Summary:

The paper discusses an article about how the American Academy of Pediatrics (AAP) wishes to ban or limit advertisements in schools for "junk food" and about how the Federal Trade Commission (FTC) is exploring how the media affects childhood obesity. The paper then looks at two articles that attempt to scientifically say that the "junk food" consumption of children is derived from how influenced children are by advertising. These studies also show how children are able to influence their parents to purchase food that they have seen advertised, known as 'pester power'. The paper concludes that there is an undeniable link between the advertising to which children are exposed and their eating habits.

Outline:
"Pediatricians Call for Less Advertising to Children"
"FTC Not Sweet on Junk-Food Ads Targeting Children"
"Children's Recall of Television Ad Elements"
"International Food Advertising, Pester Power and its Effects"
Conclusion

From the Paper:

"USA Today's article "Pediatricians call for less advertising to children" from last December reports that the American Academy of Pediatrics (AAP) wishes to lobby to ban or limit advertisements in schools for "junk food". Furthermore, the organization wants Congress to enact laws that would stop commercials for "junk food" during shows watched mostly by small children."
"The AAP is concerned about the increase in childhood obesity and its members believe that much of this is due to the prolific quantity of advertisements that target kids through their exposure to the internet, cell phones, video games, and schools. The article points to an alarming increase in advertising targeted at kids."

Sample of Sources Used:

• FTC not sweet on junk-food ads targeting children. (2006, Nov. 7). The WashingtonPost, p. A1.
• Maher, J, Hu, M. & Kolbe, R. (2006). Children's recall of television ad elements. Journal of Advertising, 35(1), 23-33.
• McDermott, L., O'Sullivan, T., Stead, M. & Hastings, G. (2006). International food advertising, pester power and its effects. International Journal of Advertising, 25(4), 513-540
• Pediatricians call for less advertising to children. (2006, Dec. 4). USA Today, p. D7.

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