Children and Corporate Marketing Research Paper by SHLSK

Children and Corporate Marketing
This paper provides an analysis of the commercial marketing of unhealthy food as it relates to children.
# 113967 | 6,650 words | 18 sources | MLA | 2009 | US

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In this article, the writer analyzes the effect of the food industry's use of television to drive sales through child targeted advertisement campaigns in America. Further, the writer identifies how the industry captures its young audience at such an early age. The writer then looks at restrictions in this regard and discusses failed attempts at regulation. The writer concludes by proposing a new direction for the future of child based advertisements of food.

The Consumer Economy, Consumers and Children
The Proliferation of Television and Attempts at Regulation
Scope: The Sale of Food to Children
Learning to Distinguish: Children's First Encounter with Consumerism
Making the Decision
The Aftermath of Advertising Freedom
The Evolving Conception of Children
Child Welfare and the Responsibilities of the Parent
Schools as Mediums for Encouraging the Development of a "Cognitive Defense"
Opportunity for Legislation
An All Inclusive Intervention Program
Developing Alliances: The Food Industry and a Healthy Future
Looking to the Future

From the Paper:

"Children are being subjected to advertising at earlier and earlier stages in their development increasing their propensity for desiring unhealthy foods before achieving the capacity to understand the very concept of health. In attempting to curb the corporate advocacy of unhealthy lifestyles to children, the process by which today's children interact with advertising must be explored. It is only through assessing this process that a program for effective intervention can be developed.
"Although parents are the de-facto decision makers and caregivers of their children, there is a growing body of evidence to suggest that corporations are able to consistently and pervasively influence the minds of their future customers from the cradle."

Sample of Sources Used:

  • Advertising to children concepts and controversies. Thousand Oaks, Calif: Sage Publications, 1999.
  • American Association of Advertising Agencies. 03 Apr. 2009 <>.
  • Andreasen, Alan R. Social Marketing in the 21st Century. 002nd ed. Vol. 1. Thousand Oaks: Sage Publications, 2006.
  • "Children's Food and Beverage Advertising Initiative." 14 Mar. 2009. 7 Apr. 2009 <>.
  • Deborah Roedder John. "The Emergence of Adaptive Decision Making in Children." Journal of Consumer Research 24 (1997): 43-56.

Cite this Research Paper:

APA Format

Children and Corporate Marketing (2009, May 22) Retrieved December 13, 2019, from

MLA Format

"Children and Corporate Marketing" 22 May 2009. Web. 13 December. 2019. <>