U.S. food companies spend billions of dollars (estimated between $10-$15 billion) annually advertising its products to children. Cartoon characters, free giveaways, interactive websites, movie tie-ins, and other methods are used to draw children in and condition them to want a particular product and become loyal to the brand in question. Oftentimes, the actual food is barely shown.
The importance placed on children is not to be understated. Not only do they impact their caregiver's purchasing habits with unfair manipulation like kicking and screaming, they will also one day be buying for themselves and their own children. It is a potent strategy that gets kids to want to buy now and come back for more. Hopefully, for decades, if the food companies get their way. Research suggests that kids under 18 see up to 20 commercials a day for food. This can equate to over 7,000 over an entire year and over 100,000 over 15 years. How do you counteract this kind of enormous influence?
I looked at some processed-food packaging in the grocery store this morning in anticipation of writing this article. The first thing you notice when you look at any food product packaging, targeted to children or not, is that the marketing claims and labels are on the front of the package and substantially larger than the actual ingredients, which are never on the front, but on the side, back, or bottom.
Furthermore, with respect to marketing to children, the size of the cartoon character or "brand ambassador") often takes up the entire front portion of the package, dwarfing any pictures of the actual food product. Let's also not forget all of the tomfoolery that goes into creating the food pictures. Did you ever notice that your bowl of cereal never looks as good as the one on the box? It's because they don't use milk, but glue.
TV advertisements are highly influential for all people, but particularly children. When kids are in the zone watching their favorite cartoon or show, they are likely in the alpha state, which is a highly suggestible brain state, that is typically used in hypnosis to reach a person's subconscious mind without any gatekeeper. While the responsibility of proper nutrition lies firmly on the shoulders of the parents, these powerful marketing strategies are working against us in a big way, influencing our children against our will.
With such a negative influence targeted towards our children, what can we do? I recommend shopping at health food stores like Whole Foods while avoiding the average chain. A health food store typically does not have any of the really unhealthy processed foods, so you are immediately improving your child's nutrition. The packaging there is also more likely to focus on the health of the product rather than deceptive marketing practices. I also suggest taking a close look at what your children watch on TV, both the actual program and the advertisements. Some stays limit or have no commercials while others have rules about the quality of the product being advertised. Finally, you need to instill the importance of nutritious food and making healthy food choices. You child may see 100,000 commercials about food by the time they're 18. Who do you want him or her listening to?
The importance placed on children is not to be understated. Not only do they impact their caregiver's purchasing habits with unfair manipulation like kicking and screaming, they will also one day be buying for themselves and their own children. It is a potent strategy that gets kids to want to buy now and come back for more. Hopefully, for decades, if the food companies get their way. Research suggests that kids under 18 see up to 20 commercials a day for food. This can equate to over 7,000 over an entire year and over 100,000 over 15 years. How do you counteract this kind of enormous influence?
I looked at some processed-food packaging in the grocery store this morning in anticipation of writing this article. The first thing you notice when you look at any food product packaging, targeted to children or not, is that the marketing claims and labels are on the front of the package and substantially larger than the actual ingredients, which are never on the front, but on the side, back, or bottom.
Furthermore, with respect to marketing to children, the size of the cartoon character or "brand ambassador") often takes up the entire front portion of the package, dwarfing any pictures of the actual food product. Let's also not forget all of the tomfoolery that goes into creating the food pictures. Did you ever notice that your bowl of cereal never looks as good as the one on the box? It's because they don't use milk, but glue.
TV advertisements are highly influential for all people, but particularly children. When kids are in the zone watching their favorite cartoon or show, they are likely in the alpha state, which is a highly suggestible brain state, that is typically used in hypnosis to reach a person's subconscious mind without any gatekeeper. While the responsibility of proper nutrition lies firmly on the shoulders of the parents, these powerful marketing strategies are working against us in a big way, influencing our children against our will.
With such a negative influence targeted towards our children, what can we do? I recommend shopping at health food stores like Whole Foods while avoiding the average chain. A health food store typically does not have any of the really unhealthy processed foods, so you are immediately improving your child's nutrition. The packaging there is also more likely to focus on the health of the product rather than deceptive marketing practices. I also suggest taking a close look at what your children watch on TV, both the actual program and the advertisements. Some stays limit or have no commercials while others have rules about the quality of the product being advertised. Finally, you need to instill the importance of nutritious food and making healthy food choices. You child may see 100,000 commercials about food by the time they're 18. Who do you want him or her listening to?
About the Author:
Please see my website for more information at food labels or my blog at dangerous food additives
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