Context Analysis Of Nutrient Profile In Food Advertisement For Children

Introduction Â Â Â Â   Whether nutritional claims incorporated
Marketing is defined as the process by whichcertain post purchasing treatments like adding milk or
concepts are planned and then executed with regardwater
to prices, promotions and distribution so as toResults
facilitate an exchange that would satisfy the needsThe dominant theme was that nutritional claims in
of a potential consumer. Advertisements are part offood advertisements were actually inconsistent with
the promotional strategies in marketing and they areactual facts. With regard to calorific value and other
also one of the most outstanding concepts ofproducts, it was found that there is inconsistency
marketing. The major goal in advertising is to makehere. For instance, some advertisements claimed that
potential consumers desire a certain product. Thisthere certain foods had less calories yet when
usually means incorporating the likes and dislikes of aanalyzed critically, those products are packed in
particular group and then looking for suitablesmaller sizes. If consumed in larger quantities, then
mechanisms of convincing the target group about thethey can cause the same effect as their competing
product. Food advertisements for children usuallyproducts. (Elder, 2001)
incorporate these same principles. The report shallNB: Percentages refer to all the articles that cited the
examine the controversies about this research topic.topic
(Chetley, 2000)A large number of articles depicted the fact that
Research questionadvertisements with celebrities actually deceived
The research question that will be analyzed inchildren into thinking that they could become like
subsequent parts of the report is as follows;those celebrities especially after mentioning nutritional
Do nutrient profiles presented in food advertisementsrequirements. Lastly, it was found that most
during children's viewing time reflect honestnutritional claims were consistent with post treatment
information?claims such as adding water. This means that the
This research question is particularly important to thespecified the nutritional claims prior to adding these
country because marketing claims have a substantialtreatment. However, those that responded in the
influence on purchasing decisions. Taking an exampleaffirmative claimed that such commodities' health
of what happened in the United States during thevalue was inconsistent with post treatment. For
late eighties; the American public began viewing ainstance, many articles cited the issue of milk formula.
series of advertisements that linked the availability ofFormula cannot be taken without water yet
fiber rich diets with prevention of cancer. (Goldbergexcessive water can cause malnutrition in the child.
et al, 2003)(Taras et al, 1998)
Three years after those advertisements, it wasDiscussion and Interpretation
found that a substantial portion of the AmericanTwo out of the three themes being analyzed turned
public began consuming high fiber diets. Consequently,out to be existent in that food advertisements and
nutritional claims in food advertisements are importantnutritional claims were deceptive. However, with
determinants of food consumed and hence theregard to nutritional value in post treatment, it was
overall health of the population. (Mathios et al, 2005)found that most articles felt that advertisements
It should be noted that nutritional claims stated withinaccounted for post treatment. Nonetheless, the
any kind of advertisement are important becauseoverwhelming issue that emanates of that these
they have the potential to influence the overall healthnutritional claims are deceptive. (Hellwig, 1998)
of the population. For instance, there is overwhelmingIn response to these research findings, nutritional
scientific information to depict the fact that saturatedcompanies should avoid making exaggerated
fats can cause serious health diseases. Consequently,statements such as linking their foods to celebrities.
placing nutritional information about these facts inChildren are too young to understand that this may
food advertisements is essential in preventingnot be true. Food marketers should also avoid
excessive consumption of such commodities.distorting information made by scientists because this
Additionally, scientists also claim that eating moremakes children susceptible to nutritional related
vitamins and minerals causes one to be healthy.disorders. All in all, food advertisers need to be
(Jeffrey et al, 2002)particularly sensitive to children as a demographic
However, certain instances arise when nutritionalmarket segment because most of them may not
claims made by advertisers are not true. Whenhave the capacity to make sound and responsible
marketers make fake nutritional claims about theirjudgment. (Elder, 2001)
products, they are engaging in unethical marketingAppendicesconsistency between product size and
because consumers are not purchasing productscalorific valuepercentage
worth their true value. Also, they could be causingExistent
consumers to expect too much from a product and48non existent
thus be bitterly disappointed in the end. For instance49
some advertisements such as the ‘Got Milk'Not specified
adverts claimed that its nutrients can boost one's13
performance in sports and this was seriouslyNutritional claims and post purchasing
misleading. (Destel, 2000) The paper shall look at thetreatmentspercentage
validity of most nutrient claims in the country andInclude
then make judgments on whether these claims are12do not include
actually true.16not sure
Data15
Data will be collected though secondary materials. ItAdvertisements deceive children
will incorporate a series of ;%ge
- Journals,Deceive
- Electronic sources57
- BooksDo not deceive
- Newspaper articles20unspecified
These sources will contain conformation on nutrient23
claims in food. The controversy regarding the issueReferences
will be analyzed with the specific intention of mappingChetley, A.(2000):  The Politics of Baby Foods:
out an overall theme in the articles and publications.Successful Challenges to a national Marketing
Method of data analysisStrategy; St. Martin's.
Data was analyzed by examining the commonElder, J. (2001): Behavior Change and Public Health in
assertions from the sources about the research topic.the Developing World; Sage
If a publication made a certain claim like nutritionalJeffrey, D. et al (2002): Role of Television
information on calorific value is deceptive, then thisCommercials in Development of Children's Eating
claim could be analyzed in other pieces of work andHabits:." Health Education Quarterly 9:174–189.
the aggregate percentage found for all theMathios, A. et al (2005): Do Food Companies Spread
publications. Thereafter, conclusions were then madeNutrition Information through Labels and Advertising;
on whether calorific claims in food advertisements areFood Review, 2, 21, 38–44
deceptive. (Center for a New American Dream, 2007)Destel, M. (2000): Marketing Empty Calories to
The following  themes were analyzed in several Children; Public Health Reports 15,309–310
literature in order to certify whether they wereHellwig, P. (1998): TV Is the Most-Often-Used Source
actually true or not;of Health Information; A Report for Research Alert
 Â Â Â Â  Whether calorific value of certain products16, 7
complies with sizes of those productsGoldberg, J. et al (2003): The Challenge Facing
 Â Â Â Â  Whether food advertisements with celebritiesScientists: Nutrition Scientists in the Media; The
deceive children into thinking that they could be theAmerican College of Nutrition Journal, 16, 4, 50
same a those celebrities just by taking that food.Taras, H., et al.