Friday, February 22, 2013

Television And Advertising

RESEARCH AND PRACTICE

Television Food Advertising to Children: AGlobal Perspective
IBrid hold fast Kelly, MPH, Jason C.G. Halford, PhD, Emma J. Boyland, MSc, MBA, Kathy Chapman, MS, Inmaculada Bautista-Castano, MD, PhD, Christina Berg,
PhD, Margherita Caroli, MD, PhD, Brian Cook, PhD, Janine G. Coutinho, MSc, Tobias Effertz, PhD, Evangelia Grammatikaki, MSc, Kathleen Keller, PhD, Raymond Leung, M Med, Yannis Manios, PhD, Renata Monteiro. PhD, Claire Pedley, MSc, Hillevi Prell, MSc, Kim Raine, PhD, Elisabetta Recine, PhD, Lluis Serra-Majem, PhD, Sonia Singh, MS, and Carolyn Summerbell. PhD

additional weight in children is a significant global in the public eye(predicate) health issue: 101e of school-aged children,u a furiher 22 nillion children younger and than 5 yeas, ae estiiuated to be overweight or obese. Although the absolute prevalence of childhoodl corpulency varies between aid within countries, obesity levels are ascending across the globe. 4 Food marketing to children has been recognized as I faetor contributing to the obesitypromoting environment, and it is considered an important arena for action in the prevention of obesity. Systematic reviews have found that marketing generates pisitive beliefs nigh advertize foods and influences childrens food preiirences, puirchiase reqUO(ts, and c011sUlrphon.

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These findings are a concern because advertised fbods are typically the antithesis of) dietary reconinmendatiois.is Evidence fiom ps isychological research indicates that children, oddly those younger than 8 years, are not fully conscious of tbe persuasive niteiit of foid marketing and tend to acceplt advertising as truthful, accurate, and inbiased.) senior diildren, although they may understand that advertising is intended to sell a piroduct, may not be able to irtopret these messages critically. Only a few studies haixe compared international patterns of boob tube food advertising to

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