Influences and effects of advertising on children's health and psychology: Body Image and Diet.

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To look further into the relationship between the fast food industry and how it affects children s health, primary research was conducted, into the two specific fast food outlets; McDonalds and Burger King.
Eric Schlosser's book Fast Food Nation (2001) incorporated more than a few criticisms of popular fast food businesses. One of those was the claim that McDonalds, Burger King and other related fast food companies use its political influences to develop the rate of their profits and popularity, all to the expense of the customers  health.  Fast Food Nation  brings into debate the way McDonald s advertisement strategies and techniques target children.
Morgan Spurlock's 2004 documentary film  Super Size Me  alleged McDonald's to be at the forefront of the current epidemic of obesity in the majority of children, and that the company was lacking the appropriate nutritional information about its food for the consumers.
Primary Research which was conducted in the form of a focus group. It consisted of children aged 5-18. The findings suggested that 75% of them ate fast food once a week and 25% of them ate it more than 3 times a week.
Obese rates are said to be soaring  Currently, around 10 percent of children are obese and a further 20 percent plus are overweight - The report s projection for the future based on current trends is that by the year 2025, around 40 percent of the population of children will be classed as obese. For the year 2050, they predict half of primary school boys and a fifth of primary school girls will be obese. (http://www.ukwatch.net/article/uk_obesity_levels_highest_in_europe)
The levels are rising because so is the popularity of fast food. A worrying study shows that: "This year, Americans will spend $110 billion on fast food moreCHNKWKS ˜ø–TEXTTEXT†hFDPPFDPPlFDPCFDPCnFDPCFDPCpFDPCFDPCrSTSHSTSHthSTSHSTSHhu¢SYIDSYID

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The way the media affects children has been an on-going debate and the subject of increased attention among parents, educators and health care professionals throughout the last few years. It is debatable as to whether or not it affects a child s behaviour, health or mind-set. With the government putting in place strict guidelines and regulations on advertising that is aimed at children, which may affect their preferences, choices and consumption. This ...

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