xSGP SGP "xINK INK &xBTEPPLC *xBTECPLC Bx(FONTFONTjx¨TOKNPLC y˜EOBJPLC ª‹4TCD PLC Þ‹STRSPLC ö‹HMCLDMCLD>ŒªPRNTWNPRèŽgDonalds and Influences and effects of advertising on children s health and psychology: Body Image and Diet.
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 research aims to ascertain whether advertising does have an influence not only on an individual s choice of diet, but also the way they perceive themselves, particularity their bodies, and how they feel about them when constantly, on a day to day basis comparing them with impossible ideals which are presented within society.
'Fast Food' can be defined loosely as "A type of meal that is often pre-prepared and served quickly; A type of food that is quickly made, but of low nutritional value; junk food" (en.wiktionary.org/wiki/fast food)
Whilst the fast food industry has always been a popular public commodity, this has never been the case more-so than the present day; in our hectic world of cars, computers and convenience. Research has proved that 'Fast Food' has been in circulation since the time of the Roman Empire. 'White Castle' was one of the first, they began the popularity of applying recognisable corporate brandings to chains (http://news.bbc.co.uk/1/hi/health/background_briefings/food_safety/264136.stm); established by Walt Anderson and Billy Ingram on the September 13th 1921 in Witchita, Kansas. Obviously since this time many other chains have risen to the top of the industry and now dominate our towns and city than they'll spend on films, books, magazines, newspapers, videos, and recorded music combined." The study also shows that "Children now get around ¼ of their vegetable servings in the form of French fries." More worryingly still, "Children often recognize the McDonald s logo before they recognize their own name." (http://www.cbsnews.com/stories/2002/01/31/health/main326858.shtml)
Elizabeth Jackson was interviewed by reporter Alison Caldwell. Her findings showed that a new study into children s television viewing habits reveals fast food companies has over taken toy manufacturers in deliberately targeting young children with advertising in the media - especially television. Further findings show that half of all food advertisements, the most promoted foods were those which were high in fat and/or sugar and it was really confectionary and fast food restaurants that were the most advertised food categories during children s TV viewing hours - there were 3x more likely to be shown advertisements for confectionary or 2x more likely for fast food ads compared to other viewing hours which were targeting adults. ( The World Today - Pod cast - Alison Caldwell - Friday 26th September 2003) Which definitely seems deliberate as children are very vulnerable and susceptible to pester power
An eating disorder is a compulsion to eat, or avoid eating that negatively affects both one's physical and mental health (http://en.wikipedia.org/wiki/Eating_disorder) Anorexia nervosa and bulimia nervosa are the most familiar eating disorders which are on a whole recognized by healthcare professionals. Collectively, they affect an estimated 5-7% of females during their lifetimes.
Cultural factors are one of the main causes of eating disorders In Westernized countries characterized by competitive striving for success, and in pockets of affluence in developing countries, women often experience unrealistic cultural demands for thinness. They respond by linking self-esteem to weight. (http://www.anred.com/causes.html) Advertising has done more to cause the social unrest of the 20th century than any other single factor. -Clare Boothe Luce, American author and diplomat (1903-1987) (http://www.anred.com/causes.html)
üÿ
In general, children in Western countries are bombarded by media images. An average child, for example, sees more than 30,000 TV commercial each year (TV-Turnoff Network, 2005). That same child may also see more than 20 hours of television every week; in addition to that they may also see more than a dozen magazines and films. In the afore mentioned the most successful and happy people that are portrayed by models and actors are young, toned, thin and beautiful.
According to Health magazine, April 2002, 32% of female TV network characters are underweight, while only 5% of females in the audience are underweight. In contrast, evil, stupid, or buffoonish people are portrayed by actors who are older, frumpier, unkempt, perhaps physically challenged. Only 3% of female TV network characters are obese, while 25% of U.S. women fall into that category. (http://www.anred.com/causes.html)
The messages are that you are not accepted unless you conform to what is shown within the media and look like the perfectly airbrushed models. It may affect children psychologically and increase the rates of eating disorders within children who are determined to be like what they think, is socially acceptable. Girls, especially who are in early adolescence are the most vulnerable to messages being projected by society about conforming as they are the most sensitive about their body image and whether they think they conform to their peer groups and their ideals.
Recent research indicates that there is a marked link between advertisement exposure, and negative body and eating disorders. by Becker, A (2002) 'Marked link found between eating disorders and TV' (In British Journal of Psychiatry, June). More research by South Australia s Flinders University have shown that advertising featuring idealised thinness negatively affected both the mood and the body image of children, with female children being affected the most. (Hargreaves, D, 2002).
Children are being referred to specialists at a progressively younger age. Children's exposure to digitally enhanced images may be to blame for the increasing amount of children receiving treatment. "The U.K. Periodical Publishers Association has launched an inquiry into the pervasive practice of digitally enhancing photographs." (http://womensphere.wordpress.com/2008/04/27/computer-enhanced-images-trick-women-into-trying-to-attain-artificial-perfection/)
Primary research conducted, in the form of a one to one interview illustrated that 70% of female children and 20% of male children were worried about their figure, also of girls aged between 8 and 10 years old, 40% have tried to lose weight.
One author reports that children who are pre-teen 53% of them were unhappy with their bodies, and by the time they reach seventeen the figures grew to 78% (Brumberg, J. J. (1997). The Body project)
Children who watched soaps and TV shows that emphasized the ideal body typed reported higher sense of body dissatisfaction. This was also true for girls who watched music videos. Reading magazines also correlated with body dissatisfaction for girls, and identification with television stars (for girls and boys), and models (girls) or athletes (boys), positively correlated with body dissatisfaction (Hofschire, L. J., and Greenberg, B. S. (2002). Media's impact on body dissatisfaction) Research shows that Children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased This, in turn inevitably leads to unhealthy eating habits as supported by today s youth obesity epidemic.
Officials from the APA (American Psychological Association) have recognised the problem and have begun to discuss and consider restricting advertising that targets children under the age of 8 (http://www.apa.org/releases/childrenads.html)
A Documentary - (Dana The 8-Year-Old Anorexic Cutting Edge Documentary, Channel 4, 2008) Suggested that 80 % of 11 to 14 year olds worry about their body image, also that in just 2 years the number of children under 10 admitted into hospital with eating disorders has risen by almost 50% - This therefore proves that something is changing within society which makes these children feel pressured into losing weight and looking good. The very fact that the media is an ever-growing phenomena only goes to support the theory that the media is in fact the ones to blame.
Candy Bright, a nurse, was interviewed for the programme, and she says: There s an awful lot of pressure on kids generally, and I suppose the kids who would have been 13/14 with this pressure, are experiencing it at a much younger age. Magazines and society are pressurising them to be grown up, so they re not little kids anymore. When all of this goes into somebody much younger than 13/14, they are a lot less ready for it, which is where the problems arise. That is where it all goes wrong.
The average age is most defiantly falling, It is now estimated that ¾ of 7 year olds want to be thinner.
Investigators propose the idea that children as young as 5 are having their self-esteem and self-worth being shaped and influenced by what they are seeing in the media, not only on the television, but on billboards, internet, magazines and films. Children are bombarded with fast food and junk adverts, as well as being barraged with impossible ideas of beauty with unrealistic body weights.
Primary Research which was conducted, in the form of a questionnaire showed that 65% of girls agree that conforming to the ideals of beauty will make you happier in life.
''According to the American Academy of Paediatrics (AAP), "Children are influenced by media they learn by observing, imitating, and making behaviours their own" The media is said to have an effect on a child s health as well as their psychological outlook on how they perceive themselves as well as others. Their well-being is in continuous discussions within society, concerning not only parents, but teachers and health care professionals equally.
In conclusion, my research of both primary and secondary sources shows that the increase in the popularity of not only advertising with in the media, but also the popularity of both fast food restaurants, and the celebrity cultures and their own advertising, is increasingly making children more and more susceptible to obesity, and on average is gradually making each generation more and unhealthier than the last. The use of computers to digitally enhance and completely change the appearance of celebrities who are in effect, role models for children is affecting the way that children think about their bodies, it is psychologically influencing their mindsets, making them more and more self-conscious. The media, maybe unintentionally, is giving them the message that if they do not conform to these impossible ideals they are not going to be accepted by society. The very fact that the most successful and happy people portrayed by models and actors are young, toned, thin and beautiful is giving out very clear messages to children about how you are expected to be, not only now but also in the future which sets the tone for the rest of that child s life, so psychologically affecting them greatly. However the psychological damage that is being done to a child with the both the extremities from the popularity of fast food and the popularity of super-thin role models is almost incomprehensible. It is most defiantly damaging to their mind-sets.
he form of a questionnaire showed that 65% of girls agree that conforming to the ideals of beauty will make you happier in life.
''According to the American Academy of Paediatrics (AAP), "5ÂàâŽ
°<V
Æ!!2(4(:+z/|/€/(3*3~6ð:Ä>\B^BDDFDÖEØE
LLòMôMhRjRJVLVW W0Z2Zˆ[Š[___zj|j~j€j‚j„j†jøôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôôÌÌôôô(2‚"'(Š Û) @·S "ÀJ
Š
¸
R
°ÌÜü<ZjŠŽ¨6DV
>Â| þ B'F',)„)¤-ä-6/v/x/z/|/È’X’X’X’X’X’X’X’X’È’X’X’’X’X’X’ê’4
"PS" $Š 08:
"PS" $Š$ 08ˆ:
"PS" $Š$ 08ˆ6
"PS" $Š$ 08ˆ8
"PS" $Š$ 08ˆ|/~/~6Â>^AXB^BDDFDÖEØE–MîMòMôM<PhR W2Zˆ[Š[Æ�^�$�ð�^�^º^�ð^‚�ð�8
"PS" $Š$ 08ˆ6
"PS" $Š 084
"PS" $Š 08:
"PS" $Š$ 08ˆ2
"PS" $Š 086
"PS" $Š$ 08ˆ:
"PS" $Š$ 08ˆŠ[_xjzj|j€j†jʘÊnd:*
"PS" $Š " *
"PS" $Š 2
"PS" $Š 086
"PS" $Š$ 08ˆT
Ìä(T8>b†�š¤®¸ÂÖð
4ÿÿÿÿDefinition TermDefinition ListH1H2H3H4H5H6Address
Blockquote
Preformattedz-Bottom of Form
z-Top of FormŽÌäÝRp~†”œª¸ÎØèò
0:JTdlzŽ¾DP‚
"ð
"
"ð
"
"ð
"ø|
" ¦"ø|
"
"ø|"
"
"ˆ¶"
"
"
"
"ð"
"
"àŒ"
"
"ð"
"ð
"ø|
"ø|,
"ð$Š 08)P2‚J'
(Š@ ÅJ Š• Oà +%( Ùu.0 žÀ78 c
A@ (VJH í SP ²ë\.
"àŒ$Š 08Ùu.
"àŒ$Š 08Ùu
tt†jl|/Š[†jnpr”Ôä¿88Vh„Times New Roman
Arial NarrowKTahomaL
Courier NewMArial
ÿÿ%6Øîž µ Ç
>–ÄÙÒ›¯Ë%>4"@""þÿÿÿ
"
"
"
"
"
"
"
"B
"A
",
"
"
"
"}
",
"
"
"
"
"
"
"
"
"
"
"
"
"
"
"
"
"Ö
ÛaD¼Œ`2Ô–”
r
F
Î
„
Ýredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=https%3a%2f%2fmail.osfc.ac.uk%2furl%3fsa%3dX%26start%3d5%26oi%3ddefine%26q%3dhttp%3a%2f%2fen.wiktionary.org%2fwiki%2ffast%2bfood%26usg%3dAFQjCNHapGWv3YzrUTpgp_4Dp_fje99x6wÝredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=https%3a%2f%2fmail.osfc.ac.uk%2furl%3fsa%3dX%26start%3d5%26oi%3ddefine%26q%3dhttp%3a%2f%2fen.wiktionary.org%2fwiki%2ffast%2bfood%26usg%3dAFQjCNHapGWv3YzrUTpgp_4Dp_fje99x6wgredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=https%3a%2f%2fmail.osfc.ac.uk%2fwiki%2fEric_Schlosseriredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=https%3a%2f%2fmail.osfc.ac.uk%2fwiki%2fFast_Food_Nationhredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=https%3a%2f%2fmail.osfc.ac.uk%2fwiki%2fMorgan_Spurlockiredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=https%3a%2f%2fmail.osfc.ac.uk%2fwiki%2fDocumentary_filmfredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=https%3a%2f%2fmail.osfc.ac.uk%2fwiki%2fSuper_Size_Me`redir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=https%3a%2f%2fmail.osfc.ac.uk%2fwiki%2fObesity~redir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fwww.ukwatch.net%2farticle%2fuk_obesity_levels_highest_in_europe…redir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fwww.cbsnews.com%2fstories%2f2002%2f01%2f31%2fhealth%2fmain326858.shtmlhredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fen.wikipedia.org%2fwiki%2fEating_disorderiredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fen.wikipedia.org%2fwiki%2fAnorexia_nervosahredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fen.wikipedia.org%2fwiki%2fBulimia_nervosaZredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fwww.anred.com%2fcauses.htmlZredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fwww.anred.com%2fcauses.html¿redir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fwomensphere.wordpress.com%2f2008%2f04%2f27%2fcomputer-enhanced-images-trick-women-into-trying-to-attain-artificial-perfection%2fhredir.aspx?C=4f5bf9babe3c485eb3acbef8fdb9053e&URL=http%3a%2f%2fwww.apa.org%2freleases%2fchildrenads.html!ÿ¾>4 "@·S"ùÖ""Ôû
aÿÿ>4"
"
"
"
"Ú""l""¨"l¸"Ô”"8c"|¾"8c "|¾"
"
" ""8âÿ?ÿ
""""""ÿÿÿ "ƒigÿ!""#"ƒigÿ$%"&"'(")"ƒigÿ*+",Ú""©""ä"l¸"Ô”"8c"|¾"8c "|¾
"
"
" ""8âÿ?ÿ
""""""ÿÿÿ "ƒigÿ!""#"ƒigÿ$%"&"'(")"ƒigÿ*+",Ú""å""ý"bÇ"Ô”"8c"|¾"8c "|¾
"
"
" ""8âÿ?ÿ
""""""ÿÿÿ "ƒigÿ!""#"ƒigÿ$%"&"ƒigÿ'(")"ƒigÿ*+",¤øÃìÈXXôKMicrosoft XPS Document WriterœXÿš
4dXXA4ÿÿÿÿDINU"L
ÊÒör SMTJMicrosoft XPS Document WriterInputBinFORMSOURCERESDLLUniresDLLInterleavingOFFImageTypeJPEGMedOrientationPORTRAITCollateOFFResolutionOption1PaperSizeLETTERColorMode24bpp
MXDW1winspoolMicrosoft XPS Document WriterXPSPort:Fÿÿ"\²"€‘"ÑV"$c"ð` "ð`""A."@ÿÿ"\²"ðù"ÑV"$c"ð` "ð`"."p
"0±Z"±%"ùÖ"ð` "ð`‚"""" "*",."Critical Research Essay.wps""Øp"Øp
(" )"H2H3H4H5H6Address
Blockquote
Preformattedz-Bottom of Form
z-Top of FormŽÌäÝRp~†”œª¸ÎØèò
0:JTdlzŽ¾DP‚
"ðøÿÿÿÿFRAMFRAMO“øTITLTITLG”8DOP DOP ”"þÿ
ÿÿÿÿ²Z¤
žÑ¤ÀO¹2ºQuill96 Story Group Classÿÿÿÿô9²qCritical Research EssymÜ¡ymÜ¡ymÜ¡ymÜ¡mÜ¡%ymÜ¡6mÜ¡7ymÜ¡;mÜ¡xymÜ¡€mÜ¡ymÜ¡ÂmÜ¡cymÜ¡imÜ¡Á!ymÜ¡É!mÜ¡}#ymÜ¡†#z-Bottom of Form
z-Top of FormŽÛοp~†”œª¸ÎØèò
0:JTdlzŽ¾DP‚
"ð