Research Paper Advertising

Research Paper Advertising-17
In recent times, as more people have added subscription television to their entertainment fare, more opportunities have been created to market products to children on channels, such as Nickelodeon and the Cartoon Network, which deliver children-specific programming.The Internet has provided even more opportunity through websites which feature content aimed at children.Bagdikian labels this as ‘carefully noncontroversial, light, and nonpolitical’ programming.

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Some change to Australia’s current approach may occur in the future, however, as a result of a number of factors, such as growing public demand for intervention and a shift in health policy emphasis towards prevention.

There is a significant body of academic work which discusses the ways in which advertising influences behaviour.

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These meanings in turn, shape consciousness and behaviour subtly by sanctioning some forms of thought and behaviour while de-legitimising others.

Advertisements in fact place less emphasis on communicating specific product information and more on communicating the social and symbolic uses of products.The second group of studies takes a societal view in examining ways in which advertising, and the mass media overall, may help to concentrate economic and cultural power in the hands of a few corporations and individuals.In an analysis of studies which have looked at advertising from the persuasive/manipulative perspective, American academics John Harms and Douglas Kellner conclude that it creates meanings for consumers through visual imagery.After that came the magazine phenomenon of the 1970s — creating magazines for an identifiable special audience and selling them to particular advertisers.[8] There are a number of other means which advertisers use to persuade and influence purchasing choice.These include advertorials or infomercials, which are advertisements presented as legitimate news or articles. Back to top It was unusual for children to be targeted by advertisers until television became commonplace in homes during the twentieth century.In particular, the paper notes recent Australian Government approaches to dealing with this issue and the stance taken in favour of advertising regulation by the Australian Greens.The paper concludes that overall, the Australian response has been cautious in relation to calls for more action to deal with obesity and its concomitant health problems.It considers also arguments which maintain that junk food can be part of a balanced diet and that the food, non-alcoholic drink and advertising industries can be entrusted to market these types of products responsibly without the intervention of government, or with minimal government intervention.The paper looks briefly at the policy approaches to junk food in a number of countries and consequent actions taken to control or prohibit marketing which may influence children’s eating habits.One policy intervention which can help to achieve populations with well adjusted weight levels involves introducing and maintaining strategies that encourage healthy eating habits.But the extensive array of convenience and pre-packaged foods high in fat, sugar and salt (so called junk foods) which are increasingly available across the world, often promoted in large or multiple serving sizes, has made eating healthily a challenge—for individuals personally, and for policymakers indirectly.[4] Many have argued that the challenge has been compounded by a bombardment of marketing and advertising that surreptitiously and adversely influences people’s food preferences and consumption patterns.[5] There has been considerable advocacy therefore, as a result of this thinking, which has exhorted governments to place limitations on the marketing of junk foods, particularly to children.[6] This paper considers some of the available evidence relating to the influence of the various forms of advertising in general, their influence on children and on consumption habits.


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