The Weight of the Nation: Food Marketing to Children

Name ______Date ______Block ____

“The research on the effects of food marketing directed at kids can be distilled into three words: It’s powerful, it’s pernicious, and it’s predatory.” -Kelly Brownell, Director, Rudd Center for Food Policy & Obesity, Yale University

Objective The purpose of this assignment is for you to evaluate the above claim by conducting your own analysis of TV commercials that specifically market food products and sugary beverages to children and adolescents.

Your Task – due Friday, November 16, 2012 1. Watch 30 minutes of TV* and keep a detailed log of all food and beverage commercials. Record the time of the commercial, the name of the product, the type of product (e.g., juice, soda, cereal, candy), and a description of how the commercial markets the food to the consumer (e.g., celebrity endorsement, cartoon characters).

* Choose TV programming that is intended for children/adolescent viewers.

2. Use your research to write a report that addresses the following questions:

 Describe the results of your investigation. How many food/beverage commercials were targeted towards children? Were the majority of ads for healthy or unhealthy foods? What strategies did they use to market their products? Explain using specific examples.

 Should the government regulate the advertising practices of the food and beverage industry (as it has done in the tobacco and alcohol industries)? Why or why not?

 First Lady Michelle Obama has argued, “It’s not enough just to limit ads for foods that aren’t healthy; it’s going to be so critical to increase marketing for foods that are healthy.” Do you agree that increasing ads for healthy foods will lead to more people eating healthier food? Name of Program ______Channel ______Date ______Intended Audience ______

Log of Food/Beverage TV Commercials

Time Product Name Type of Product Notes / Comments