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doug lowance

on 26 February 2013

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Transcript of Advertising

Child Obesity Since the 1970's, children aged 6 - 19, the rates for overweight and obesity have tripled

Advertising has targeted children because they are impressionable and children at young ages cannot differentiate between the shows they watch and the commercials Adult Obesity Adults classified as overweight or obese went from half, to about two-thirds of the population

Fast food restaurants have more than doubled Famous Person Technique Children and advertising References

Cheng, S., & Kao, Y. (2011, Summer). Which colour is better? The Influence of Website Photo Colour on Consumer: The Incongruity Viewpoint. The Business Review, Cambridge, 17(2), 117-123.

Fast Food: Middle Class Indulges More Often Than Poor People Do http://www.huffingtonpost.com/2011/11/08/fast-food-middle-class-poor_n_1081904.html.

Fast Food Nation- http://jhampton.pbworks.com/w/file/fetch/51769044/Fast%20Food%20Nation.pdf.

Fast Food – Who Eats Where? http://www.pamallison.com/2012/05/24/fast-food-who-eats-where.

Frieden, T. R., Dietz, W., & Collins, J. (2010, March). Reducing Childhood Obesity Through Policy Change: Acting Now To Prevent Obesity. Health Affairs, 29(3), 357-363.

Purcell, M. (2010, December). Raising healthy children: Moral and political responsibility for childhood obesity. Journal of Public Health Policy, 31(4), 433–446. doi:10.1057/jphp.2010.28.

Seher, T. (2012, October). Impact of colors on advertisement and packaging on buying behavior. Management science letters, 2(6), 2085–2096.

The National Bureau of Economic Research http://www.nber.org/bah/2009no1/w14721.html.
The fast-food industry’s $4.2 billion marketing blitz http://grist.org




www.youtube.com/watch?v=Y3pYhlC60xQ What are the elements that are unusual?

What is the target group of the commercial?

How does the commercial appeal to consumers?

Why do you believe this commercial to be effective in brand name recognition?

How are ethical standards met (or pushed to their limits)? Technique in Color "Colors are selected on the basis of our customers demand and likeness" (Seher, 2012, p. 2088). I wonder what some of the techniques ad agencies use for fast food...? Ethics Repetitive Technique “The caterpillar does all the work but the
butterfly gets all the publicity”(Carlin,p.1) “Advertisers aim for children because they want to establish tastes and preferences that will last a lifetime.” (Blades,2010, para.3) Advertising Innuendos They say that sex sells and they, whoever they are, were right!
Persuasive techniques:
- Buy
- or otherwise influence Fast Food Commercials James Guerrero,
David Garcia,
Erica Gutierrez, and Doug Lowance
HUM 186 Fast Food Advertising
Full transcript