The Hidden Power of Food Advertising

Many food marketing techniques are meticulously designed to drive increased purchasing by consumers. According to Pierre Chandon, a Professor of Marketing at INSEAD, and food psychologist Brian Wansink, food marketers often employ quantity discounts to encourage consumers to purchase multi-unit packs or larger packet sizes at a reduced price. The underlying motive is to entice consumers to supersize and stockpile food in their homes, leading to overeating and ultimately contributing to obesity. During periods when food companies offered multi-unit purchase discounts, there was a staggering 100 percent increase in orange juice consumption, while cookie consumption rose by 92 percent (Chandon and Wansink 10).

These findings reveal that the discounted food's qualities were manipulated to make production cheaper, allowing it to be sold at lower prices, thereby confirming that advertising plays a significant role in swaying consumers to buy unhealthy food.

Additionally, the pervasive exposure to images and text promoting food—whether in shops, fast food outlets, billboards, public transport, or restaurants—triggers the urge to eat, even if a person was not initially hungry (Kemps et al, 1192). Food advertising instigates eating thoughts, which often lead to a heightened motivation to eat. The more a person is exposed to food adverts, the stronger the compulsion to eat, potentially leading to overeating (Kemps et al, 1192). This phenomenon is a significant contributor to the rising obesity rates. According to Hofmann et al, food thoughts often occur spontaneously without the individual's conscious awareness (Kemps et al, 1192). Continuous exposure to advertisements makes this urge apparent to consumers, leading to excessive eating and subsequent obesity. This underscores the substantial role food advertising plays in encouraging unhealthy eating habits.

Advertising's Impact on Children and Low-Income Families

Food marketing has been identified as a critical factor contributing to obesity, particularly among children. Fast food companies have identified adolescents and children as their largest customer base (Harris et al, 212). In the United States alone, children and adolescents spend over two hundred billion dollars annually on food products (Harris et al, 212). As a result, fast food companies have intensified their advertising efforts targeting this age group. The average child views more than 15 food advertisements daily (Harris et al, 212). Despite significant investment in television advertising, food companies also target the internet and schools to reach adolescents and children (Harris et al, 212). This pervasive advertising influences children’s food preferences, often leading them to choose foods with low nutritional value.

Moreover, some unhealthy foods are strategically placed in the advertisement process. For instance, food companies use creative methods to entice consumers, such as embedding foodstuffs within movies or associating them with popular artists and celebrities (Harris et al, 213). Food companies also sponsor popular sports events, intending to entice fans of particular teams (Harris et al, 213). Many sports enthusiasts believe that anything associated with their favorite team is desirable, leading them to purchase these products without hesitation. Consequently, food companies can sell low-nutritional-value food to sports fans, contributing to unhealthy eating habits. More than 80% of food adverts seen on television promote products high in sugar, sodium, and fat, which are often glorified in advertisements, swaying consumers to buy them. This has led to increased obesity levels, further confirming the significant influence of food advertising on unhealthy eating behaviors.

A study conducted in 23 countries by Consumers International indicated that a large percentage of advertised foods were confectionery, fast foods, sweetened cereals, soft drinks, and savory snacks (Harris et al, 213). This study, conducted in Central Europe, Asia, and Western Europe, found that these foods are high in calories and generally low in nutritional value (Harris et al, 213). Constant exposure to such advertisements skews people’s food choices toward these types of foods, resulting in the consumption of unhealthy foodstuffs.

Strategies for Overcoming Advertising Influence

Food companies are in business to generate and grow profits quarter after quarter. According to Marion Nestle, the Paulette Goddard Professor of Nutrition, Food Studies, and Public Health at New York University, health is not a priority for food companies. Nestle explains that “there is no nationally advertised food product that has a budget of less than $10 million a year, and that’s way on the low end” (Nestle 10). Large companies like McDonald's and PepsiCo invest up to 1 billion dollars annually in advertising. To boost sales even further, competitive companies often place their products in school vending machines and integrate them into various media channels, subtly embedding their products into consumer consciousness. Supermarkets, much like food companies, prioritize profit over health considerations. Product placement inside supermarkets is strategically planned, with companies paying for optimal shelf positioning to maximize sales (Nestle 10).

Addressing the influence of food advertising on consumer health requires a multifaceted approach. According to Lawrence Oglethorpe Gostin, an American law professor specializing in public health law, society can work towards making healthier choices more accessible. For instance, some American cities have implemented taxes on sugar-sweetened drinks to reduce fat consumption. Gostin suggests that instead of adding soda-tax revenues to the general budget, these funds should be earmarked to subsidize fruits, vegetables, and legumes or fund nutrition education campaigns (Gostin 243).

Conclusion

In conclusion, food advertising significantly contributes to the consumption of foods with low nutritional value, influencing consumers' nutritional knowledge, purchasing behaviors, and consumption patterns. By understanding the manipulative nature of food advertising and its impact on health, consumers can begin to make more informed choices. Taking small steps, such as creating a shopping list before visiting the supermarket and sticking to it, can help consumers resist the allure of strategically placed deals. While change may not happen overnight, every day presents an opportunity to make wiser choices and work towards a healthier lifestyle. Through increased awareness and proactive measures, consumers can regain control over their health and dietary decisions, ultimately reducing the impact of manipulative food advertising on their lives.

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