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It is believed that young children absorb information better, and it is remembered for life. This fact is used by the food industry, which creates advertising and product designs aimed at children. When creating packaging and advertising videos, they use bright, amusing pictures and funny cartoon characters that every child likes. By evoking attractive images associated with the product in children, the food industry directly markets to them.
A recent food advertisement that I have seen specifically targeted at children is an ad for Lucky Charms marshmallow frosted flakes. It shows how the main character of the Lucky Charms brand, who has superpowers, shares his power with everyone who tries the cereal (Bailin et al., 2014). Advertising is based on the fact that each form of marshmallow hides a superpower. After eating a marshmallow in the shape of a shooting star, a cheerful child from the ad learned to fly. A marshmallow in the form of a rainbow opens the gift of teleportation.
Children regard the cereal ad they see as an exciting and funny video that blurs the line between reality and fiction. Advertising aimed at the child does not sell the Lucky Charms themselves, but the feeling of happiness from its purchase (Module Notes). The ad targets the child, creating the association that this product brings pleasure and joy (Vilaro et al., 2017). Images of the friendly Lucky, and cheerful children, colorful magic marshmallows make these images stick tightly in the child’s memory.
Advertising can be effective because children are attracted to a spectacular video series: bright flashing pictures and incendiary rhythms. Flakes served with an optimistic mood look tastier and more attractive (O’Connor, 2016). The main character radiates universal love and mutual understanding while giving gifts to his little guests. Naturally, this behavior will appeal to the child and cause strong positive associations with the product (Ward et al., 2018). As a result, the child will notice this food on the counter in the supermarket and give it preference.
References
Bailin, D., Goldman, G., & Phartiyal, P. (2014). Sugar-coating science. Greentips, 1(1), 1–20. Web.
O’Connor, A. (2016). Sugar backers paid to shift blame to fat. New York Times, p. A1. Web.
Module Notes: The Food Industry in Childhood Obesity. Web.
Vilaro, M. J., Barnett, T. E., Watson, A. M., Merten, J. W., & Mathews, A. E. (2017). Weekday and weekend food advertising varies on children’s television in the USA but persuasive techniques and unhealthy items still dominate. Public Health, 142(1), 22–30. Web.
Ward, C., Edmondson, D. R., & Wheeley, A. (2018). Marketing unhealthy foods and beverages: Our children at risk. Atlantic Marketing Journal, 7(1), 25-32. Web.
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