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Adolescents and food marketing
The United States food and beverage industry has increased the amount of advertising that intensively and aggressively targets children through multiple channels. Food marketers know that the youth consumers have equal if not more spending power than adults, they hold purchasing influence, and have the potential to be lifelong consumers. The advertisements for products predominantly high in sugar and fat have increased and have had an effect on the major health epidemic in the US of Childhood obesity, and as such are inconsistent with national dietary recommendations. Food advertisements have moved from the television into the classroom. Marketing companies are exploring new creative techniques to reach their target audience, young children, through promotions, contests, and incentive programs. As a result, the US has progressively been placing regulations on how much advertising is allowed during children's programming.
==Food advertising==
Food advertisers are the second largest buyer of television, newspaper, magazine, billboard, and radio advertisements. In order to effectively reach the youth audience, marketers utilize multiple techniques and channels. Advertisers spend approximately $1 billion on television marketing that directly targets children and another $5 billion on other promotions. Online strategies are also well developed. For example, cereal companies (the third largest food marketer to children) maintain websites that use branded techniques such as advergames, videos, site registration, and viral marketing proven successful in engaging children.
Development of brand relationships begins in early childhood. Marketers have done extensive research and have come to find that children between the ages of two and five hold a considerable amount of purchasing influence through what marketers have termed the "nag factor". Around the age of two a child will make its first request to buy a product, 75% of the time this will happen in a supermarket and 47% of the time it will be for a breakfast cereal (65% of the cereals requested are presweetened) 30% will be for snacks and beverages, and 21% for toys.
At this age children are not capable of comprehending advertising and have little understanding of the intent that advertisers hold. Children do not begin to be able to understand advertising until about 7–8 years of age and even at this age, children's cognitive development is still not able to distinguish misleading advertising from others. By the time children reach 9–10 years of age they may possess the cognitive ability to understand and comprehend advertisements but this does not necessarily mean they will. It is not until age 11–12 that they are able to think abstractly. Even after adolescents possess the capabilities to understand persuasive advertising, they can still be effected by advertisements that address the way they view themselves and want others to view them through appearance and a need to belong.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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