Brian M. Young

Does food advertising influence children’s food choices? A critical review of some of the recent literature

Food advertising to children is an issue that is at the centre of debate and the purpose of this paper is to critically examine the claims and the evidence. Several issues are examined: the child’s understanding of advertising, the content of advertising to children; food choices in families, children’s food choice and behaviour, and the effect of advertising on food choice. Major conclusions are the following: that children understand the function of advertising from the age of 8–9 years, although there are limitations on how effectively they apply this knowledge; that the content of advertising to children has remained relatively unchanged for 25 years; that children play an active role in food choice in families; that children’s dietary preferences and habits are well-established before advertising is understood; and that advertising’s role in children’s food choices and preferences is multi-factorial and complex.

Does food advertising make children obese

Begins with the vast range of diets worldwide, and how the structure and content of “acceptable” food varies; children’s attitudes and tastes for food are largely conditioned by the socialisation process via family and friends. Outlines the nature of food advertising as a secondary influence on brand choice against the backdrop of an established set of preferences and choices. Defines obesity as accumulation of fat in the body and indicates measures of this, such as the Body Mass Index (BMI). Moves on the causes of obesity, noting the importance of the genetic component: 25‐40% of the range of BMI may be attributed to heritability. Contrasts cultural attitudes to obesity in developed against developing societies.

The literature on advertising and children’s food choice

Reports on a 1994 Ministry of Agriculture, Fisheries and Food (MAFF)‐funded review of literature on advertising and children’s food choice. Identifies and details four main research areas: frequency and content of television advertising to children; purchase request behaviour; influence of advertising on food‐related behaviour; and influence of advertising on attitudes and values.

The growing consumer

Looks at how children’s awareness of self and the world around them grows during their childhood, examining children’s limitations and capabilities from age six to adulthood. Outlines two opposing research approaches to child development, one biologically determinate and deriving from Piaget, the other more culture related and associated with Vygotsky; opts for a “natural history” approach that relates children to their various contexts. Details the world of middle childhood, starting at six years of age and covering areas like language, game strategy and humour development, then moves on to the tweens, who become increasingly conscious of brands and the desirability of possessing branded goods; finally discusses youth and the frontiers of adulthood.

Community partnerships: preventing childhood obesity

Purpose – A lot of factors lead to the development of overweight and obesity in children. This article highlights that in this context, preventing childhood obesity must be at the core of the various agencies’ priorities such as food industry, stores, parents, schools, authorities as well as advertising agencies.Design/methodology/approach – A critical examination of the existing literature led to a considered evaluation of the EPODE programme.Findings – Preventing childhood obesity needs collaboration between all the concerned parts through a common project.Research limitations/implications – The evaluation of the programme would benefit from a systematic analysis of investment and measurable outcomes. There are important implications for planning public policy in local communities as identification of relevant stakeholders should be considered from the outset.Originality/value – The EPODE case is a uniquely French programme that included almost all the town community (government, school, children, paren...

The Obesity Epidemic reviewed

Reviews “The Obesity Epidemic: Science, Morality and Ideology” by Michael Gard and Jan Wright, finding that it challenges currently established thinking on obesity which finds expression in cliche phrases like “couch potato” and “ticking time‐bomb”. Shows how, according to this book, the common assumptions made about the decline of modern society into obesity are actually importing moralistic judgments into a scientific question, that the energy in – energy out balance does not appear to apply to real life, that there is actual evidence of a positive association between TV viewing and physical activity levels, and that there is no clear relationship between school exercise and physical activity in later life.

Erikson’s Stages of Life: Can We Bridge the Gap?

This chapter is the keystone of the bridge as Erik Erikson’s body of theory takes us from infancy to older men and women using classic stages that unfold over the lifespan. Brian Young navigates skillfully through Erikson’s writings and gives us an up-to-date analysis of how we change psychologically as we grow up and grow older. There is a special review of consumption in these adult stages, the mid-life crisis (what crisis?) and time orientation which changes in interesting ways as we grow older. These provide lots of content for the framework provided by Erikson and this Chapter is essential reading.

How We Process Information: A Look at Embodied Cognition and Priming

These relatively new areas of human information processing are tackled using the most recent research findings and the research is carefully selected to help our understanding of the workings of the human mind when faced with choices and brands. Brian Young describes how our thinking is intimately related to our action and how this challenges the dualistic notion that mind and body are separate entities. The relevance of this research to the marketer cannot be underestimated as it also suggests that environmental design should be informed not just by rational considerations of layout and optimal choice points but by how thoughts, feelings and intentions are primed in different environmental ecologies.

One Mind or Two? An Introduction to Dual Process Theories

There are several routes into the mind according to Brian Young and one is careful, rational and conscious. Another one is fast, automatic and leads you into thoughts and emotions that you were not aware of. This careful look at the literature on this peripheral route into the mind is recent and is comprehensively reviewed. It’s also very relevant for today’s consumers in their total consumption environments. But in addition we are introduced to the novel idea of further pathways including mindful awareness and also the flow experience of Mihaly Csikszentmihalyi.

Children, Ownership and Possessions: The Origins

In this later chapter Brian Young shifts to the latter part of the cycle of consumption when purchase has been made and goods enter the world of the child to be consumed and consequently affect his or her identity. A sense of ownership emerges remarkably early. We also explore the world of gift giving where children have a significant role to play especially during the various festivals in the year. Transition objects, small toys like teddies you used to own as very young child, provide a fascinating side-trip and we end in the familiar world of adolescence with their tribes and fashions.