Friday, July 15, 2005

Junk-Food Ads and Children

Some new research by Wellington Medical School shows that 60 percent of advertising near schools is for food and 70 percent of that is for what the Ministry of Health calls unhealthy. The health lobby are claiming this is a major factor in the obesity 'epidemic'.
On National Radio this morning
Mark Championan advertising wonk, claimed this could not be so because advertising never creates demand within a product category, but merely changes consumers' brand choices within a category.This is probably true, but I would expect that in the eyes of children, healthy and unhealthy food are pretty good substitutes. They will compare the percieved value of KFC and Sushi and make a choice between them. Healthy and unhealthy food can probably be assumed to be in the same category, so Champion's argument is probably wrong.
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