Troppo’s Don Arthur recently ran a piece about Clive Hamilton, advertising and consumer preferences called “The Chicken made me do it’. It was one of Don’s usually well thought pieces.
It was the comments section that also got me interested.
One person suggested advertising should be heavily taxed without spelling out exactly why. What a dull world it would be not seeing another Apple computer ad or a Shell ad? Some of that stuff is really creative. I’d bet my bottom dollar the person who made that comment wouldn’t be watching commercial TV.
Mel, a well-known nanny stater had this to say in support of a McDonald’s ban:
I’d still want to ban ads on kids tv due to this:
“Junk-food advertising’s influence on young children has been confirmed by research revealing vegetables taste better to preschoolers if served in McDonald’s wrappers.
In a study prompting renewed calls for restrictions on fast-food marketing, four out of five children preferred hamburgers, chicken nuggets, fries, milk and even baby carrots served in McDonald’s packaging, over identical food in plain wrappers.
Childhood obesity experts said the results of 300 individual tasting comparisons, with 63 children aged three to five, were alarming.
Seventy-seven per cent preferred fries served on a wrapper with the golden arches logo, compared with 13 per cent who liked them better in plain packaging.
Chicken nuggets in a bag branded with the logo were favoured by 59 per cent while more than half (54 per cent) thought baby carrots in a branded french fries bag tasted better than in a plain bag.
Forty-eight per cent liked the hamburger with the fast food company’s logo compared with 37 per cent who preferred it in a plain wrapper. Even milk tasted better, with 61 per cent preferring it in a McDonald’s cup.
The study found that the more televisions there were in a preschooler’s home, the more likely they were to prefer foods and drinks from McDonald’s.”
I hope the state isn’t paying for these “studies” as every adult knows by now McDonalds influences kids to buy them lots of burgers, chips and shakes (I always thought the shakes were delicious). If they weren’t advertising successfully McDonalds wouldn’t have become such an enormous firm.
Here’s the rub: How do you ban fast food advertising. Do you do it on a product-by-product basis? Do you ban the firm from advertising? What criteria would one use? If you choose the former do you place product bans on calorie intake per meal or drink/size? If so how about cappuccinos and lattes they sell now?
What is fast food anyhow? Would Chinese food or pizza &pasta joints also get the ad chop?
We always seem to hear about the dangers of eating McDonalds and KKC. What about pizza delivery chains? And if you’re hunting for big calories why not pick on the good old-fashioned fish&chip shop down the road as that stuff is cholesterol heaven…. there are at long last growing fish&chips chains that I bet will soon be advertising. Maybe they eventually get so big we can export the concept to the US and get them back for theirs.
If you’re picking on fast food outlets why not “fast” frozen foods as well?
Although I haven’t seen any correlation studies I am tending to think that one effect of “fatphobia” could be the significant rise (explosion) we have seen over the past decade of anorexia nervosa in teenage girls (and even boys now) who consider x-ray wide is “normal”.
Here’s an easier suggestion, let’s see the parents demonstrate a little more control over junior by not catering to every whim.
Wiki has this to say about anorexia and its prevalence:
In the 1980s,slimness embodied the ideal of feminine beauty. It is this that caused many women to incessantly diet in order to keep up with the demands of modern fashion.In a 1984 survey carried out by Glamor magazine of thirty-three thousand women between the ages of eighteen and thirty-five, 75% believed they were fat, although only 25% were actually overweight.Indications of being thin was important to women of the upper class, and this class specific cultural model was pervasive throughout the media including television, film, magazines, and advertising.
Pretty soon nanny staters will be canvassing against “thin” demanding we ban ads with skinny people. Oh, they recently did that with catwalk models demanding a BMI limit above 16. How ironic.