Persuasive research papertrx450rmb
The Ethics of Food Advertising Targeted
Toward Children: Parental Viewpoint Aysen Bakir
Scott J. Vitell
ABSTRACT. The children’s market has become signif-
icantly more important to marketers in recent years. They
have been spending increasing amounts on advertising,
particularly of food and beverages, to reach this segment.
At the same time, there is a critical debate among parents,
government agencies, and industry experts as to the ethics
of food advertising practices aimed toward children.
The present study examines parents’ ethical views of
food advertising targeting children. Findings indicate that
parents’ beliefs concerning at least some dimensions of
moral intensity are significantly related to their ethical
judgments and behavioral intentions of food advertising
targeting children as well as the perceived moral intensity
of the situation.
KEY WORDS: parents, children, ethics, food advertis-
The children’s market has become significantly
important to marketers (McNeal, 1998). Many mar-
keters spend millions of dollars on advertising to reach
this growing segment (Jardine and Wentz, 2005).
More specifically, food and beverage companies in the
USA spend an estimated US $10–12 billion targeting
children and adolescents (McKay, 2005). According
to the Kaiser Family Foundation, children are exposed
to more than 7,600 commercials on candy, cereal, and
fast food in any given year (Kotz, 2007).
The effects of advertising on children have been
highly debated among various groups, including par-
ents, researchers, industry experts, and government
agencies. One of the primary debates has been the
potential impact of food advertising directed at chil-
dren. A variety of institutions are involved in this
debate. Some of these organizations such as public
advocacy groups criticize the food companies and
television networks concerning the increased amounts
spent as well as the types of …