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Fast Food Advertising to Children

Over $10 billion is spent annually advertising fast food to children in various ways. Most of these ads are for foods and drinks that are high in fat, sugar, calories, salt and low in nutrients. It’s not so much the advertisement itself as it is the tactic used to get our kids to want their product. The most obvious media space is television advertising. Marketing gurus know how to get inside children’s heads and how to get their most sought-after answer. They know that children can also influence their parents when it comes to buying food.

On average, children view over 40,000 advertisements per year, most of which are for candy, cereal, toys, and fast food restaurants. Fast food advertising to children is not limited to fast food restaurants. If it’s fast and it’s food, then it’s fast food. It’s fair to say that fast food advertising is big business. That said, trying to wean children away from watching television is a daunting task, especially since many children have televisions in their bedrooms. The methods used for advertising are within the norm for advertising. Companies spend money to get their product noticed by what should be their target audience. In other words, it would be hard to find a commercial on 60 Minutes for Cocoa Krispies, just like it would be hard to find a commercial on Nickelodeon for TDWaterhouse.

Sneaky Tactics

Children today have more purchasing power, they are the consumers of tomorrow, and because they influence their parents’ purchasing power, this opens up a whole new audience for marketers. Children are much louder than they used to be and are not afraid to speak up when they want something. Advertisers call this Pester Power. I call it complaining. In other words, kids aren’t afraid to kick and scream to get their parents to buy something. Fast food advertising to children is all about Pester Power and marketers rely on children to nag at parents rather than parents directly. They know that marketing to children will yield greater results. Marketers divide Pester Power into 2 categories. Objecting to persistence and objecting to importance. Persistence of complaining is constant begging. On the other hand, complaining about importance is what marketers rely on. It’s all about providing for their children and the guilt that comes with not being available enough for their children. There are many tactics used in advertising fast food to children, such as toys included with meals and monopoly games. Fast food companies will claim that this is to make it easier for parents to visit their store, but in reality it is baiting children into wanting fast food.

Internet and viral marketing

Fast food advertising to children is not limited to television. Internet; which is more profitable and viral marketing have also become places to advertise. Internet marketers know how kids use the net and how popular sites like MySpace and Facebook are. They also know that kids love to click on links. If it says click here – they work. Many websites offer free ringtones and music downloads. To get freebies, an email address is required and thus begins a cross-promotional campaign of creating fast food ads for children through email marketing.

We can’t stop fast food advertising to children, but we can control TV viewing time. Spending less time in front of the television as a family could reduce junk food cravings and create a more nutritious and healthy family environment.

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