Childrens Studies

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By Marcia Amidon Lüsted

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Some In 2001, author Eric people blame part of the problem Schlosser published Fast Food Nation. This book on tremendous amounts of food exposed the darker side of marketing. fast-food marketing and how unhealthy the prodFast-food companies such as ucts can be. The book became a movie, followed McDonald’s and Burger King, as well by the 2004 documentary as food companies that produce snack Supersize Me, directed by Morgan Spurlock. For 30 foods and soft drinks, spend millions days, Spurlock ate only McDonald’s food and of dollars every year on advertising documented the effects that specifically targets children.

Soda companies such how advertisers use school as Coca-Cola and Pepsi competed for curricula to promote their products. When called pouring contracts. A school they accumulate a certain amount of time, they earn would receive money in exchange for a free personal pan pizza. Teachers receive materian exclusive contract to place that als from Pizza Hut that particular soda company’s vending promote the program and the company’s products. If machines in the school. According to students earn a free pizza every month during the the National Soft Drink Association, school year, they receive 10 percent of all schools are paid for a special medal at the end of the year.

Concerned with their appearance, persuaders always want to look good. When a persuader decides to wear a certain type of clothing or buys a particular product, others who want to be cool and popular will do the same. Persuaders are who the less popular kids want to be. And persuaders are the marketer’s dream because whatever they have, others will soon want as well. • 32 • Advertising toChildren Most kids are classified as followers. These are the average kids, the ones who are not really popular or cool.

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