Naturalizing Food Habits: Advertising, Neuromarketing and Food Consumption Patterns among Youth

Ana-Maria Dragomir, McMaster University, Department of Anthropology

Introduction
Over the last decade food corporations and advertising companies have shown a considerable interest towards research-driven, emerging marketing strategies. Radical changes in technology have increased the degree to which children and youth are exposed to food advertising. Health care scientists, researchers from various disciplines, and food activists have raised numerous concerns regarding the deleterious effects of childrens increased exposure to unhealthy food commercials, and to aggressive marketing strategies (Ferguson et al. 2012; Pettigrew et al 2012; Jain 2010; Wilcox et al. 2004). However, some researchers argue that while the prevalence of food advertising has been well established, the nature of its content has not yet been given sufcient attention (Pettigrew et al. 2012). In my research I explore some of the marketing strategies employed in promoting energy-dense foods and beverages to children. I ask to what extent the nature of food advertising together with the frequency of its exposure have the potential to normalize particular eating behaviours in children? In what particular way do food commercials contribute to building an environment that generates, and perpetuates unhealthy lifestyles and eating habits? What is the connection between targeted advertising, built environment and the increased prevalence of obesity and overweight among children and youth?

Traditional, Generalized Strategies

Conclusions
Most researchers agree that while food advertising is not the only factor that has led to todays obesogenic environment it denitely contributed to the increased consumption of energy-dense foods, and the development of unhealthy dietary behaviours. However, there are many conducive factors that contribute to the construction of a so-called toxic, obesogenic environment: the frequent promotion of energy-dense foods and drinks through various sorts of media. These include the television, internet, lack of safe outdoor playing areas, the scarcity of community recreation centers, the increased video entertainment and video game playing (Lobstein and Dibb 2005). Perhaps as part of neuromarketing strategies, over the last few decades an increasing emphasis has been placed upon emotional approaches in advertising, to inuence individual food decisions (Pettigrew et al. 2012). Moreover, recent studies show that marketers across various industries employ negative themes in their advertising campaigns, such as emotional eating, violence/aggression, nagging, mocking, boredom, loneliness (Pettigrew et al. 2012). Commercials have the potential to build an environment characterized by negative affect. Children possess less cognitive processing abilities and therefore are more vulnerable to the normalizing effects of advertising (Pettigrew et al. 2012). Eating habits developed during childhood have the potential to persist throughout life. Researchers advise for more responsible corporate approach from food industry representatives towards the promotion of healthier eating habits.

Advertising to parents (Lobstein & Dibb 2006). Promotion through the internet (Lobstein & Dibb 2006). Promotion at the point of sale (Lobstein & Dibb 2006). Food product ads embedded in cartoon, and childrens
programs (Ferguson et al. 2012). The use of celebrities and popular gures to endorse the products (Wilcox et al. 2004). Research has shown that food ads affect childrens preferences and food consumption behaviour (Hastings et al. 2004). However, just like the tobacco industry in the past food companies and advertising agencies deny the link between child overweight and obesity and the content of their food advertising campaigns.

Neuromarketing

Perhaps the most aggressive advertising strategy to date. Marriage between science and marketing. Uses brain studies to optimize responses to specic products
(Jain 2010). The use of functional Magnetic Resonance Imaging scanners to better understand and map neural connections that relate to feelings, motivations, needs and desires of consumers (Lindstrom 2008).

Popular video game World of Warcraft Coke commercial. http:// forums.gametrailers.com/thread/blizzard-s-titan-mmo-will-have/1272782

Ad campaign meant to raise awareness about eating behaviours among children. http://theinspirationroom.com/daily/2009/dangerous-food-forbeijing-children/
References Ferguson C J, Munoz M E, and Medrano M R (2012) Advertising Inuences on Young Childrens Food Choices and Parental Inuence - Journal of Pediatrics 160:452-5. Hastings G, Stead M, McDermott L, Forsyth A, MacKintosh AM, Rayner M, Godfrey C, Caraher M, Angus K. (2003 ) Review of Research on the Effects of Food Promotion to Children. Final Report to the UK Food Standards Agency. University of Strath- clyde Centre for Social Marketing: Strathclyde [http:// www.food.gov.uk/multimedia/pdfs/foodpromotiontochildren1. pdf accessed 25 October 2004.] Jain, A. (2010). Temptations in cyberspace: New battleelds in childhood obesity. Health Affairs, 29(3), 425429. Lindstrom M (2008) Buyology Truth and Lies About Why We Buy. Crown Business 1st Edition. Lobstein T and Dibb S (2005) Evidence of a possible link between obesogenic food advertising and child overweight. Obesity Reviews 6:203-208 Pettigrew, S., Roberts M, Chapman K, Quester P, Miller C., (2012) The use of negative themes in television food advertising, Appetite 58: 469-503 Wilcox B, Cantor J, Dowrick P, Kunkel D, Linn S, Palmer E (2004) American Psychological Association. Report of the task force on advertising and children. Available at http://adage.com/images/random/ childrenads022404.pdf.

Research focuses on the lag between impulse and thought, the biological triggers that can stimulate purchase, decoding and recording our most subconscious thoughts (Jain 2010). Neuromarketing targets the immediate reaction of the receiver and is particularly threatening to younger audience because, even though it is mainly geared towards adults, this technique allows advertisers to appeal to the subconscious and emotional effects of food and beverage products, to which children may be particularly vulnerable (Jain, 2010:425).