Bøger af Jyoti Vohra

Marketers do not direct food advertisements at children only. Rather, they try to capture attention of general-audience (child-audience and adult-audience both) as sometimes older children and adults also watch programs appeared on children'stelevision networks . Therefore, on comparing the nature of themes/appeals used in food advertisements directed at audience of different age groups, it is found that the most frequently used appeals in commercials aimed at children areplay, action-adventure, fun, courage, affection for animals and collecting . Whereas, commercials aimed at teenagers are found to use appeals of being modern, being cool, seizing opportunities, having the best, belonging to a group and energy. Similarly, appeals of convenience, financial security, health, tidiness, love, physical attractiveness, having natural, self-esteem and career were found to be usedfrequently in television food advertisements targeted at general-audience.

Obesity levels have reached alarming/epidemical levels across the globe including India. This is because of unhealthy food consumption habits of children. Children, today, prefer to eat unhealthy/junk foods which are frequently advertised on television and promoted in organized retail stores using attractive food promotional strategies. Consumption of these foods in large portion sizes lead to obesity, type II diabetes, hypertension and other physical and psychological disorders in children. Therefore, mothers follow feeding practices with them in order to inculcate healthy eating habits. The study revealed that food ads are frequently shown on children¿s television networks and only one per cent advertised foods are healthy. Further, attractive themes and appeals are used in food ads to target children. This is supplemented by retail store characteristics which effects food shopping behaviour of children. Hence, children behave actively in retail stores and request for promoted unhealthy/junk foods. Hence, mothers use feeding practices to mediate and control their food consumption habits.