I’m Loving It – Junk Food

In Lee’s article (2007) based on study statistic, kids magazine today is filled with junk food advertisement. The study has showed that advertisement which featured in the leading children’s magazines based on junk food is twice the amount of healthy food advertisements. With the constant advertisement been brain wash in to the children’s mind, as a reader who is familiar with the meanings constructed by different narratives, might glance over and understand quickly about the issue and will respond affectively.

Advertisements with attractive images do will attract the kid’s attention to another level. Images can be so powerful that they are able to have other effects which are different from text and particularly at affective, aesthetic and imaginative level. As a reader, it is easy for them to identify what junk food they prefer through those pictures, this is where the kids will start to urge parents to purchase junk foods they see often on magazines.

“With the regard to the former research has shown that products, advertised by celebrities receive more favourable evaluations that the same product advertised without celebrity endorsement.” (Krish cited in Ross et al., 1984) The advertisers are using the same manner to approach the kids in order to achieve an increase in their sales revenue.

The child will create schemata or outline towards the advertisement (Putnis & Petelin 1996) whereby without realising seriousness of this issue, the child might turn out to be overweight or unhealthy. The statistic of child obesity is starting to increase in the recent years.This is where parents should play their part of responsibility by monitoring and controlling their children’s’ eating habits and the food intake they take daily. (Lee, 2007) It will not be sufficient if parents control their diet, parents should scan through the kid’s magazine because it might contain too many junk food advertisements. Parents should practice family outing to do park for some exercise in order to build a healthier lifestyle for their children.

Reference List:
Krish, S J 2006, Children, adolescents and media violence: a critical look at the research, Sage Publication, USA.

Lee, J. 2007, Kids' mags full of junk food ads: study, The Age, Australia, viewed on 30 October 2007, < http://www.theage.com.au/news/parenting/kids-mags-full-of-junk-food-ads-study/2007/10/15/1192300725947.html >

Putnis, P & Petelin, R 1996, Professional communication: principles and applications, Prentice Hall, Sydney.