Research Paper Advertising

Research Paper Advertising-46
In particular, the paper notes recent Australian Government approaches to dealing with this issue and the stance taken in favour of advertising regulation by the Australian Greens.The paper concludes that overall, the Australian response has been cautious in relation to calls for more action to deal with obesity and its concomitant health problems.An article on genuine social suffering might interrupt the ‘buying’ mood on which most ads for luxuries depend.

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Bagdikian labels this as ‘carefully noncontroversial, light, and nonpolitical’ programming.

In briefly tracing the history of advertising in magazines Bagdikian suggests that this practice has been commonplace for some time: The influence of advertising on magazines reached a point where editors began selecting articles not only on the basis of their expected interest for readers but for their influence on advertisements.

Acknowledments: The author is grateful for the constructive comments and suggestions made on a previous version of this paper by Ms Kaye Mehta, Senior Lecturer, Nutrition and Dietetics, Faculty of Health Sciences, Flinders University.

Thanks also to my colleagues, Dr Matthew Thomas and Paula Pyburne, for their valuable contributions.It considers also arguments which maintain that junk food can be part of a balanced diet and that the food, non-alcoholic drink and advertising industries can be entrusted to market these types of products responsibly without the intervention of government, or with minimal government intervention.The paper looks briefly at the policy approaches to junk food in a number of countries and consequent actions taken to control or prohibit marketing which may influence children’s eating habits.After that came the magazine phenomenon of the 1970s — creating magazines for an identifiable special audience and selling them to particular advertisers.[8] There are a number of other means which advertisers use to persuade and influence purchasing choice.These include advertorials or infomercials, which are advertisements presented as legitimate news or articles. Back to top It was unusual for children to be targeted by advertisers until television became commonplace in homes during the twentieth century.Serious articles were not always the best support for ads.An article that put the reader in an analytical frame of mind did not encourage the reader to take seriously an ad that depended on fantasy or promoted a trivial product.The World Health Organization (WHO) has labelled childhood obesity as one of the most serious public health challenges of the 21 century.In 2010, according to WHO, there are an estimated 42 million children under five years old who are overweight, and this figure is increasing at an alarming rate.[1] In Australia, in 2007–08, around eight per cent of children were estimated to be obese and 17 per cent overweight.[2] Children who are overweight or obese are likely to grow into obese adults who risk developing a number of chronic non-communicable ailments, such as diabetes and cardiovascular disease.[3] As these diseases add billions in health costs to national economies, it is clearly desirable both for individuals and for society overall, to devise and introduce policies which prohibit or limit their proliferation.Some change to Australia’s current approach may occur in the future, however, as a result of a number of factors, such as growing public demand for intervention and a shift in health policy emphasis towards prevention.There is a significant body of academic work which discusses the ways in which advertising influences behaviour.

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