Marketing to Children Childhood obesity is a growing problem in today's society. “On average 28% of girls between the ages of 6 and 11 are overweight.” Pediatricians are now seeing more and more children with high cholesterol, high blood pressure and diabetes in adulthood. In 1997, American children got 50 percent of their calories from fats and added sugars, and only 1 percent of their diets resembled the proportions recommended by the Food Pyramid. The amount of money spent on marketing to children is scandalous. Companies intentionally market to young children's tastes in various ways through package design, typography, images and content. The key elements of successful marketing to young children are carefully and thoughtfully planned by companies. Entertainment, fast and friendly service, instant gratification, familiar brands that are fun to eat, reasonable prices, value and quality time are all key. The companies justify their marketing as a "public service, an expression of free speech, and argue that the foods advertised are not inherently harmful and emphasize that exercise" and not diet "is the key to weight control. The company's claim that advertising contributes to nutrition education and that primary responsibility for determining dietary intake rests with parents and caregivers." Unfortunately, children are not with their parents or guardians every minute of the day, leaving them time to look after themselves while at school. Big companies have now turned to schools to really target young people and make a big profit in the process. Food marketers see school children as an “unparalleled marketing opportunity.” It is often difficult to distinguish between commercial and non-commercial... middle of the paper... the problem is huge, but what is being done to help our young people? It's important for companies to advertise and sell products because it's business, but they really don't need to corrupt children at such a young age. If children are not educated about what is healthy and nutritional, they will grow up eating poor foods which will then cause various diseases. Isn't it more important that children understand what's good for them than how much money a school can make from advertising? I therefore believe that it is understandable that companies address people on television or in newspapers, but I don't think it is appropriate to address children, especially at school where they should learn the right things to eat. Food marketers should not be able to target children in schools, books or any other means of proper education. Source: Food Politics Chapters 8 e 9