chapter  3
12 Pages

Advertising and food choice

ByFariba Esmaeilpour, Mitra Shabani Nashtaee

The process of food choice is guided by a number of mechanisms that are fundamentally different and that can interact with each other. Food products are usually distributed via supermarkets and hypermarkets. The common aims of advertising are retaining existing users of a product or behavior; encouraging users of other similar products to switch to the advertised product; and enticing new users to purchase the advertised products. The food industry contributes to childhood obesity through the promotion of energy-dense food directed to children. Food marketing and especially advertising has potential power over the prevention of obesity through changing attitudes, preferences, and behaviors. Food is the most frequently advertised product category on children’s TV programming. Children’s most common information sources about food health and attitude towards food are, respectively, parents, school, and media. Peripheral routes to persuasion are the favorite approach for food and advertising industries and usually use exposure and reinforcement of cultural norms to influence behavior.