Fast Food Scenario Name ________
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Background Period ____
From the article: Effects of Fast Food Branding on Young Children's Taste Preferences
Scenario Questions Thomas N. Robinson, MD, MPH; Dina L. G. Borzekowski, EdD;
Donna M. Matheson, PhD; Helena C. Kraemer, PhD
ARCH PEDIATR ADOLESC MED/VOL 161 (NO. 8), AUG 2007 www.archpediatrics.com
Background:
• The global childhood obesity epidemic is focusing attention on the effects of food and beverage marketing.
• A recent report published by the World Health Organization and the Food and Agriculture Organization of the United Nations concluded that marketing of energy-dense foods and fast food outlets is a "probable" cause of increasing overweight and obesity among the world's children.
• The food and beverage industries spend more than $10 billion per year to market to children in the United States
• One of the goals of marketing is branding to encourage children to recognize and differentiate particular products and logos.
• By 2 years of age, children may have beliefs about specific brands, and 2 - to 6-year-olds can recognize familiar brand names, packaging, logos, and characters and associate them with products, especially if the brands use salient features such as bright colors, pictures, and cartoon characters.
• By middle childhood, most children can name multiple brands of child-oriented products.
• Even among very young children, awareness and recognition translate into product requests, begging and nagging for specific product names and brands.
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