Marketing on the Internet employs a variety of techniques to appeal including advertorials, competitions, video links, product discounts and ‘advergames’.
Marketing on the Internet employs a variety of techniques to appeal including advertorials, competitions, video links, product discounts and ‘advergames’.Advergames are advertiser-sponsored video games which embed brand messages in colourful, fun, fast-paced adventures which are created by companies for the explicit purpose of promoting their brands. Indeed, advertising has effectively broadened to include a comprehensive range of activities—television advertising, marketing on the Internet, product placement in television programs, films , and DVDs, computer and videogames, peer-to-peer or viral marketing, supermarket sales promotions, cross promotions between films and television programs, use of licensed characters and spokes-characters, celebrity endorsements, marketing in children’s magazines, outdoor advertising, print marketing, sponsorship of school and sporting activities, marketing on mobile phones and branding on toys and clothing. More disposable income is now available to many families, and consequently, parents appear more willing to buy goods for their children than in the past.An article on genuine social suffering might interrupt the ‘buying’ mood on which most ads for luxuries depend.Tags: Writing An English EssayShort Essay On N Independence Day123 Help Essay WritingBest Websites For EssaysServer Resume Cover LetterBest Books For Creative WritingAir Pollution English EssayArticle On Importance Of Moral Values In Students LifeTerrorism And Corruption EssayWrite A Descriptive Essay About Your Role Model
This may be the result of a combination of factors, including smaller family size, people postponing having children until later in life and the fact that there are more dual income families.
Whatever the cause, the result is that children and young people are now an important demographic for advertisers.
One policy intervention which can help to achieve populations with well adjusted weight levels involves introducing and maintaining strategies that encourage healthy eating habits.
But the extensive array of convenience and pre-packaged foods high in fat, sugar and salt (so called junk foods) which are increasingly available across the world, often promoted in large or multiple serving sizes, has made eating healthily a challenge—for individuals personally, and for policymakers indirectly. Many have argued that the challenge has been compounded by a bombardment of marketing and advertising that surreptitiously and adversely influences people’s food preferences and consumption patterns. There has been considerable advocacy therefore, as a result of this thinking, which has exhorted governments to place limitations on the marketing of junk foods, particularly to children. This paper considers some of the available evidence relating to the influence of the various forms of advertising in general, their influence on children and on consumption habits.
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.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. In Australia, in 2007–08, around eight per cent of children were estimated to be obese and 17 per cent overweight. 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. 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.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.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.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.Arguments that the junk food industry voluntarily and responsibly limits the exposure of children to excessively manipulative promotion of its products appear to have been successful in maintaining a largely self- regulatory environment in Australia.This is despite the findings of national and international studies that indicate more action may need to be taken, and the imposition of various bans and taxes in other countries.