Do you think Celebrity endorsement encourages children to eat more JUNK?

Junk Food and its danger to Kids Health

  

This is very interesting study I think some part of study is good which confirm the belief that what we see what we eat.

Part 1-What is Junk Food?

The director of the Centre for Science in the Public Interest, Michael Jacobson, in the year 1972, invented the term “junk food” along with words such as “Liquid candy” and “Empty calories”. He was accredited the “chief of the food police” by the food industry, for uncovering the damaging effects of junk food with its use of additives such as vibrant food colors, salt and trans fat. His intent was to boost awareness among people, regarding Junk food containing low nutritional value and high calories, sugar and fat, which often lead to many life-threatening ailments.

Part 2-We are what we eat

 

Junk foods with high levels of calories from salt, sugar and saturated fats, contain insufficient vitamins, minerals, proteins and amino acids.  Food, which acts as a basic element for good health, plays a vital role for sustenance and overall well-being.  However, lack of nutrition, affects the smooth functioning of the body that is forced to create its own enzymes, in order to convert food into energy.  The enzymes that are utilized are otherwise reserved for the metabolic functioning

Part 3-How to recognize Junk foods

Snacks such as, ice cream, Milk shakes, soda, fizzy carbonated beverages, soda, breakfast cereals, cookies, candies, chips, pizza, burgers, tacos, chicken submarine sandwiches and instant noodles, in addition to Indian curries and kebabs fall under the category of junk foods

As the old adage goes that too much of anything is good for nothing, likewise junk foods are processed with nitrates, for sustaining their flavor and freshness for longer duration besides enhancing their mouth-watering taste.

 

Part 4-Understanding the Nutrition label

It is crucial to read the list of main ingredients on the label, to determine if the food is laden with fat, salt and sugar. To avoid any chances of an impending health hazard caused by junk foods, it would be wise to check the sodium, sugar, cholesterol and fiber content besides the amount of calories and fat contained in the product.

High Fat content

The required consumption of fat per day is 25 to 30% of the total calories, to enable proper functioning of the fat-soluble vitamins that is responsible for creating a feeling of being full and satiated.  Nevertheless, excess amounts of saturated fats, consumed in the form of fried chicken, burgers and pizzas clog the arteries leading to cardiovascular diseases, stroke, premenstrual syndrome, arthritis, cancer and obesity.

 High Sodium content

Junk foods contain sodium in abundance, especially in foods such as breakfast cereals, cookies and pastries.  Since the daily requirement of sodium is 2300 milligrams per serving, excess intake is likely to lead to life-threatening diseases. Nonetheless, sodium in conjunction with potassium plays a major role in maintaining the water balance in the body. However, taking sodium in moderation is recommended, as excess amounts lead to fluid retention.

High Sugar content

Creamy cakes, cookies, candies and soft drinks, a favorite among kids, acquire their delicious taste, due to their surplus sugar content.  Since the body converts sugar to fat, they cause more harm than good in the long run, resulting in orthodontic problems and obesity.

Low Fiber content

Listed in grams, the dietary fibre undergoes a change in quantity, depending upon the product.  A sufficient quantity of two grams dietary fibre per serving is recommended for good health.  However, high fiber foods are those with quantities of five plus grams.

Part 5-Why Junk Food is bad for Kids?

Junk food is bad for kids as it contains bad trans-fat which gets deposited in the body and causes obesity. It can also make kids hooked on to junk food and they avoid eating healthy food which is essential for their growth.

New Research- Celebrity endorsement encourages children to eat junk food

 

A study by the University of Liverpool has found that celebrity endorsement of a food product encourages children to eat more of the endorsed product. It also found that children were prompted to eat more of the endorsed product when they saw the celebrity on TV in a different context. Celebrity endorsement is an effective method of creating value, recognition and credibility for a brand, and celebrities are frequently used in television advertising to induce children to try foods. An example of this is former England international soccer player Gary Lineker, now principally a TV sports presenter, who has been endorsing Walker’s Crisps since 1995. The study involved 181 children, aged between 8 and 11 years old, who were asked to watch one of three different adverts or general TV footage (Match of the Day featuring Gary Lineker as the main presenter) embedded within a 20-minute cartoon. The adverts were for Walkers crisps (featuring Gary Lineker as a celebrity endorser), a different snack food or a toy product.

The children were offered two bowls of crisps to eat, one labeled `Walkers’ and one labeled `Supermarket’ although both bowls actually contained Walkers crisps. The amount of crisps consumed from each bowl by each child was then measured. The study found that although both bowls contained Walkers crisps, after watching the Gary Lineker advert or the general TV footage of Gary Lineker, the children ate considerably more of the Walkers crisps than the children who watched the other snack food advert or the toy advert. Dr Emma Boyland, from the Institute of



Psychology, Health and Society who led the research, said: “This is the first study to show the powerful effects of celebrity endorsement – in both a TV advertising and a non-food context – on the choice and intake of the endorsed snack product over the same product offered as a non-branded snack item. “The study demonstrated, for the first time, that the influence of the celebrity extended even further than expected and prompted the children to eat the endorsed product even when they saw the celebrity outside of any actual promotion for the brand. It quantifies the significant influence that the celebrity has over children’s brand preferences and actual consumption. “This research has consequences for the use of celebrities, and in particular sports stars, in advertising unhealthy or High Fat Salt and Sugar (HFSS) products. If celebrity endorsement of HFSS products continues and their appearance in other contexts prompts unhealthy food intake then this would mean that the more prominent the celebrity the more detrimental the effects on children’s diets.”

(Source-The Journal of Pediatrics)