C/M/287. Dissertation. The effect of advertising on obesity in children: The case of McDonalds

This dissertation examines the effect that advertising has on obesity in children using both quantitative and qualitative measures. This issue has received considerable attention in recent years as the fast food giants have come under increasing pressure to change their menus to include more healthy and nutritious options. Whilst the likes of McDonalds have received the brunt of the criticism, the literature examining child obesity and the effect that advertising has on children has been relatively weak in arguing that food advertising plays a significant role in child obesity. Rather, other genetic and environment factors, including parental influence, exercise, education and socio-economic background have been shown to have the greatest influence on child obesity. Drawing on primary research of some 200 McDonalds customers, this dissertation aims to examine the potential effect that advertising is having on child obesity. It would be particularly useful for students wanting a comprehensive literature review on child obesity and the effect of advertising on children and food choice, as well as those wanting to know how to perform, analyse and discuss primary research.