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S/M/523. Dissertation. Fast food TV advertising to children in China

WORDS:
15450
DATE:
2009
PRICE:
159.99 GBP

The dissertation investigates the outcomes of fast food TV advertising for Chinese children describing the situation on the Chinese fast food (FF) market, and arguing whether targeting at children in TV FF advertisements should be banned. Literature is reviewed on the FF position in today's consumption, FF nutrition value, Chinese FF consumers, FF marketing for children, FF health impacts of children, etc. Arguments in favour and against TV FF advertising to children are presented, theoretical underpinnings of children's intellectual development are reviewed. The methods of the research are based on secondary data and primary data obtained from a focus group analysis and questionnaires distributed in a local primary school, nursery, and shopping centre to identify children's and adults' attitudes towards FF TV advertising. Conclusions are made about the effects of fast food TV advertisements on Chinese children.

 

KEYWORDS: Dissertation, TV advertising, fast food, advertising to children, health effects,

 
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