Childhood Obesity-Technology and the Advertiser`s Edge
Released on = February 28, 2006, 10:00 am
Press Release Author = E-Smart Choice
Industry = Food & Beverage
Press Release Summary = What are the effects of food and beverage advertising to
children? Does it really have a significant role to play in today's obesity
epidemic?
Press Release Body = Advertising of junk food and sugar laden sodas plays a powerful
force in the epidemic of childhood obesity in America. But why is advertising today
so powerful to children? According to Robert Reiher, PhD., president of E-Smart
Choice and Enrichment Marketing, "One answer lies in the interaction that occurs
between media technology and media techniques. The reason the advertiser has the
edge over the educator is that we are witnessing a synthesis of compelling media
tech and media techniques that have the potential to "immerse" children in highly
entertaining but often age inappropriate and unhealthy commercial messages. The
hidden power of how children are learning these messages resides in the formal
features of media techniques. The formal features are the delivery system, the
process that accompanies the advertiser's message."
The Super Bowl is a perfect example to showcase the latest and greatest advances
each year in combining creativity, technology, techniques and messages that are
capable of both entertainment and influence, delivering the advertiser's message in
innovative, amusing and compelling ways.
Dr. Reiher says "When a child is up against the combined efforts of a brilliant and
experienced advertising team, using humor, fantasy, music, sound effect,
celebrities, morphing, zooms, instant replay and cartoon characters, supported by
almost unlimited corporate financial resources, the combination of these elements
has the power to drive advertising and marketing messages to new levels of
attention, the first step in the learning process."
Is the technology that drives the changing entertainment landscape going to
diminish? Of course not! In fact, just the opposite is occurring. The growth of
entertainment technologies is continuing to explode. Children and families are
experiencing higher and more attractive ways to interact with and become immersed in
these new and compelling technologies. High definition big screen TV's are becoming
commonplace and affordable. Internet capabilities are increasing the demands for
video and musical downloads that are both personalized and affordable. As
entertainment technologies and techniques continue to increase, their use for
marketing and advertising to children will increase along with them. Combine these
factors with increasingly irresponsible marketers of high fat, high sugar junk foods
and the implications for childhood obesity are clear.
"At E-Smart Choice we believe that if technology and techniques can be used to drive
negative learning experiences, they can also be used to help children learn exciting
and entertaining age appropriate food and beverage messages. It's not the tech or
the technique that are the culprits, it's the accompanying message that either
supports or disregards enriching the child".
For more information on Enrichment Marketing, please visit www.esmartchoice.com and
contact Tony Wallace, Director of Communication and Marketing.
Web Site = http://www.esmartchoice.com
Contact Details = Tony Wallace
746 St. Katherine
La Canada , 91011
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