SpongeBob Square Pants’ Last Stand

            Child obesity is a growing problem that’s gaining increasing government attention and this can possibly lead to new guidelines on food advertising to children. Last year a government task force proposed new “voluntary” guidelines on food marketing aimed at kids under seventeen. According to the Association of National Advertisers “A large percentage of these foods are currently in the marketplace” and would not meet the guidelines. The underlying cause of obesity in children is the same as it is for their parents and that is eating too much and exercising too little. Kids eat what their parents eat and with both parents working this leaves less time for home cooking, shopping for fresh fruits and vegetables and getting outside and exercising with their kids. Restricting food advertising is not the answer. According to a 2007 study by the Federal Trade Commission, the exposure of youth to food advertising on television actually declined between 1977 and 2004 while the rate of youth obesity soared. Limiting advertising could possibly cost food producers one hundred and fifty two billion in sales and three hundred seventy eight thousand jobs in banned products over four years. If companies are forced to choose new products, advertisements for new products can increase market demand which will allow for brand advertising to reallocate existing market share. Using brand advertising can make brand loyalty stronger and can help lead to higher product prices. Attacking advertising will not help win the war on child obesity.

            When I saw the title of the article it intrigued me. I wasn’t sure where the story was going until I read it. The fact that companies target children through cartoons like Sponge Bob to market their product is a business, but I feel that it is up to the parents to see to it that their children eat right and get enough exercise to stay fit.

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Zywicki, T. (2012, Apr 13). SpongeBob SquarePants last stand. Wall Street Journal, pp. A.11-A.11. http://library3.webster.edu/docview/993983829?accountid=14944