New Essay Structure

My last essay attempt was again, just a walkthrough. It was more descriptive than argumentative. I really struggled with writing it because I lost the point I guess. I feel like I'm no good at academic writing but I'm really wanting to do better and develop the essay into a more substantial piece of writing.

I've rethought the angle in order to make sure I'm actually arguing a point and not just stating the obvious.

I know it's pretty late to be changing things but I'm hoping to still be able to use elements of my previous essay and really get stuck into writing this one. I don't want to hand in something that I'm so unhappy with and have a rubbish grade to reflect it. I'm not even sure whether the previous essay would have passed at all so I'm determined to improve it.

Through the research I've done, I've come across the fact that actually, things have changed a fair bit. Regulations have been put into place to limit TV ads aimed at kids. Some foods have changed their recipes in an attempt to offer 'healthier options'. Some of the websites that used to host advergames actually don't anymore, and in some cases the kids areas of the sites have been limited quite a lot. 

To push my essay further I want to focus on how junk food is marketed to children in terms of the techniques, but then also whether regulations are doing enough to limit children's exposure to the company's advertising.

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Question:

Is enough being done to protect children against being targeted by junk food companies, and how are these companies reaching them?

How is the food industry targeting children with the promotion of HSSF foods, and is enough being done to control this?

Regulations have been introduced in order to limit the marketing of junk food to children, but to what extent are companies still targeting children

Intro = 

1. Fast food advertising in the UK. How much is spent? 

2. Where do ads exist? TV and internet - digital billboards, posters, etc - printed matter. Advergames

3. Why is this a problem? Childhood obesity, leading to health risks in later life. The next generation being set up to fail or struggle

4. How is it being controlled? What has been introduced as a way of combatting or controlling children’s exposure?

5. What else can we do? The idea of ‘don’t like don’t look’ and whether this actually works? Why are children such easy targets? Brain development and the understanding of adverts. Is it the parents responsibility? When will industry accept any responsibility? When will control be good enough? Where’s the line - advertising to children to show them all options, allowing them to form their own opinions, but not being completely transparent about nutritional values of foods etc. 

WHAT

WHY

WHERE

HOW

WHEN

Part 1: Whats the problem

Kids are being targeted specifically by the food industry 

Fast food and junk food advertising is ridiculously appealing to children 

EXAMPLE of advertising and really quick analysis to explain why it is appealing

Maybe some psychological points about why kids are attracted to bright colours 

Parents are being undermined by the industry?

Part 2: Why is it a problem

This leads to poor understanding of what to eat or what not to

Forms brand loyalty from an early age

Increases the likelihood of pestering parents - pester power

Ultimately leads to poor diets in kids which have health implications in later life 

Examples of health issues: Diabetes, kids having gastric bands / weight loss surgery, tooth decay, fatty liver, high blood pressure and heart problems

Part 3: Where do the ads exist?

TV, internet, billboards, posters, in USA on school report cards! In schools in the UK??

'Kids spending so much time watching TV' stats, now spending more time on the internet than ever

Advergames

EXAMPLE of an advergame and an explanation of how it works

Kids cognitive development and lack of understanding of what an advert is

Example: How many mcdonalds restaurants in the UK and how much it spends on advertising?

Part 4: How is it being controlled?

Government laws and regulations for television adverts

But children still see them - how? Family tv programmes and ads

Regulations put in place for labelling of foods

But not necessarily clear enough to help children understand - all based on a female adult GDA as well

Advergames and what regulations there? Have to state that they are an advert, but many children still don’t actually understand this.

Many websites have restricted their ‘kids zones’ or whatever in recent years to comply with regulations

Part 5: What else could be done?

Removing characters and mascots from adverts and packaging? 

EXAMPLE of character on packaging (Psych?- The way that children form relationships or maybe the fact that playing with toys reinforces the idea of fun and play with characters)

Less advertising time for the junk food and more advertising for healthy food like fresh fruit and vegetables

Veggies not really advertised towards children - The unfair and unbalanced amount of money 

EDUCATION in schools and passing on knowledge between families

Part 6: Conclusion

Heading in the right direction?
Are we just becoming more accepting of the problem? 

Most of the health issues are completely preventable and that’s the sad thing

The generation is being brought up into an insanely busy media driven, competitive digital age where they are constantly bombarded with information which is not always in their best interest