Advertising in the UK fastfood industry Dissertation

Advertising in the UK fastfood industry - Dissertation Example sh this aim, the study targets the following objectives: 3.1 To determine the status of fast food advertising in the UK, for the period 2003 to present (to include findings from the Hastings review and the study by the Food Standards Agency.) 3.2 To understand the cultural issues and considerations that surround fast food advertising 3.3 To draw insight as to how an understanding of cultural attributes may make the advertising of fast foods more effective and mutually beneficial for both consumers and business. 4. Statement of the research problem and sub-problems What are the cultural considerations that advertisers should take into account in promoting the fast food business in the UK? 4.1 What is the current status of fast food advertising in the UK? 4.2 With the ban imposed on advertising for children, what strategic shift in marketing should fast foods consider in targeting the adult market? 4.3 Based on the revised marketing strategy, what are the social norms, beliefs and atti tudes of adults that advertising must consider in pursuit of the new strategy? 5. Significance of the research topic The research topic is a timely and relevant issue in the United Kingdom, where in January 2007 a total ban was implemented by the Office of Communications (OFCOM) on the advertising of junk food and fast food to children. The new legislation was the result of the unrelenting campaign of parents and pressure groups, with the support of the British Medical Association, who were concerned about the worsening obesity problem besetting not only the UK but almost all developed nations. The ban covers all advertising of foods deemed to have particular appeal for children and youth under the age of sixteen. The advertising ban also comes at the end of an exhaustive three year... The research topic is a timely and relevant issue in the United Kingdom, where in January 2007 a total ban was implemented by the Office of Communications (OFCOM) on the advertising of junk food and fast food to children.   The new legislation was the result of the unrelenting campaign of parents and pressure groups, with the support of the British Medical Association, who were concerned about the worsening obesity problem besetting not only the UK but almost all developed nations.   The ban covers all advertising of foods deemed to have particular appeal for children and youth under the age of sixteen.     The advertising ban also comes at the end of an exhaustive three year research on the effects of junk food and fast food advertising on the eating habits of children, mandated by the UK government for OFCOM to undertake.   Lobbyists from either side participated, including representatives from food manufacturers who worried about revenue deterioration.   At this point, health campaigners are pushing for a furtherance of the ban to include all advertising of junk and fast foods before the watershed of 9pm.   The move had made advertisers more creative, foregoing television advertising and resorting to social networking sites and mobile phones. (Fast Food Nation, 2011).Cultural aspects of advertising.   There is current debate about the relationship between advertising and the culture in which the advertising campaign is being launched.   Many are apparently of the opinion that advertising influences those segments.