RESEARCH PROPOSAL

Research Proposal on Advertisement

Research proposal on Advertisement

Advertising may be considered a form of persuasive communication that promotes market goods and services. Advertising companies engage in informing, persuading, and prompting consumer awareness of the value propositions of particular products and services.

During the last decade consumer groups, parents and teachers' bodies, and public health advocacy organisations have called for greater control on the marketing of foods and beverages to children. A number of authoritative reports have highlighted the need to restrict such marketing to ensure that children are not unduly influenced to consume foods high in fats, sugar and salt. A review of regulations suggested that successful regulation required government leadership with specified timelines and clear, measurable objectives (Young 2008: pp. 407-431).

In 2010 the World Health Assembly passed a Resolution which urged member states to introduce controls on the marketing of foods and beverages to children, and issued a set of Recommendations identifying the approaches that could be taken (Roberto et al. 2010: pp. 88-93). These increasing calls for action have led to a series of policy responses, including government-led voluntary agreements with industry and statutory regulation.

In this proposal, we will be discussing the aims and objectives of the research topic. In addition, we will be explaining the methodology that will be implemented for the purpose of this research. The research will be conducted with an in-depth analysis of the background research. Further, timetable will be selected for complete research and ethical considerations of this research are also defined.

Research Topic

The promotion of some foods and beverages can undermine children's dietary health.

Aims & Objectives

The aim of this study is to identify the advertising techniques used by food industry to target its audience, i.e., children. We will be studying that what factors must be understood the companies to overcome the issue and work in accordance with the guidelines proposed by WHO. We will also be proposing some risk reduction promotions. Risk reduction means promoting only those food and beverage products which conform to national dietary guidelines and international standards supporting the WHO Global Strategy on Diet, Physical Activity and Health (Institute of Medicine 2006: pp. 1-5).

It has been identified that companies choose the rules to impose upon themselves. As a result there are likely to cause significant discrepancies and inconsistencies among children. Here we shall look at such problems encountered within the pledges and promises and activities undertaken by companies; however, they cause a major health problem in children, i.e., obesity.

The following are the clear objectives of this study:

To identify the advertising techniques used by food industry to target its audience.

To understand factors that must be understood by the companies to overcome the issue and work in accordance with the guidelines proposed by WHO.

To propose some risk reduction promotions to companies

To examine the extent to which newspapers, magazines, radio, television and billboards are used in food advertising and determine the primary targets of such advertising /promotion /sponsorship

Methodology

The study employs both qualitative and quantitative research methodologies to adequately address the objectives ...