February 5, 2011 by staff
Superbowl Snacks, (Health.com) – More than 100 million people are expected to listen to the Super Bowl XLV this weekend, but only some of them are football fans. Thank you to pregame hype and production values of Hollywood quality, Super Bowl has become the main attraction for many viewers.
But these ads blockbuster bad for our waistlines? Food and beverages are expected to represent approximately one third of the ads to be broadcast during Sunday’s game, according to Advertising Age. (Car companies take another third or so, with the remainder split between sites, movie studios and retail chains.) Viewers and partygoers – including millions of children – can expect to see ads from Doritos, Coca-Cola, Pepsi, Snickers, and Budweiser.
Health.com: 25 health food snacks you should never eat
In other words, a high proportion of small ads are pitching soda, snacks and other junk foods loaded with calories, sugar, sodium and fat.
“Studies show [that] if you see an advertisement for a product and try it for the first time, you like it more if you have not seen the ad,” said Jennifer Harris, Ph.D., director of marketing initiatives at Yale University Rudd Center for Food Policy & Obesity, New Haven. “It is really shaping our preferences, and the trigger us to eat more.”
Yes, advertising works
Humor, suspense, and sxy people digging into bags of Doritos supersize have become a staple of Super Bowl ads. It’s the oldest trick in the book: Make a product or brand attractive and appealing in the surrounding stuff with attractive and appealing.
It is tempting to believe that this strategy will not work on you. In the real world, almost everyone agrees that people who consume lots of soda, junk food and beer are often overweight and unhealthy – not exactly what is shown on the screen. And yet we give in to the ruse.
Health.com: 11 Healthy Super Bowl Snacks
“We know the effects of excessive snacks are very harmful to health. If you drink lots of beer, you’re not going to get all the pretty women,” said Frederick J. Zimmerman, Ph.D., economist and Professor of Health Services at UCLA School of Public Health. “This may seem obvious, but these images affect us at a subconscious level.”
Zimmerman believes that the real culprit behind the obesity epidemic is not high fructose corn syrup, sodium or saturated fat, per se, but rather the pervasive marketing that makes food ingredients containing the call Americans.
In his research on the health effects of television on children (and more recently adults), Zimmerman found that the number of ads people see is more closely related to risk of overweight or obese than the total time that they spend watching television.
Health.com: How junk food marketed to children
And unconscious impact of Super Bowl ads could even be higher than that of advertising every day, because the ads are part of the show, “said Harris. “If you see an advertisement trying to give you information, you know exactly what he does,” she said. “But if you are simply entertaining, you are not looking at it in that way, which is probably making it more efficient. ”
The power of advertising has largely had a negative effect on our health, but in theory that it might be exploited for good, “said Jonathan H. Whiteson, MD, who has seen the fallout from the obesity epidemic firsthand as director of cardiac and pulmonary rehabilitation in Central New York University Langone Medical.
“We are led to the trough – or really the burger and beer,” said Whiteson. “If companies fruit and tap water were advertising companies, we go in that direction instead.”
Can you make advertisements hungry?
Research suggests that television commercials may prompt you to eat. Advertising triggers an “automatic response eating” can make you eat more “big food that is in front of you,” said Harris.
Health.com: How to reduce cravings http://www.health.com/health/gallery/0 benefits, 20394811.00 html.
This effect has been demonstrated in an experiment that Harris and his colleagues at the Rudd made in 2009. The researchers randomly assigned 98 young adults into three groups and each group showed an episode of Whose Line Is It Anyway? Participants were informed that the study focused on the impact of television on mood.
Groups watched the episodes were identical – except for the commercials. One version contained ads for junk food (like sweets, sodas and fast food) that emphasized “fun and excitement”, another version had ads for nutritious foods (like oatmeal and OJ), and a third version does contain no advertising of foods in all. (The three versions have non-food commercials as well.)
After seeing the show, the study participants were moved to another room where they were told they could eat all they wanted from an array of snacks, ranging from health (vegetables and dip) not so healthy (cookies). Participants who viewed advertisements unhealthy snack eaten the most food – although they said they did not feel hungry.
Volunteers in experiments like these generally do not think that advertising can influence their behavior in this way, “said Harris. “Most people believe they have more control over what they actually do,” she said. “Once people know they are influenced, then they are better able to control behavior. “
Please feel free to send if you have any questions regarding this post , you can contact on
Disclaimer: The views expressed on this site are that of the authors and not necessarily that of U.S.S.POST.