A is for Apple, J is for Jacks
It's been years since I saw an add for Apple Jacks, but that lyric still sticks in my head. Based on a story today, though, such jingles may have a limited shelf life. Kellogg has voluntarily agreed to stop marketing unhealthy products to kids. I can't imagine exactly how they're going to do this--most of the market for cereals like Frosted Flakes is the younger set. It IS worth noting, though, that Frosted Flakes itself fits Kellogg's nutrition criteria, weighing it at a scant 11 grams of sugar (the limit is 12). In fact, just glancing over the guidelines, it appears the bar isn't set THAT high for these cereals. Still, any improvement in the shameless marketing of sugar to toddlers is a good one. It's nerve-wracking walking down the cereal aisle with Micah, since just about any cereal he wants isn't good for him.
One larger facet of this story seems significant: Kellogg made this change due to a legal challenge from (among other litigants) the Center for Science in the Public Interest. Much was made a few years ago about consumers attempts to sue McDonalds for their obesity related problems. This seems in the same family, though perhaps the influence of advertising on young minds makes it slightly more egregious. Still, one could surely object that no one forces parents to buy these foods for their kids. It's an interesting chapter in the interplay between food consumers and producers going on right now, one that also features the rise of mass produced organic foods.
Comments
Two thoughts... I probably know that commercial jingle, and hundreds like it that I watched when I was young, better than lots of other things much more important to me.
Also, not marketing bad stuff to kids makes sense, but it has an odd implication of the acceptability of doing it for adults. "Yeah, I know the product hurts people, but I'm only hurting 13 year olds and up."
Posted by: brad wright | June 14, 2007 02:00 PM
Brad,
The psychology of jingles like that one is really interesting. I'm amazed in general about how many song lyrics I've got stored in my head, while other details can be elusive.
I think the difference with kids is their susceptibility to such ads. Preschoolers can't even tell the difference between an ad and program.
I agree, though, that there can be a double-standard. Another variation of that are parents who spend a lot of time on their kids eating habits and then drink lots of pop and hamburgers on their own time.
Posted by: Self | June 14, 2007 02:31 PM