Effects Of Digital Food Advertising and Its Influence on Children's Dietary Choices in Lahore, Pakistan

Abstract

The media plays a very crucial role in shaping minds and altering the behavioral effects on individuals. Advertising is the most persuasive medium in influencing people of any age. Digital media is now performing the role of strategized marketing techniques with innovative advertising content. It is most commonly used among children to watch different entertaining contentincluding advertisements of their interests. Digitalized food commercials are targeting children who have the strength to develop behavioral changes and health issues. Children prefer unhealthy food, which may cause many diseases. The researcher had studied the effects of digital food advertising and its influence on children's dietary choices in Lahore, Pakistan. Researcher finds out marketing strategy of commercials and their effects on children, and has examined the influence of digitalized food advertisement on children’s health. This research tends to study parents’ role and their interest in their child’s food preferences. Here, the researcher had applied two theories, cultivation and social learning theory. Methodology used by the researcher in this article is quantitative and involved conducting a survey method in which a questionnaire is used as a tool, and had applied convenient sampling technique was applied. The results show that the children’s eating behavior is affected. So, it’s having a greater impact on children’s behavior, and after watching, children’s eating patterns and their behavior are altered. Food commercials are making children stubborn and engaging them to buy certain products, which can, in turn, alter their behavior after watching food advertisements.