Velma LaPoint, PhD*

A growing body of research has focused on the causes and correlates of obesity and related health risks and problems among children nationally and globally.  Multiple factors and conditions have been studied to determine their contribution to childhood obesity and associated health problems--genetic factors, physical activity, family factors, and diet including the role of fast food.  Research also suggests that low-income and minority group children have higher rates of obesity and health related problems than  their white counterparts.  This presentation focuses on African American perspectives on marketing fast food to children and adolescents where we conducted a focus group relating to the marketing of fast food to children and adolescents. The focus group provides data for a pilot study, Psychosocial Aspects of Obesity among African American Children and Adolescents.  This research is important because African American youth experience many health challenges including obesity from childhood that continue through adulthood.  Most important, the research has implications for policy and program development, including advocacy, that can promote the health status of children, families, and communities.  This includes culturally responsive strategies, for varying populations, which may prevent and reduce obesity and associated health risks and problems.  Literature on our topic is drawn from research and reports from several areas:  childhood obesity, health disparities among child groups, commercialism influences on children’s development and marketing to children, and consumerism among African Americans. 

This presentation is based on preliminary findings from a focus group with 12 upper-level undergraduate students (four males, eight females), in the course, “Research in Human Development,” at Howard University.  This semester’s course topic is ”Marketing Fast Food to African American Children and Adolescents.” Students had been enrolled at the University for two or three years, were between ages 20-22, and grew up in large to medium cities and there suburbs (e.g., Detroit, Chicago, Atlanta, Washington, DC, Los Angeles).  The value in working with undergraduates for this pilot study is that they are most likely to be “tuned” into the marketing of fast food because they are exposed to this marketing as frequent media consumers now and in the past as children and adolescents.  They are also likely to be past or current regular consumers of fast food.  In the course students will participate in data collection strategies to obtain information on marketing fast food to children such as focus groups, observations and recordings of marketing strategies in print and broadcast media, and observations and recording of children and adolescents at fast food restaurants in the Washington, DC metropolitan area.

Focus group questions included on four topical areas: a) Decision-making and Practices

Relating to Purchasing or Serving Fast Food to Children; b) Knowledge about Fast Food and Children’s Health; c) Knowledge of Fast Food Advertising Messages; and d) Strategies to Promote Children’s Health.  A few responses are reported for this presentation.    

African American Perspectives on Marketing
Fast Food to Children and Adolescents Page 2

Participants reported ways that children and adolescents are targeted for fast food advertising-- where child interests and activities are used to attract children to fast food restaurants and the fast food.  These include: a) in- and out-door playgrounds and playpens; b) toys and other promotional gifts; c) bright colored restaurant surroundings and lights, d) live clowns and animated characters; e) oversized and brightly lit corporate logos; and f) happy children actively interacting and playing with peers.  Students also reported that specific marketing strategies are used to target African American youth, families, and communities for fast food.  These include the use of:  a) Black celebrities (e.g., entertainers, rap singers, athletes); b) Black models with fashionable dress; c) Black models with specific cultural expressions such as language and mannerisms; d) popular music (e.g., hip hop, reggae; urban soul); e) proliferation and saturation of fast food restaurants in communities, especially low-income Black neighborhoods; f) media programs targeted to appeal to African American children and adults on television, radio, and the Internet; g) routine and special reduced prices.  At the end of the focus group, students suggested ways to promote children’s health given the fast food culture of consumption.  Suggestions included:  a) parents eliminating or reducing children’s use of fast food; b) parents preparing all or the majority of children’s meals (non-fast food); c) dissemination of nutrition and health information, by professionals to children, adolescents, parents, educators, and others; d) parents, teachers, and other adults being good role models for children (e.g., exercise, healthy diet); e) schools serving healthy foods and beverages; f) policies that regulate the truth about fast food content; and g) policies that regulate the number of fast food restaurants in communities.  Although there was variations in focus group responses, many reports were consistent with literature on marketing various products to children and adolescents generally and specifically to  African American youth, families, and communities.    

*Velma LaPoint PhD, Associate Professor, Department of Human Development and Psychoeducational Studies, School of Education, Howard University, vlapoint@howard.edu., (202) 805-8583