1 - 1. Introduction 1.1 Overview 1.2 Justification for this...

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1. Introduction 1.1 Overview 1.2 Justification for this research 1.2.1 Gaps in the academic literature 1.2.2 Fast food advertising to children 1.3 Significance of the methodology 1.4 Outline of the dissertation Overview Obesity is a growing concern worldwide, particularly in developed nations. Obesity has now become an epidemic which is spreading across the effecting people of every age. The prevalence of obesity among children is increasing at an alarming rate. Surveys conducted on school-aged children and adolescents have shown the increasing rate of obesity from past years The causes of obesity are considered to be changes in social lifestyles, changes micronutrient- poor foods, micronutrient-poor foods, heavy marketing of fast food outlets, and beverages, intake of energy dense food and less physical exercise. Obesity not only itself is a disease but it leads to several other chronic diseases, like asthma in childhood, gastro, other illnesses, and obesity in childhood may lead to severe diseases like diabetes type 2, cardiovascular diseases, cancer and few other diseases in adulthood (Schwarz et al., 2011). Researches have concluded that major media of reaching children through advertisement is Television. A study conducted by Harris, Bargh and Brownell (2009) concluded the effect of television advertisement on children and its frequency during children viewing hours. It was
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drawn that children are persuaded by the television advertisement and tend to buy that what they watch on television. And few studies also concluded that non-core food advertisements were higher in number during children viewing hours which influence children. The World Health Organization is putting its efforts in controlling this increasing epidemic. It has laid several regulations for the member countries to obey. Many countries like America and New Zealand struggling at their own end and trying to contribute towards this war against obesity but are still unable to achieve the desired objectives like us. They are still unable to lay down effective regulations and implementation of regulations possible in their countries. Childhood Obesity Epidemic: The frequency of childhood obesity has been increasing globally. According to the facts given by the WHO, in 2010, there were nearly 43 million children who are obese and under 5 years of age. Obesity has increased more than two fold since 1980. Out of the total population of the world, 65% live in the countries where people are dying due to obesity and overweight 1 . According to the International Obesity Task Force, 10% of school going children around the globe are found to be obese or overweight (Lobstein et al., 2004). WHO defines the obesity and overweight as: “ abnormal or excessive fat accumulation that may impair health ” (p.25). The index to measure the obesity is BMI (Body Mass index) which defines the weight a child should have matching its height and age (Ogden et al., 2002). Individuals having BMI in the range of 18.5-25 are considered having normal weight, those with
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1 - 1. Introduction 1.1 Overview 1.2 Justification for this...

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