Law should banned adverting which has high calorie foods for children Research Paper

Law should banned adverting which has high calorie foods for children that affect them negative on their health and behavior - Research Paper Example This reduction in physical activity together with consumption of a high calorie diet has resulted in obesity among children. Obesity has, therefore, become a major public health issue. In his book chapter, Killgore (2010) has examined the human brain to study its functioning behind human desires of hunger. The study found out that human perception played a vital role in stimulating moods that trigger hunger and craving for high calorie food. Various sections of the brain are involved with different sensations, for example, perception of high calorie food consumption was found to be related with medial orbitofrontal and posterior insular cortex (Killgore, 2010). Advertising is one social and cultural discourse which has the ability to manipulate human perceptions. In fact, advertising often uses deceptive messaging in order to appeal to its target audiences which mainly include consumers (Shimp and Andrews, 2013). Advertising of high calorie, unhealthy foods is an example where consum er perceptions of such eatables are manipulated by masking the potentially harmful side of the product to generate sales. Since childhood obesity is a growing problem among children, laws should ban advertising of high calorie foods. The psychology of perception lends itself to deceptive advertising and marketing (Kimmel, 2013). Arguments regarding marketing have often proposed that it involves psychological manipulation of the human perception that alters the image of a product. This is also true for the advertising of unhealthy, high calorie foods that are often shown in a way that spurs a desire for hunger and initiates a craving for the food. Such attempts are aimed at deceiving the target consumers into overlooking the unhealthy side of products, such as deep fried food items, crisps, chocolates, sweets, nuts and other junk foods. Instead, consumers are lured by showing graphically stimulating images of ingredients and food