The Effects of Food Adverting Directed Toward Children and Adolescences on Food choice and Purchasing Request

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Hemin A. Neima
Suren A. Abdullah
Debar A. Rashid
Sana D. Ali
Berivan Q. Hamafaraj

Abstract

The contemporary increase in commercial advertisements growth has either directly or indirectly targeted children and adolescences. This is to change and influence their behaviour toward commercial products and restrain them from their early ages. This study was conducted to examine and determine the effects of Television commercial advertisements directed at children and adolescents on their food choice and purchasing requests, and determining the parents' opinion on the influences of the Ads on their children. This study was implemented through filling-in questionnaires face-to-face with children and their parents in Sulaymaniyah city, Kurdistan Region of Iraq. The results showed that most of the respondent children spend their spare time on-screen viewing, which makes them easily targeted to the contemporary advertising model. Most of the children (82.7%) were watching TV ads. This has significantly influenced children's behavior toward commercialized products, mainly by food and drink advertising (42.10%). Most of the children agreed that they would feel unhappy, sad and disappointed when their demands are refused by the parents, even though they understand the reason for their Parent's denial. Additionally, the results showed that the parents are concerned about the negative impacts of ads on their children's health and habits; hence they mostly agreed that there should be strict government laws and regulations to control ads in Kurdistan region and Iraq.

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How to Cite
Neima, H. A., Abdullah, S. A., Rashid, D. A., Ali, S. D. and Hamafaraj, B. Q. (2021) “The Effects of Food Adverting Directed Toward Children and Adolescences on Food choice and Purchasing Request”, Koya University Journal of Humanities and Social Sciences, 4(1), pp. 7-14. doi: 10.14500/kujhss.v4n1y2021.pp7-14.
Section
Articles
Author Biographies

Hemin A. Neima, Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq

Hemin Abubakir Neima is an assistant lecturer at the Department of Agribusiness and rural Development (ARD), College of Agricultural Engineering Sciences, University of Sulaimani. He holds a BSc in Horticulture from Sulaimani University (2006), and an MSc in Sustainable Agriculture and Food Security from the University of East Anglia (UEA), UK (2013). His research interests include: Agribusiness, Sustainable Agriculture, Food Security, and Rural development.

Suren A. Abdullah, epartment of Sociology, College of Humanities, University of Sulaimani, Kurdistan Region, Iraq

Suren Abdullah is a lecturer at the Department of Sociology, University of Sulaimani. I was Hold a BA in Sociology from University of Sulimani (2010), and an MA in Contemporary sociology from the University of Leicester, UK(2013). He is currently a Phd candidate to study Sociology at University of Sulaimani. His research interests include: Contemporary Theory, Social Change, Migration and Global Warming, and Sociology of Gender.

Debar A. Rashid, Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq

Debar Ali Rashid is an assistant lecturer at the Department of Agribusiness and Rural development, College of Agricultural Engineering Sciences, University of Sulaimani. She holds a BSc. in Animal Sciences from University of Sulaimani (2008), and MSc in Agricultural Extension Management from Sulaimani University (2016). Her research interests include: agricultural Extension, Agribusiness and Rural Development.

Sana D. Ali, FL. Asst. RSR. at Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq

Sana Dler Ali is a freelance assistant researcher. She holds a BSc in Agribusiness and Rural Development
from University of Sulaimani (2019). Her research interests include: Agribusiness and Agricultural
marketing.

 

Berivan Q. Hamafaraj, FL. Asst. RSR. at Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq

Berivan Qadir Hama-Faraj is a freelance assistant researcher. She holds a BSc in Agribusiness and Rural Development from University of Sulaimani (2019). Her research interests include:  Agribusiness and Agricultural marketing.

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