Anna Lena Hallmann

Food advertising to children: A critical evaluation of public, governmental and corporate responsibilities in Germany Anna Lena Hallmann

Bachelor Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,1, Berlin School of Economics and Law, language: English, abstract: With increasing levels of child obesity, the food industry and its advertising techniques are ever more in the centre of public and academic discussion. While such discussion is complicated by the subjectivity of ethical understanding, the existing body of research also lacks evidence for the actual effects of child-directed advertising. In order to advance a solution in the persisting conflict, this paper critically examines public, governmental and corporate responsibilities. A reflection of theoretical and empirical research is therefore complemented by the collection of primary data - drawn from qualitative interviews with children and their parents. As means of implications for practice, the author drafts an organisational concept for the responsible use and creation of children's food advertising.