"Food Advertising in Black and Hispanic Targeted Media"

For my poster presentation I chose the theme:
"Food Advertisement in Black and Hispanic Targeted Media." 

The reason why I chose this topic is because there is a high exposure of food-related advertisements based on specific race, ethnicity and income characteristics.

For this presentation I will be focusing on children/teens and minority population such as African American and Hispanics. According to Maggie Foxx, studies have shown that African-American and Hispanic children see 70 percent more (junk) food-related TV advertisements than white children do. (Foxx 1).

 Foxx also states that "Black and Hispanic kids are disproportionately targeted by ads for sugary sodas, snacks and calorie-laden and restaurant foods."

"BLACK CHILDREN AND TEENS SAW AT LEAST TWICE AS MANY ADS FOR GUM/MINTS, SODA, AND OTHER SUGARY DRINKS COMPARED WITH WHITE CHILDREN AND TEENS."

I will hope to discover more information of why African American children and Hispanic children are targeted with junk food ads more than white children.  I would also like to find possible solution of what we can do to prevent this from continuing to be reproduce.

For my theme, I would focus on five specific concepts that we've studied in class. 

My five concepts are:

1. Dominant Preferred & Hegemonic Position
2. Consumption
3. Negotiated code
4. Oppositional code
5. Subjectivity/agency

I will also used quotes directed from Stuart Hall, Julia T. Woods, as well as online articles and videos to support my story.

Concepts:

• Dominant preferred:

Stereotypes in African American & Hispanic food culture. For instance, brands such as Takis, Hot Cheetos, Sabritas, khool aid,  cereals, candies and more are associated with African Americans and Hispanics.

We stereotype Hispanic to be fans of soccer and African American of being fans of  basketball or football. Food advertisements use cultural stereotypes to promote their product by using sports, cartoons, movies, etc.  For instance, Hispanic advertisements use Latino/a athletes, actresses, to promote an specific product that is stereotyped to be consumed by Hispanics. 

Same thing goes with African American kids, we stereotype that all African American children like basketball therefore, we use basketball commercials to advertise a food product that relates to them. Celebrities and athletes  become endorsements for these product.

Maggie Foxx quotes "They say their report confirms what public health experts have suspected for years — that advertisers of junk foods find a lucrative audience among minorities." (NBC News).

• Dominant Hegemonic Position: 

Hegemonic code is the audience interpretation, in this case the audience are the children (parents) who watch food ads and fully accept their product without questioning them. Junk Food advertisers target an specific ethnic group such as minorities, Blacks and Hispanics.(Junk) food ads also cause more damage than perceived therefore the audience are acting in a passive way.

Kids/teens as well as parents, accept the stereotypical advertisements presented to them and view them as normal without questioning it.

• Consumption:

For this concept I'm going to use Stuart Hall concept of:  production/circulation/consumption/reproduction.
 In order to consume a product, there has to be a production. Production are the products being advertised on television through ads, billboards, internet, etc. In order for a product to become a real product, we need to consume that product or "consumption". Food advertising companies follow the the cycle of production-circulation-distribution-consumption and reproduction. This cycle continues to reproduce junk food advertisements on Television targeting children which 70% of these children are African American and Hispanics.

In Consumption, audiences are defined by what they consume based on ethnicity and social status.

"Advertisers support media, and they exert a powerful influence on what is presented." Julia T. Woods

Shiriki Kumanyika Chair of the African American Collaborative Obesity Research Network quotes:
  "This is a clear case of tactics that must be profitable from the business perspective but at the cost of fostering an environment that promotes poor health in black and Hispanic youth in particular." Food advertisement companies are targeting specific minorities groups (Blacks and Hispanics) by using cartoons, internet games, music artist, movies (Junk food product placement)and video games. 

David Ogilvy (was an advertising executive) quoted: "If it doesn't sell, it isn't creative enough." Therefore, food advertisement companies have to target an specific group of children/teens using their favorite artist, movies, cartoons, sport, athletes and celebrities.

"Advertisers want to sponsor shows that create or expand for their products." 
Julia T. woods

•  Negotiating position: Middle ground.

According to Fox News Associated Press, Disney says its programming will no longer be sponsored by junk food. The Walt Disney Co. said Tuesday that it will become the first major media company to ban such ads for its TV channels, radio stations and websites intended for children and specific culture. 

First Lady Michelle Obama called the announcement a "game changer" in a statement. "With this new initiative, Disney is doing what no major media company has ever done before in the U.S. - and what I hope every company will do going forward," Obama said.

We are also seen more advertisements that showcase healthier options (usually targeted to white kids since most of the ads show white children. 

However, Disney continues to advertise Junk food ads by using their logo on supermarkets, TV ads, celebrity/athlete endorsement, and advertise in Disney Land parks using the same stereotypical  

We are also starting to see more supermarkets adding healthier food options labeled as : organic, natural, sugar free, free from food coloring, gluten etc. The problem is that most of the food is overpriced and the majority of health food markets are located in middle and higher class communities. We are also starting to see Hispanic and African American shop at farmers markets, health food stores, buying healthier food options but the percentage compared to white families is very low.

• Oppositional position

For Oppositional code I will use a video and article "No Buying it." This video shows the awareness that some of the families have regards food advertisements and not fully accepting the dominant code. The majority of these families unfortunately are predominantly white. Whom shop at farmers markets, health food stores such as Whole food Markets, Sprouts, Trader Joes, etc..

• Agency

Agency is the ability to make our own choices -free will, in this case, the agency will be the ability for African American and Hispanic kids/teens and parents to make their own decision to choose food products without being advertised to them.

In order for this to happen, kids and parents need to be educated about junk food advertisements and become aware that big food corporations (junk food) is profit driven. Usually these food corporations don't care about the consumers, all they care is to make money and do what they can to attract Black and Hispanic children and families.

ROY DANISH: 

"Our first job as individuals concerned with better programming is to be selective for ourselves and our families. " 

"I would urge you as individuals-and your organizations as groups-to support the development and growth of educational television at the local level."

"Education Television programs can provide for viewers of sufficient energy and interest detailed information and knowledge." 

There should also be an increase of healthier options in low income communities such as supermarkets with healthier choices minorities can make better decisions.

Affordable prices (natural/organic food) can be expensive however having supermarkets such as grocery outlets, more community gardens and farmers market  in low income communities -which are found in middle and higher communities can provide more options for colored families.

Work Cited

Hall, Stuart. "Encoding/Decoding." S. During (ed.), The Cultural Studies Reader. London and NY: Routledge. Web. (1993).

Wood T., Julia. "Gendered Media: The Influence of Media on Views of Gender."Wadswoth Publishing. Thompson Learning. Web. (1994).

Foxx, Maggie. "Black, Hispanic Kids Targeted by Ads for Soda and High-Calorie Foods." NBC News. Web.11 Aug. 2015.