THE INFLUENCE OF ADVERTISING ON EATING HABITS: AN ANALYSIS OF MARKETING STRATEGIES FOR CHILDREN'S PRODUCT PACKAGING

Abstract

Advertising of food products aimed at children plays a significant role in the field of marketing aimed at this audience, often using visually attractive approaches, such as vibrant colors and animated characters, in order to attract their attention. The objective of this work was to examine the main tactics used by marketing to attract the attention of children, through the analysis of food product packaging. The information was obtained through a selection of 9 images of food products that are considered common in children's diets in three different cities. All the chosen packaging features brightly colored games, characters from children's cartoons, and some have games that attract the attention of children.