Kraft's advertising framing represents the reality of many American households, both in how children respond to vegetables and how Kraft has offered itself as a solution.
Spoon University writes that the reason children hate vegetables can be explained in biological terms. Children naturally turn away from vegetables because they taste a more potent bitterness than adults, which they associate with the dangers of poison. They also naturally turn towards dishes like mac and cheese because they require a lot of energy from calories and the cheesy goodness offers a plenitude while vegetables don't. By adulthood, we have, ideally, realized that vegetables won't kill us. But by repeated exposure, and making the vegetable dishes more familiar, parents don't have to wait two decades before offering their child vegetables.
However, as a CBS report about the number of vegetables that American kids eat shows, parents cave in to the "win win" offered by Kraft too regularly. In a response to a survey, researchers discovered that 25 percent of 6 to 11-month-old infants and 20 percent of 1-year-olds have no regular exposure to vegetables. In the findings, there was a large wealth disparity, as fresh vegetables were easier to access in higher-income areas than lower-income areas. That said, the added reinforcement from Kraft, even though they will end the ad this year, only exacerbates the issue for parents.
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March 27, 2021 at 02:17AM
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The Reason Some Consider Kraft's Anti-Vegetable Commercials Problematic - Mashed
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