Dept of CNM NUS
New Member
You are invited to participate in a research study on Singaporean parents’ perception towards childhood obesity and fast food consumption in Singapore. This study is conducted by Dr Lee Seow Ting and her representative, from the Department of Communications and New Media (CNM), Faculty of Arts and Social Sciences (FASS), National University of Singapore (NUS).
As you know, the fast food industry is rising rapidly in Singapore. As at November
2010, there are 336 fast-food outlets with 12,966 employees compared to 289 food caterers and 5,159 employees. (Singstat, 2010)
Fast-food brands have spent much money on their advertising campaign targeting at both adults and children, which caused some concerns among Singaporean parents for the following reasons:
+ Many children have been spending money of their own to buy food when the parents are not at home.
+Children can tell their parents what they want and many are able to get exactly what they request.
+ An increasingly busy lifestyle results in less time for cooking and family meals, which makes people
tend to consume more fast-food.
+ Children are the most open to advertising campaigns because they do not know what is good and what is not-so-good for them.
This research studies how ethical Singaporean parents perceive of advertising campaigns of different fast-food brands and how they link fast food consumption to obesity, thus gives some suggestions on how these brands should communicate and promote their products ethically.Thank you very much for your participation. We hope you have a nice week and happy holidays.
THIS RESEARCH HAS BEEN CLOSED
As you know, the fast food industry is rising rapidly in Singapore. As at November
2010, there are 336 fast-food outlets with 12,966 employees compared to 289 food caterers and 5,159 employees. (Singstat, 2010)
Fast-food brands have spent much money on their advertising campaign targeting at both adults and children, which caused some concerns among Singaporean parents for the following reasons:
+ Many children have been spending money of their own to buy food when the parents are not at home.
+Children can tell their parents what they want and many are able to get exactly what they request.
+ An increasingly busy lifestyle results in less time for cooking and family meals, which makes people
tend to consume more fast-food.
+ Children are the most open to advertising campaigns because they do not know what is good and what is not-so-good for them.
This research studies how ethical Singaporean parents perceive of advertising campaigns of different fast-food brands and how they link fast food consumption to obesity, thus gives some suggestions on how these brands should communicate and promote their products ethically.Thank you very much for your participation. We hope you have a nice week and happy holidays.
THIS RESEARCH HAS BEEN CLOSED
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