Date of Award

1-1-2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. John Caputo

Second Advisor

Dr. Giovanni Caputo

Abstract

This study determines best ways in which to effectively address the childhood obesity problem through marketing to children. Childhood obesity is now a worldwide issue that is not improving. Additionally, studies increasingly show that heavy marketing of unhealthy food and beverage products to children is partly to blame. Utilizing a theoretical framework based on Walter Fischer’s narrative paradigm, this study focused specifically on the incorporation of narrative into health communication geared towards children. Through one-on-one interviews with parents and teachers of children in kindergarten through eighth grade this study provides insight into children as a target audience and sheds light on ways to effectively create narratives that can be incorporated into health promotion campaigns geared towards children. This study’s findings focused on four main areas: a) what children are interested in, b) who and what influence and motivate children, c) what forms of narrative children respond to best, and d) children’s views on healthy lifestyles. These results provide vital information for marketing communication professionals for use in the future development of strategic communications aimed at combating childhood obesity and promoting healthy lifestyles to children.

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