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Social Issues in Food Advertising:

As mentioned previously in another context, obesity is national concern and the

fast food industry has been widely implicated as one of the main factors contributing to

the national obesity epidemic (Gibbs 2007). To the extent that association is accurate, it

raises legitimate social issues because obesity is known to be a major cause of a variety

of medical conditions and serious ailments including diabetes, heart disease, asthma, and

arthritis, just to name a few. Therefore, social consciousness demands that the fast food

industry consider the long-term effects of its products on society


Challenges to the Healthy Fast Food Industry:

The primary challenge to the healthy fast food industry is simply distinguishing

itself from traditional fast food. On one hand, the viability and success of healthy fast

food ventures depends on its ability to mirror the associations triggered by the draw of

traditional fast food, which means it must be convenient, fast, and extremely recognizable

from the consumers perspective. On the other hand, the entire healthy fast food industry

must also communicate throughout its marketing strategy and advertising campaigns that

it is a healthier alternative to traditional fast food

Studies (Howard 2005) have indicated

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