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Despite some supposed undesirable effects of fast food products to its consumers’ bodies, people are assumed to have a tendency to ignore these warnings as manifested by the continuously growing number of fast food consumers and restaurants such as Jollibee, a well-known fast food chain in the country. Moreover, the presence of advertisements in media propagates this growing inclination of people to consume fast food.

This research’s main objective is to show the relationship of seeing Jollibee food advertisements on television by children aged 6-14, from Quezon City, and its effects on their consumption – behavior, attitudes and preferences – by conducting surveys and interviews. This study used a grounded theory generated from the Social Construction of Reality and the Social Learning Theory by Albert Bandura and the Cultivation Theory of George Gerbner. Results of this study show a positive correlation between the viewing of television food advertisements and the effects on the consumption patterns of majority of the children, such as high tendencies of buying and high frequencies in visits to Jollibee.

The findings could be used to spread awareness on the effects of fast food and advertisements on children and may aid in addressing health issues as well. The researcher recommends future studies to look into other possible factors that may affect the relationship (e.g., gender) and to segment advertisements according to contents or themes to be able to see more possible specific effects.

Lucero, J.F.B. (2011). Effects of Specific Jollibee Television Food Advertisements on the Consumption of Children Aged 6 to 14 from Quezon City, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

Key terms: fast food, Jollibee, consumption, television advertisements, children

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