本文是一篇英国social marketing专业的硕士课程论文代写作业：Food labelling-a clear healthier message，描述了英国已经是欧洲肥胖人口最多的国家之一。肥胖带来了许多社会问题。同时，一些不规范的食品标签、错误的食品标签、一些内容缺失和误导的食品标签以及与食品标签相关的问题对解决英国的肥胖问题非常不利。
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1.0 Introduction引言
英国已经是欧洲肥胖人口最多的国家之一。肥胖带来了许多社会问题，如人们身体健康下降、预期寿命缩短以及大量政府财政资源的消耗（Bosley，2014年）。英国政府正试图以多种方式解决肥胖问题，其中利用社交媒体帮助消费者更好地了解食品标签上提供的营养信息是一种有效的方法。本文首先介绍了英国食品现状、英国消费者肥胖现状以及英国食品标签存在的问题。然后从消费者行为理论、市场细分、信息传递、消费者教育等方面探讨如何利用社会媒体帮助消费者了解食品标签上提供的营养信息。
Britain is already one of the countries with the most obese people in Europe.Obesity has brought many social problems,such as a decline in people's physical health,shortened life expectancy,and consumption of a large amount of government financial resources(Boseley,2014).The UK government is trying to tackle obesity in a variety of ways,of which using social media to help consumers to better understand the nutritional information provided on food labels is an effective way.This essay first of all introduces the current situation of food in U.K.,the current obesity status of British consumer,as well as the existing problems in British food labeling.Then the author is from the perspectives of consumer behavior theory,market segmentation,information transmission,consumer education to discuss how to use social media to help consumers to understand the nutritional information provided on food labels.
2.0 Body主体
2.1 British food英国食品
英国是欧洲肥胖人口最多的国家之一，这与英国食物有关，英国人最喜欢的食物是鱼和薯条，两者都是油炸的，英国早餐包括派、土豆泥、零食、比萨饼等。英国人最喜欢的食物含有高热量。此外，英国的食物摄入量也更大（Young、Russell、Robinson和Barkemeyer，2016年）。因此，为了解决英国的肥胖问题，食品标签上的食品卡路里信息和营养信息对于帮助消费者改变饮食行为，减少英国肥胖社会具有重要意义。
Britain is one of the countries with the largest number of fat people in Europe,which is related to British food,British favorite food are fish and fries,both are fried,English breakfast includes pie,mashed potatoes,snacks,pizza,etc.British favorite food contains high calorie.Moreover,British food intake is also larger(Young,Russell,Robinson and Barkemeyer,2016).Therefore,to solve the problem of obesity in Britain,food labels on food calorie information and nutritional information is important to help consumers to change dietary behavior to reduce the British society for obesity.
2.2 The state of health of British people
British national obesity rate ranks second in Europe,it is second only to Hungary.67%of women and 57%of men are obese in U.K.,and if the government is unable to take effective measures,these figures are expected to increase by 40%each by 2025(Boseley,2014).Obesity-related diseases have encroached on scarce NHS resources and cost£6 billion a year.Most of the problems come from eating too much,forcing the government to pressure the food and beverage manufacturers to help people to eat less and eat healthily(Cameron,2011).
2.3 Current problems existing in food labeling
When consumers buy food in a supermarket,they often encounter such a contradiction,on the one hand,they want to choose a healthier food,on the other hand,they do not have enough time to stop to make a choice,then they can only make a hasty choice.To this end,consumers need a new label to help consumers to make a better and faster choice.In addition,food labeling sometimes misleads consumers,such as"anti-oxidation","whole wheat","high fiber",these specifically amplified,promotional slogan on food packaging probably makes consumers feel that they have bought healthy food.The British Daily Telegraph has warned that these seemingly healthy food labeling may fool consumers,this is often a marketing tactic of manufacturers’,these phrases are impressive and easily misleading for consumers,so that they will ignore those unhealthy ingredients(Cameron,2011).For example,a cherry flavored beverage named 7-up is popular with consumers because it is labeled"anti-oxidant"on the packaging,but there is no evidence that the addition of antioxidants will reduce the risk of hyperglycemia and obesity problems caused by the carbonated beverage.Such words will allow consumers to see only some of the health benefits of the beverage,and forget the most threatening element:a large number of sugar(Campbel,2012).
