Diego E Castaneda, BS, MPH (C), Behavioral and Community Health, San Diego State University Graduate School of Public Health, 9285 Sky Park Ste. 223, San Diego, CA 92123, 619-594-3147, dcastaneda@projects.sdsu.edu

Introduction: Over the last 10 years, childhood overweight has reached epidemic proportions nationwide. Although many reasons are hypothesized for increases in overweight, investigations have implicated the fast food industry in this phenomenon. Part of the commercial strategy of the fast food industry is to create brand loyalty in young consumers through the use of colorful logos and cartoon characters. The primary goal of this study is to provide insights into how Hispanic children’s recognition of various food and beverage logos are related to socio-demographics, nutrition perceptions, and the availability of fast food in their neighborhoods.

Methods: Data were collected from Hispanic children enrolled in kindergarten through second grade at five schools. Using a novel “logo matching game” the study compares recognition rates of fast food logos and fast foods’ products against healthy food logos and healthy foods products.

Results: Children (N=55) recognized 74.5% of fast food logos compared to a recognition rate of 30.2% for healthy food logos. Chi square test was significant at p<.01 for six logos. Multiple regression analysis will show associations between recognition rates, family socio-demographics, nutrition perceptions and density of fast food restaurants nearby.

Discussion: Results from this analysis help us understand some links between mass marketing of fast food to children and the increasing number of children who are overweight in the Hispanic community. This could help shape social policies that would limit the bombardment of unhealthy advertising targeted at children.

Learning Objectives:

At the end of this session the participant will be able to
• Recognize effects of fast food marketing on young children. 2.Evaluate statistical associations between logo recognition in children, family nutrition perceptions, and density of fast food restaurants in area.
• Identify similarities between fast food and tobacco marketing influences on children.

Keywords: Obesity, Marketing

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.