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APHA Scientific Session and Event Listing

Althier Lazar, PhD, Education Department, Saint Joseph's University, 5600 City Line Avenue, Philadelphia, PA 19131, 610-660-3078, alazar@sju.edu and Kim Logio, PhD, Sociology, Saint Joseph's University, 5600 City Avenue, Post Hall 138, Philadelphia, PA 19131.

The scope and intensity of marketing unhealthy food to children has increased considerably through television, movies, videos and the internet. The majority of advertisements targeted to children are for candy (32% of all children's ads), cereal (31%) and fast food (9%). Research has shown that teaching children about the persuasive techniques used in television commercials prompted youngsters to be more critical of advertising, and more suspicious of the products that are advertised (Roberts et al, 1980). This paper addresses the impact of critical media literacy curricula on sixth graders at an urban public school in Philadelphia. We explored how a media literacy curriculum helped middle school students understand how the food industry advertises and markets unhealthy food. The unit included a video (Buy Me That 3!) that reveals advertising gimmicks such as food styling, celebrity endorsements, and exaggerated claims. The film Super Size Me described marketing techniques in the fast food industry, including sweepstakes, super-sizing, packaging, and shelving gimmicks. Based on post-survey results, significantly fewer students expressed an interest in eating fast food following their participation in the unit. The findings also showed that fewer students reported wanting the food they see advertised on television. We also found significant decreases in the numbers of students who reported ordering large portions of food and drink following the unit. Analysis of students' written logs shows that about three-quarters of the students recognized that many advertised foods are unhealthy for them and approximately two-thirds of the students said they would be more careful about eating these foods in the future. These findings suggest the potential of critical media literacy curricula to help students evoke critical stances toward advertisements and marketing strategies that promote unhealthy food products.

Learning Objectives:

• 1. Understand the purpose of critical media literacy curricula within the context of anti-obesity education;
• 2. Describe elements of a critical media unit for upper elementary/middle school students;
• 3. Understand the impact of building children's critical awareness of advertising/marketing campaigns that promote unhealthy food.

Keywords: Media Literacy, Obesity

Presenting author's disclosure statement:

Not Answered