Evaluating television food advertisements during peak children's viewing times
Results: Of all advertisements, 13.5%(N=939) were for food and 43.4% of all food ads represent unhealthy products. The number of persuasive techniques was not significantly different for healthy (M=4.64, SD=1.95) and unhealthy food ads (M=4.37, SD=2.08) however food ads aimed at children use significantly more persuasive techniques (M=5.38, SD=1.5) than those targeting adults (M=1.52, SD=1.54), t(125)=10.701, p< .0001.
Conclusions: We assess the food industry's ability to successfully regulate themselves to limit food advertising exposure that children experience. Almost half of all child-directed food advertisements represent unhealthy foods indicating that self-regulatory efforts may need closer monitoring. Persuasive techniques are more prevalent in food ads aimed at children who have limited cognitive ability to defend against persuasive techniques.
Learning Areas:Communication and informatics
Public health or related education
Public health or related laws, regulations, standards, or guidelines
Public health or related research
Social and behavioral sciences
Evaluate child-directed food advertisements in terms of healthfulness and use of persuasive techniques. Discuss if self-regulatory efforts enacted by the food industry can effectively reduce the amount of food ad exposure that children experience with a specific focus on unhealthy food advertising. Evaluate the use of persuasive techniques in food advertisements aired during peak child viewing times.
Keyword(s): Food and Nutrition, Children and Adolescents
Qualified on the content I am responsible for because: I am a current PhD student and my scientific interests include measurement and evaluation of food and nutrition environments. My interests also include obesity, and nutrition for vulnerable populations including children, minorities, and rural adults. I am conducting my dissertation research concerning social determinants of diet among rural women.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.