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Food advertising targeted at school-age children: a content analysis
Sara C Folta1, Jeanne P Goldberg, Christina Economos
1Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA 02111, USA. sara.folta@tufts.edu
Journal of Nutrition Education and Behavior
|June 21, 2006
Summary
Food and beverage advertisements frequently link products to physical activity and athletic ability more than toy ads. This association, often combined with themes of fun, may encourage overconsumption of unhealthy foods in children.
Area of Science:
- Media Studies
- Child Psychology
- Nutritional Science
Background:
- Children are a key demographic for food and beverage marketing.
- Advertising content can influence children's perceptions and consumption habits.
- Previous research indicates persuasive techniques are used to target children.
Purpose of the Study:
- To compare the association of physical activity and athletic ability in food/beverage ads versus toy/game ads.
- To identify persuasive techniques used in child-directed food and beverage advertising.
Main Methods:
- Content analysis of television advertisements during children's programming.
- Statistical analysis (chi-square tests) to compare ad content.
- Categorization of persuasive techniques as implicit or explicit.
Main Results:
- Food and beverage ads more frequently depicted physical activity and athletic ability compared to toy/game ads.
- Food products were commonly linked to fun (75%), taste (54.1%), being cool (43.2%), and happiness (43.2%).
Conclusions:
- The association of food ads with physical activity and fun may contribute to overconsumption of unhealthy foods.
- Effective advertising techniques could be adapted for promoting nutritious foods.
- Further research and intervention studies are needed to confirm these findings and explore practical applications.
