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Which foods do TV food advertisements entice our children to eat?
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M Amini *   , M Mohsenian rad , M Kimiagar , N Omidvar |
| , m.amini@nnftri.ac.ir |
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Abstract: (14379 Views) |
| Background and Objective: The objective of this study was to examine the content of food advertising in the children’s and adolescents’ program on the Iranian television.
Materials and Methods: The study, a content analysis of advertisements, monitored 3 hours of children’s and adolescents’ TV programs broadcast on Channel 1 for one week (4-10 November 2000). A detailed record of advertisement style and content was used for analysis.
Results: Advertisements for food products comprised 25% in number (second rank) and 21% in duration (third rank) of the total TV commercials during the monitoring period. Puffed cereals comprised the largest category (36%) of advertised foods. The messages most frequently used to promote the sale of a product were “quality” (59%) and “taste” (46%). The most frequent appeals of food advertisements were “stimulation of hunger/thirst” (67%) and “attributed quality” (64%). “A” puffed corn was the most frequent brand (23%) among the food brands advertised. In 37% of the food advertisements half of the nutritional properties attributed to products were scientifically untrue or misleading.
Conclusion: Food advertisements aimed at children on TV were dominated by those for foods of questionable nutritional value, designed in a manner mainly to attract children. |
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| Keywords: TV commercials, Children, Advertisements, Food, TV |
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Full-Text [PDF 185 kb]
(3233 Downloads)
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Article type: Research |
Subject:
Food Science
Received: 2008/06/30 | Published: 2007/06/15
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