Document Detail


Emotional and rational product appeals in televised food advertisements for children: analysis of commercials shown on US broadcast networks.
MedLine Citation:
PMID:  18039734     Owner:  NLM     Status:  MEDLINE    
Abstract/OtherAbstract:
The aggressive advertising and marketing of high caloric food products to children is implicated as a potential causative factor in the childhood obesity epidemic. This study analyzed 147 commercials appearing during children's programming on U.S. broadcast networks for a wide range of potential emotional and rational advertising appeals. The most prominent emotional appeals were fun/happiness and play followed by fantasy/ imagination, social enhancement/peer acceptance, and coolness/hipness. Many of the products used the term ;super-charged' or a similar adjective to describe the powerful taste or other physical properties of the product. More than one-third of all the commercials used a fruit appeal or association. Statements or depictions that a product was healthy or nutritious were quite rare among the commercials. This seems to imply that health and nutrition claims are understood by food marketers to not be salient concerns among children and as such are not a selling point to children. Commercials for high sugar cereal products and fast food restaurants differed in several respects. This study can serve to guide child health care professionals and other child advocates in designing measures that counter food advertising messages directed at children.
Authors:
Randy M Page; Aaron Brewster
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Publication Detail:
Type:  Evaluation Studies; Journal Article; Research Support, Non-U.S. Gov't    
Journal Detail:
Title:  Journal of child health care : for professionals working with children in the hospital and community     Volume:  11     ISSN:  1367-4935     ISO Abbreviation:  J Child Health Care     Publication Date:  2007 Dec 
Date Detail:
Created Date:  2007-11-27     Completed Date:  2008-12-09     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  9806360     Medline TA:  J Child Health Care     Country:  England    
Other Details:
Languages:  eng     Pagination:  323-40     Citation Subset:  N    
Affiliation:
Department of Health Science, Brigham Young University, Provo, UT 84602, USA. randy_page@byu.edu
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MeSH Terms
Descriptor/Qualifier:
Advertising as Topic / methods*,  statistics & numerical data
Cereals
Chi-Square Distribution
Child
Child Nutrition Sciences
Child Psychology*
Child Welfare
Emotions*
Fantasy
Food Industry / organization & administration*
Happiness
Humans
Mass Media* / statistics & numerical data
Narration
Nutrition Policy
Peer Group
Restaurants
Social Marketing
Television* / statistics & numerical data
United States

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine


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