Document Detail

Gross for kids but good for parents: differing messages in advertisements for the same products.
MedLine Citation:
PMID:  17764605     Owner:  NLM     Status:  MEDLINE    
OBJECTIVES: There has been surprisingly little research into the effects of food advertising on parents' perception of commonly consumed children's food items, although the available research suggests that parents may find nutritional claims in these advertisements confusing. The purpose of the present study was to investigate parents' perceptions of branded snack foods targeted at children, and the extent to which these perceptions are influenced by advertising messages. DESIGN: Using an intercept survey, participants were shown either adult-targeted or child-targeted advertisements for the same food products. SETTING: Central business district of a major Australian city. SUBJECTS: One hundred adults, mean age 40 years. RESULTS: The study results suggest that: (1) adults' perceptions of advertised food products and, most importantly, purchase intentions for those products differ according to the version of the advertisement seen (for three of the products, 42-54% would buy the product after seeing the child version compared with 82-84% after seeing the adult version); and (2) adults clearly perceive distinctly different messages in advertisements for the same products which are targeting parents vs. those targeting children (e.g. for three of the products, 74-92% perceived that the adult version of the advertisement suggested the food was nutritionally beneficial compared with 2-14% perceiving this for the child version). CONCLUSIONS: It is clear that the messages conveyed to children about specific foods are quite different to the messages conveyed to adults - and importantly parents - about the same foods.
Sandra Jones; Belinda Fabrianesi
Related Documents :
3242445 - Evidence for hydroxyl free radical formation during paraquat but not for nifurtimox liv...
15896875 - Perceived naturalness and acceptance of genetically modified food.
18855155 - Product stewardship in wollastonite production.
17303285 - Food and sustainability: do consumers recognize, understand and value on-package inform...
20379955 - Hovenia dulcis--an asian traditional herb.
22287805 - Concurrent-chains schedules as a method to study choice between alcohol-associated cond...
Publication Detail:
Type:  Journal Article     Date:  2007-09-03
Journal Detail:
Title:  Public health nutrition     Volume:  11     ISSN:  1368-9800     ISO Abbreviation:  Public Health Nutr     Publication Date:  2008 Jun 
Date Detail:
Created Date:  2008-05-16     Completed Date:  2008-09-30     Revised Date:  2009-11-19    
Medline Journal Info:
Nlm Unique ID:  9808463     Medline TA:  Public Health Nutr     Country:  England    
Other Details:
Languages:  eng     Pagination:  588-95     Citation Subset:  IM    
Centre for Health Initiatives, University of Wollongong, Wollongong, New South Wales 2522, Australia.
Export Citation:
APA/MLA Format     Download EndNote     Download BibTex
MeSH Terms
Advertising as Topic*
Child Nutritional Physiological Phenomena / physiology*
Child Psychology*
Health Promotion*
Nutritive Value
Parents / psychology*
Periodicals as Topic

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

Previous Document:  Dietary and non-dietary determinants of central adiposity among Tehrani women.
Next Document:  Determinants of compliance with iron supplementation among pregnant women in Senegal.