Document Detail

A content analysis of children's television advertising: focus on food and oral health.
MedLine Citation:
PMID:  18671893     Owner:  NLM     Status:  MEDLINE    
OBJECTIVES: To analyse the nature and content of advertising during children's popular television viewing times with the specific aims of (i) identifying the proportion of advertising time devoted to confectionery and potentially cariogenic products (those which readily give rise to dental caries, more commonly known as tooth decay); and (ii) determining whether there is a variation in the advertisement of confectionery and other high-sugar products within children's school holiday time v. outside holiday time.MethodIn five separate one-week periods, the output of the four most popular British children's commercial television channels was video-recorded during the most popular viewing times for children. In total, 503 h of television were recorded and analysed. RESULTS: Analysis of the recordings revealed that 16.4 % of advertising time was devoted to food products; 6.3 % of all advertising time was devoted to potentially cariogenic products. Sugared cereals were the most commonly advertised high-sugar product, followed by sweetened dairy products and confectionery (chi2 = 6524.8, df = 4, P < 0.001). The advertisement of confectionery and high-sugar foods appeared to be influenced by school holidays. CONCLUSIONS: Health-care professionals should be aware of the shift away from the advertisement of confectionery towards the promotion of foods that might be considered healthier but contain large amounts of hidden sugar.
Maria Morgan; Ruth Fairchild; Andrea Phillips; Kate Stewart; Lindsay Hunter
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Publication Detail:
Type:  Journal Article; Research Support, Non-U.S. Gov't     Date:  2008-08-01
Journal Detail:
Title:  Public health nutrition     Volume:  12     ISSN:  1475-2727     ISO Abbreviation:  Public Health Nutr     Publication Date:  2009 Jun 
Date Detail:
Created Date:  2009-05-20     Completed Date:  2009-07-22     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  9808463     Medline TA:  Public Health Nutr     Country:  England    
Other Details:
Languages:  eng     Pagination:  748-55     Citation Subset:  IM    
Applied Clinical Research and Public Health Group, Cardiff University School of Dentistry, Heath Park, Cardiff CF14 4XY, UK.
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MeSH Terms
Advertising as Topic / statistics & numerical data*
Cariogenic Agents / administration & dosage,  adverse effects
Chi-Square Distribution
Child Psychology*
Diet, Cariogenic*
Dietary Sucrose / administration & dosage,  adverse effects
Food / adverse effects
Oral Health*
Time Factors
Videotape Recording
Reg. No./Substance:
0/Cariogenic Agents; 0/Dietary Sucrose

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

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