Food advertisements during children’s and adult’s viewing times: a comparative study.
Sommaire de l'article
Background – Current estimates of the prevalence of obesity in childhood in Australia are between 27-30%. Television advertising of food to children is a contributing factor. Food advertisements on Australian television occur frequently and the majority of content is for foods high in saturated fat and sugar, most notably fast foods, chocolate and sugared cereals. Objective – To describe the quantity and content of food advertising on Australian television directed at children and adults as well as the marketing methods used in the promotion of food. Design – Seventy five hours of television programming including advertisements from three commercial stations in Victoria were recorded. Content analysed included the types of products advertised, the representation of foods on adult’s and children’s television, and the marketing methods used. Outcomes – Children’s and adult’s television advertisements occurred at a frequency of 20/h and 27/h respectively, while the frequency of food advertisements was identical for both audiences at 6/h. Adult’s advertisements contained more core food products such as breads and cereals, fruit and vegetables, and dairy products. Children’s television advertising of food used more cartoon (25.1%) and animated (13.7%) characters, a faster pace (3X), and the themes of magic, adventure and violence (50%) than adult’s did. Conclusions -There are differences between the types of food advertised on children’s and adult’s television. Results suggest the use of manipulative advertising directed at children. The foods predominately advertised to children do not support current dietary recommendations for optimum health or avoidance of overweight and obesity.