EFFECTS OF TELEVISION FOOD ADVERTISEMENTS ON CHILDREN: A PARENTAL PERSPECTIVE (original) (raw)
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" Ethical advertisement in food sector through television Impact on children "
Advertising has become so integral part of our life & society that we cannot imagine any event, newspaper, magazine, TV serial, Cinema etc. without advertising. Advertising is a vital marketing tool as well as powerful communication medium. Television is the form of media which has the most reach. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product performance. The degree of impact of advertising on adults may be problematic but the outcome is devastating for children.
USE OF UNETHICAL PRATICES IN FOOD ADVERTISEMENT: A STUDY ON CHILDREN
In present era advertisement has a great impact on the consumer’s behavior especially on children but when it became unethical it will lead the society in the wrong direction. The food product companies are now spending a great amount on advertisement to attract this segment. Fast food advertising has become a major concern in food product advertising. Good nutritional diet during childhood is essential for physical and mental growth. The Indian food consumption trend shows a shift over the last one decade. Now day’s children prefer junk food like Pizza, Burger, soft drinks instead of healthy food to eat which will affect their health. These junk food increases the weight of children and increase of weight may arises some other health related issues. The objective of the study is to understand the effect of advertisement on children, To understand the parental view point towards the unethical practices carried on by the food advertisers. This study also helps to find out parents preferences of food items for their children.
The effects of television food advertisement on children ’ s food
Background : Children ' s eating habits and their food consumption have direct relations with obesity, diabetes, cancers, hypertension and coronary heart disease. Television advertisements directly affect children ' s eating habits and their food consumption. This study was conducted in order to examine television advertisements and children ' s food consumption while watching television and their desire to purchase goods that they see on television advertisements. Methods : In the fi rst stage of the study, content analysis of the television advertisements was conducted. In the second stage of the study, a questionnaire (check list) was developed in order to examine children ' s food consumption while watching television and their purchasing requests while shopping in the supermarket. It was given to 347 mothers who have children aged between 3 and 8 years. Results : When the results of the study were examined it was found that the time devoted to children ' s programs was approximately 121 min and the advertisements during this period were approximately 35 min. A total of 344 of the 775 television advertisements shown were related to food. It was also found that most of the food advertisements were about candy/chocolate, chips, milk and milk products such as cheese, yoghurt, and breakfast cereals. The results also revealed that 89.6% of the children either drank or ate something while watching television and the food they consumed most while watching television were fruits, soft drinks, popcorn/nuts, cake, chips and candy/chocolate. The results also revealed that 40.3% of the children asked their parents to purchase the goods that they saw on the television advertisements and that 8.9% of them argued with their parents and/or cried in order for their parents to buy that particular product. It was found that the children tended to request more sweetened products such as candy, ice-cream, biscuit, cake or soft drinks. Conclusion : More than half of the food presented in television advertisements were rich in fat and sugar. Children ask their parents to buy the goods they see on television advertisements both while watching television and while shopping. Television advertisements especially affect young children ' s unhealthy food consumption.
ADVERTISEMENTS’ EFFECT ON FOOD HABITS OF CHILDREN – AN EMPIRICAL STUDY
Advertisement is the predominant Promotional Mix variable which is being used in every industry to get noticed by their prospective customer, and thereby converting them into life time consumers. And these advertisements are also shaping the lifestyle for the individuals in large, whether elders, teenagers or children. Especially, these advertisements are influencing the lifestyle of the children in much greater fashion, both in righteous and unrighteous direction. This paper basically explores how the child’s food habits are being influenced by the advertisements and the mechanism of regulating the advertisements being aired. Further, this research paper also presents the kinds of regulations that are into force around the globe to restrict the advertisements targeting the children. Using ‘On the Spot’ sampling method 100 children between 5‐15 year’s age group and 50 parents are interviewed with the help of interview schedule and data collected is presented in the form of pie chart. It is found that the food habits of the children are categorically influenced by the advertisements. So, it is inevitable for the legal system to be proactive and control the menaces of the advertisements on children and equally parents need to play veracious role in safeguarding their child.
Economic Research-Ekonomska Istraživanja, 2011
The purpose of this work is to investigate the perceptions of parents about advertising of food to children on television. The theoretical research includes a review of marketing to children, the analysis of influential factors, the influence of food advertising aimed at children, the perceptions of the parents and the issue of regulation of this area of advertising. The empirical research conducted via a questionnaire to the parents does not confirm the connection between the time spent in front of the television and the behaviour of children, but it does indicate at the negative attitudes of parents about advertising of food that influence their moderately restrictive attitude on the prohibition of such advertising.
Nature of food advertising during children’s television in Iran was examined in two parts. Part 1 - a content analysis study, monitored 13 hours of children’s TV programs broadcast on Channel 1, for 1 week (November 4–10, 2005) to analyze whether the messages delivered in food advertisements were consistent with dietary recommendation. Results showed food products comprised 25% in number and 21% in duration of advertising for the monitored period. “Ashimashi’s” puffed cereals comprised the largest category (36%) of advertised foods. The message most frequently used to promote the sale of a product was “taste” (56%). The most frequent appeal of food advertisements was “attributed quality” (67%). Half of nutritional messages of the advertisements were scientifically untrue or misleading. Part 2- simultaneously performed with Part 1, was an investigation with 398 (198 girls; 198 boys) junior high school students from six state and six private junior high schools in a middle class district of Tehran. The students were interviewed to determine which food advertisement they remembered mostly. “Ashimashi’s” puffed cereals was the most recalled advertisement by the students. These findings show that food advertisements directed at children are not based on sound nutritional principles and therefore are misleading. KEYWORDS TV, advertisements, children, Iran
A Review on Food and Beverages Advertisements on Television aimed at Children
Food advertisements on television aimed at children is a public health issue for many countries because it directly affects the healthy behavior of the children. This is a narrative review of published articles. Due to the lack of information on food advertisements on television in the Asian countries, there is an urgent priority for researchers to evaluate the food and beverages related advertisements on television aimed at children in countries in Asia will help the policy makers formulate policies for better restrictions.
Global Journal of Human-Social Science, 2020
Food advertising to children is a frequent burning question that is at the center of the debate. And the purpose of this paper is to critically investigate the assertions and the indication. Several issues are examined: the children’s understanding of advertising, the content of advertising to children, children’s food choice and behavior, and the effect of advertising on food choice. Recognized conclusions are the following: that children understand the function of advertising from the age of 5–9 years, although there are some limitations on how effectively they apply this knowledge; that children play an active role in food choice in families; that children’s dietary preferences and habits are well-established before advertising is understood; and that advertising’s role in children’s food choices and preferences is multi-factorial and complex. The sample of 100 respondents was selected through random sampling all over the country. The study found that food promotion by TV adverti...