FOOD ADVERTISING ON IRANIAN CHILDREN'S TELEVISION: A CONTENT ANALYSIS AND AN EXPERIMENTAL STUDY WITH JUNIOR HIGH SCHOOL STUDENTS (original) (raw)
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
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