A content analysis of British food advertisements aimed at children and adults.
This study explored the differences between 35 child-focused and 52 adult-focused food advertisements sampled from 45 hrs of British television. More child-focused advertisements contained claims of health benefits; scientific information; were shot in 'Leisure' settings; with male characters; had cartoons; and were often fantasy-based. Conversely, significantly more adult-focused advertisements contained price/value information; were shot in 'Shop' settings; with female characters; and starring celebrities. Child-focused advertisements were mainly for convenience foods and snacks which are of considerable interest to health promotion policy makers.
Sixsmith
Rebecca
R
Department of Psychology, University College London, London, UK.
Furnham
Adrian
A
D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D002648:Child; D002675:Child, Preschool; D004739:England; D005260:Female; D019649:Food Industry; D006801:Humans; D008297:Male; D010565:Persuasive Communication; D013690:Television