[Content analysis of television commercials for snacks and of snack packaging targeted at children].
OBJECTIVE
To describe the marketing of snacks and beverages to children in television (TV) commercials and on food packages.


METHODS
Study 1: For 5 weeks from April 1 to May 7, 2007, TV commercials were recorded from one of five channels each week (Nihon, TBS, Fuji, Asahi, and Tokyo). Study 2: The energy values of the products advertised in the TV commercials analyzed in Study 1 were determined, along with whether marketing information (e.g., presents, campaigns, and URLs) was included on the packages. The data were shown in frequency tables, and a chi2 test was conducted to examine the relationship between the energy values of the products (under or over 200 kcal) and descriptions concerning consumption of the products presented in the TV commercials (none, eating alone and eating with others).


RESULTS
Five hours and 18 minutes of food commercials and 2 hours and 57 minutes of snack commercials were obtained from the 105 hours of recordings. Of the food commercials, 55.7% were for snacks. Commercials that were repeated or that targeted adults were excluded, leaving 197 commercials for analysis. There were many beverage commercials, most often associating products with mood, such as having fun and good times. No relationship between the energy value of the products (under or over 200 kcal), and the description of consuming the product in the TV commercials (none, eating alone and eating with others) was found (chi2 (2) = 2.2, P = 0.33). A scene showing someone eating alone was the most common depiction for products with energy levels both under and over 200 kcal. The analysis of 164 snack packages showed that most gave URLs.


CONCLUSIONS
Although the present study had several limitations, such as the relatively short research period, as the first to describe TV commercials for snacks and beverages in Japan it provides new insights. It is now necessary to understand the current state of commercials in other media, and to consider the content of nutrition education for the future, including media literacy education.
Akamatsu
Rie
R
Graduate School of Humanities and Sciences, Ochanomizu University.
D000329:Advertising; D002648:Child; D005502:Food; D006801:Humans; D007564:Japan; D040541:Marketing; D009753:Nutritive Value; D013690:Television