A thematic content analysis of children’s food advertising

Roberts, Michèle; Pettigrew, Simone

doi:10.1080/02650487.2007.11073018

Cited by 82 publications

(81 citation statements)

References 9 publications

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“…Children's affective responses to advertising may play an important role in explaining advertising effectiveness, because children are, to a large extent, attending to and enjoying advertising as a form of entertainment (Derbaix and Bree, 1997;Moore and Lutz, 2000). Several content analyses have shown that commercials aimed at young children are designed to appeal to their emotions, such as fantasy, fun, and peer popularity (Buijzen and Valkenburg, 2002;Kunkel and Gantz, 1997;Roberts and Pettigrew, 2007). For the youngest children, affective responses may be a stronger predictor of advertising effects than their cognitive responses.…”

Section: Discussionmentioning

confidence: 99%

Do children's cognitive advertising defenses reduce their desire for advertised products?

Rozendaal

Buijzen

Valkenburg

2009

Comm

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Section: Discussionmentioning

confidence: 99%

Do children's cognitive advertising defenses reduce their desire for advertised products?

Rozendaal

Buijzen

Valkenburg

2009

Comm

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“…Much as increasing levels of obesity have given rise to criticisms of food promotion and of the way advertisements 'model' behaviours around food (Roberts and Pettigrew 2007), concerns about mental health and well-being will likewise eventually impact upon what is considered acceptable advertising practice. Interest in the topic is evident in the UK government's move away towards collecting details of national well-being and addressing nutrition directly in mental health reviews (Department of Health 2011).…”

Section: Resultsmentioning

confidence: 99%

“…al. (2009) and additionally Roberts and Pettigrew (2007) conducted detailed content analyses of food advertising, identifying, counting and coding the themes present in large samples of advertisements. Our intent was not however to quantify the themes occurring across a large number of advertisements.…”

Section: Methodsmentioning

confidence: 99%

“Bagels and doughnuts … round food for every mood” food advertising discourses

Maddock

Hill

2016

British Food Journal

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Purpose – The relationship between food and mood has been discussed for many years. The purpose of this paper is to extend that debate by exploring how food advertising, a key source of consumer information about food, utilises and implies varied associations between food and mood. Design/methodology/approach – The research combines a textually oriented analysis with an analysis of the visual images in a sample of typical food advertisements drawn from women’s magazines. Findings – Although healthy foods have the potential to enhance mood this is not often used as a key advertising message. Conversely, advertisements for foods that can depress mood frequently adopt messages of happiness and wellbeing. Research limitations/implications – This exploratory research provides an initial investigation of advertising discourses of food and mood at a snapshot in time. Based on the findings derived from this limited sample, further research is suggested which would provide a more comprehensive survey of food advertising. Practical implications – The research is of value to food promoters in suggesting that they review food messages and the use of emotional appeals in the light of developing scientific research on the link between food and mental wellbeing. Social implications – The growing interest in promoting mental health and wellbeing means that consumers and governments are keen to understand the relationship between food and mood and its potential influence on consumer food choices. Originality/value – This research indicates that some food advertising diverges from the scientific evidence on food and mental health and wellbeing. The research is therefore of value to food promoters and advertising regulators.

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“…En esta línea, recientes estudios llevados a cabo por Powell, Szczypka & Chaloupka (2007) tampoco encontraron publicidad de frutas o verduras en la investigación que llevaron a cabo sobre la publicidad insertada en la programación infantil durante el periodo comprendido entre Septiembre de 2003 a Mayo de 2004, es decir, un estudio llevado a cabo casi 10 años después mantiene los mismos resultados: total ausencia de publicidad de frutas y verduras en los mensajes comerciales insertados en los contenidos programáticos destinados al menor. Sin embargo, el estudio realizado por Roberts & Pettigrew (2007) publicado en ese mismo año, aporta novedosos resultados, ya que en el análisis de contenido realizado sobre 212 spots de alimentación insertados en horario de programación infantil sí que se encontró publicidad de frutas y verduras, aunque con unos porcentajes muy pequeños, concretamente 1,7% y 1,5% respectivamente. Aún así, estos datos nos hacen ser optimistas y cabe pensar que quizá la tendencia pueda estar cambiando, sólo estudios futuros corroborarán o no esta hipótesis.…”

Section: Influencia De La Publicidad Infantil De Alimentos En El Niñounclassified

La categoría de producto y el mensaje transmitido en la publicidad infantil de alimentos

Díaz¹

2008

RLCS

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La categoría de producto y el mensaje transmitido en la publicidad infantil de alimentosThe product category and the message informed in food children's advertising Resumen: El presente artículo, contextualizado bajo la preocupación de la obesidad infantil y la acusación que desde numerosos sectores se ejerce sobre la publicidad, ha pretendido desarrollar un marco teórico donde se expusieran las investigaciones que sobre el binomio publicidad infantil de alimentos -obesidad se han realizado; así como aquellas donde se dejaba evidencia de la limitada influencia que la misma podía realizar sobre el menor en lo concerniente a consumo de alimentos, y los numerosos factores necesarios para poder hablar de causantes directos de la problemática de la obesidad. El objetivo sobre el que subyace el trabajo trata de analizar los tipos de productos que más presión publicitaria ejercen así como los mensajes sobre los que versa su estrategia comunicativa para así poder observar si realmente la publicidad infantil está copada por productos poco saludables o recomendables en la dieta del menor y observar qué tipo de temática comunicativa impregna este tipo de productos.Palabras clave: Publicidad infantil; alimentación; categoría de productos; marcas; mensaje publicitario. Abstract:This article explains the worry about children obesity and the accusation that many sectors exert on advertising.Furthermore, it tries to develop a theoric framework in order to set out the researches, which have been done, about food children's advertising and its connection with obesity. In adittion to this, the article talks about other researches which prove the restricted influence advertising exerts on children as regards food consumption and the factors which are necessary to affirm that there are direct causes to provoke obesity. The purpose of this essay is to analyze what type of product category exerts more advertising pressure and what kind of messages are used. This analysis will expound if children's advertising is really surrounded by non healthy products or, however, by advisable ones in a child's diet. Finally, it will also expound which communicative subjects are found in this kind of products.

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A thematic content analysis of children’s food advertising

Cited by 82 publications

References 9 publications

Do children's cognitive advertising defenses reduce their desire for advertised products?

Do children's cognitive advertising defenses reduce their desire for advertised products?

“Bagels and doughnuts … round food for every mood” food advertising discourses

La categoría de producto y el mensaje transmitido en la publicidad infantil de alimentos

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