Published online October 2, 2006
PEDIATRICS Vol. 118 No. 4 October 2006, pp. 1478-1485 (doi:10.1542/peds.2005-2837)
This Article
Right arrow Full Text
Right arrow Full Text (PDF)
Right arrow P3Rs: Submit a response
Right arrow Alert me when this article is cited
Right arrow Alert me when P3Rs are posted
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow E-mail this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in PubMed
Right arrow Alert me to new issues of the journal
Right arrow Add to My File Cabinet
Right arrow Download to citation manager
Right arrow reprints & permissions
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via CrossRef
Right arrow Citing Articles via ISI Web of Science (5)
Right arrow Citing Articles via Google Scholar
Google Scholar
Right arrow Articles by Connor, S. M.
Right arrow Search for Related Content
PubMed
Right arrow PubMed Citation
Right arrow Articles by Connor, S. M.
Related Collections
Right arrow Infectious Disease & Immunity

ARTICLE

Food-Related Advertising on Preschool Television: Building Brand Recognition in Young Viewers

Susan M. Connor, PhD

Department of Pediatrics, Case Western Reserve University, and Injury Prevention Center, Rainbow Babies and Children's Hospital, Cleveland, Ohio

OBJECTIVES. This study used content analysis to explore how much and what type of advertising is present in television programming aimed at toddlers and preschool-aged children and what methods of persuasion are being used to sell products and to promote brands to the youngest viewers.

METHODS. Four randomly selected, 4-hour blocks (9 AM to 1 PM) were recorded in spring 2005 from each of 3 stations airing programming aimed specifically at toddlers and preschool-aged children (Public Broadcasting Service, Disney, and Nickelodeon). All content that aired in the spaces between programs was examined. Data recorded for food-related advertisements included the primary appeals used to promote products or brands, whether advertisements were aimed at children or adults, whether advertisements used primarily animation or live action, whether advertisements showed food, and whether licensed characters were used.

RESULTS. In 96 half-hour blocks of preschool programming, the 3 stations had a total of 130 food-related advertisements (1.354 food advertisements per half-hour). More than one half of all food advertisements (76 of 130 advertisements) were aimed specifically at children, and the majority of those were for fast food chains (50 advertisements) or sweetened cereals (18 advertisements). The primary advertising appeals used associated products with fun and happiness and/or with excitement and energy. Fast food advertisements in particular seemed to focus on building brand recognition and positive associations, through the use of licensed characters, logos, and slogans.

CONCLUSIONS. The majority of child-oriented food advertisements viewed seemed to take a branding approach, focusing on creating lifelong customers rather than generating immediate sales. Promotional spots on advertisement-supported (Nickelodeon) and sponsor-supported (Public Broadcasting Service and Disney) networks took similar approaches and used similar appeals, seeming to promote the equation that food equals fun and happiness.

Key Words: preschool-aged children • media • television • overweight children • obesity

Abbreviations: PBS—Public Broadcasting Service

Accepted May 23, 2006.




This article has been cited by other articles:


Home page
 The ANNALS of the American Academy of Political and Social ScienceHome page
A. B. Jordan and T. N. Robinson
Children, Television Viewing, and Weight Status: Summary and Recommendations from an Expert Panel Meeting
The ANNALS of the American Academy of Political and Social Science, January 1, 2008; 615(1): 119 - 132.
[Abstract] [PDF]

Home page
 J Child Health CareHome page
R. M. Page and A. Brewster
Emotional and rational product appeals in televised food advertisements for children: analysis of commercials shown on US broadcast networks
J Child Health Care, December 1, 2007; 11(4): 323 - 340.
[Abstract] [PDF]

Home page
 PediatricsHome page
L. M. Powell, G. Szczypka, F. J. Chaloupka, and C. L. Braunschweig
Nutritional Content of Television Food Advertisements Seen by Children and Adolescents in the United States
Pediatrics, September 1, 2007; 120(3): 576 - 583.
[Abstract] [Full Text] [PDF]