Iranian Television Advertisement and Children's Food Preferences
Author(s):
Abstract:
Background
In this study, the nature of food commercials in childrens television (TV) was monitored and analyzed; simultaneously, the relationship between recalling TV food commercials and childrens interest in them and in the consumption of the same food products was evaluated.Methods
A total of 108 h childrens programs broadcast on two channels (Two and Amouzesh) of Islamic Republic of Iran Broadcasting (IRIB) media organization were monitored (May 612, 2015). Simultaneously, a cross‑sectional study using 403 primary schoolchildren (201 boys) in four schools of Shirvan, Northeast of Iran, was executed. The children were prompted to recall all TV commercials broadcast on IRIB. Meanwhile, they were directed to define in the list of recalled TV food commercials those were interested in and the commercials (food products) they actually were willing to consume.Results
Regarding the frequency and duration of broadcasting, food commercials ranked fifth and sixth, respectively. Fruit leather and plum paste were the most frequently broadcast food commercials. High quality (19%), good taste (15%), novelty, and message on nutritional composition (13%) were the most frequent messages used in promoting the sale of food products, respectively. In addition, focus on high quality/precision in the preparation of the food products was the most frequently used appeals in TV commercials. There was a significant relationship between recalling TV food commercials and the interest in five out of eight of the commercials (62.5%) (P Conclusions
TV food commercials do not encourage healthy eating. The current study provides convincing evidence for policy‑makers and researchers to pay more attention to this area.Keywords:
Children , commercial , food , television
Language:
English
Published:
International Journal of Preventive Medicine, Volume:7 Issue: 12, Dec 2016
Page:
5
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