Featured Research

from universities, journals, and other organizations

Kids' fast food ads emphasize giveaways more than food

Date:
August 28, 2013
Source:
Public Library of Science
Summary:
Fast-food marketing aimed at children emphasizes giveaways and movie tie-ins much more frequently than ads targeted at adults, according to new research.

Fast-food marketing aimed at children emphasizes giveaways and movie tie-ins much more frequently than ads targeted at adults, according to research published August 28 in the open access journal PLOS ONE by James Sargent and colleagues from the Geisel School of Medicine, Dartmouth.

The researchers compared ads from fast food companies on children's TV channels such as Nickelodeon and Cartoon Network to those aired for adults. Ads targeted at children emphasized food packaging and street views of the restaurants, whereas adult ads emphasized the images of the food sold there. Nearly 70 percent of children's advertisements included toy giveaways, whereas only 1 percent of ads for adults mentioned giveaways. Audio scripts for adult advertisements emphasized food taste, price and portion size, whereas the children's ads focused on movie tie-ins and free toys.

Previous studies have shown that associating fast food with animated characters can enhance children's perceived food tastes and preference, and exposure to advertising is associated with higher consumption of fast food by children. Marketing guidelines from the Better Business Bureau state that food should be the focus of advertising to children, and foods and meal combinations being advertised should meet certain nutritional criteria.

The study concludes, "Given health concerns about obesity and its relation to fast food consumption, enhanced oversight of fast-food marketing to children at the local, state and federal level is needed to align advertising to children with health promotion efforts and existing principles of honest and fair marketing to children."


Story Source:

The above story is based on materials provided by Public Library of Science. Note: Materials may be edited for content and length.


Journal Reference:

  1. Amy M. Bernhardt, Cara Wilking, Anna M. Adachi-Mejia, Elaina Bergamini, Jill Marijnissen, James D. Sargent. How Television Fast Food Marketing Aimed at Children Compares with Adult Advertisements. PLoS ONE, 2013; 8 (8): e72479 DOI: 10.1371/journal.pone.0072479

Cite This Page:

Public Library of Science. "Kids' fast food ads emphasize giveaways more than food." ScienceDaily. ScienceDaily, 28 August 2013. <www.sciencedaily.com/releases/2013/08/130828211128.htm>.
Public Library of Science. (2013, August 28). Kids' fast food ads emphasize giveaways more than food. ScienceDaily. Retrieved July 29, 2014 from www.sciencedaily.com/releases/2013/08/130828211128.htm
Public Library of Science. "Kids' fast food ads emphasize giveaways more than food." ScienceDaily. www.sciencedaily.com/releases/2013/08/130828211128.htm (accessed July 29, 2014).

Share This




More Science & Society News

Tuesday, July 29, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Easier Nuclear Construction Promises Fall Short

Easier Nuclear Construction Promises Fall Short

AP (July 29, 2014) The U.S. nuclear industry started building its first new plants using prefabricated Lego-like blocks meant to save time and prevent the cost overruns that crippled the sector decades ago. So far, it's not working. (July 29) Video provided by AP
Powered by NewsLook.com
$15B Deal on Vets' Health Care Reached

$15B Deal on Vets' Health Care Reached

AP (July 28, 2014) A bipartisan deal to improve veterans health care would authorize at least $15 billion in emergency spending to fix a veterans program scandalized by long patient wait times and falsified records. (July 28) Video provided by AP
Powered by NewsLook.com
The Carbon Trap: US Exports Global Warming

The Carbon Trap: US Exports Global Warming

AP (July 28, 2014) AP Investigation: As the Obama administration weans the country off dirty fuels, energy companies are ramping-up overseas coal exports at a heavy price. (July 28) Video provided by AP
Powered by NewsLook.com
Russia Saves Gecko Sex Satellite, Media Has Some Fun With It

Russia Saves Gecko Sex Satellite, Media Has Some Fun With It

Newsy (July 27, 2014) The satellite is back under ground control after a tense few days, but with a gecko sex experiment on board, the media just couldn't help themselves. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins