Art of persuasion: An analysis of techniques used to market foods to children.

16:36 EDT 25th October 2014 | BioPortfolio

Summary of "Art of persuasion: An analysis of techniques used to market foods to children."

Aim:  Persuasive marketing techniques, such as promotional characters, influence children's food preferences and requests for foods. The aim of this research was to describe the techniques used to market unhealthy foods and beverages to children on Sydney free-to-air television. Methods:  Marketing techniques designed to appeal to children were identified from international literature and summarised into a systematic coding tool. Using this tool, the marketing techniques used in a random sample of 100 unique food advertisements, broadcasted on Sydney free-to-air television, were coded. Frequency of marketing techniques was analysed overall and for use in advertisements marketing unhealthy foods, emotionally or verbally appealing to parents, or featuring child actors. Results:  Advertisers' use of persuasive techniques generally did not differ by type of food advertised. Marketing techniques with greater prominence in unhealthy food advertising were palatability (54% of unhealthy food advertisements), convenience (52%), fantasy/imagination (28%), fun/happiness (17%) and cartoon characters (9%). Advertisements emotionally appealing to parents (24%) were significantly more likely to make general health or nutrition statements (38% vs. 17%), and appealed to children concurrently through fun/happiness and fantasy/imagination appeals. Children were depicted in advertisements as eating with friends or family, situated within the home and frequently snacking on less healthy foods. Conclusions:  Food and beverage advertisers use a range of visual, audio and emotive techniques to appeal to children and their parents that do not discriminate by the type of food advertised. The range and complexity of these techniques complicate the restriction of their use in food advertising to children.

Affiliation

Prevention Research Collaboration, University of Sydney, Camperdown, New South Wales, Australia.

Journal Details

This article was published in the following journal.

Name: Journal of paediatrics and child health
ISSN: 1440-1754
Pages:

Links

PubMed Articles [22506 Associated PubMed Articles listed on BioPortfolio]

Designer foods and their benefits: A review.

Designer foods are normal foods fortified with health promoting ingredients. These foods are similar in appearance to normal foods and are consumed regularly as a part of diet. In this article we have...

Assessing the Average Sodium Content of Prepacked Foods with Nutrition Declarations: The Importance of Sales Data.

Processed foods are recognized as a major contributor to high dietary sodium intake, associated with increased risk of cardiovascular disease. Different public health actions are being introduced to r...

Reducing the Complexity of an Agent-Based Local Heroin Market Model.

This project explores techniques for reducing the complexity of an agent-based model (ABM). The analysis involved a model developed from the ethnographic research of Dr. Lee Hoffer in the Larimer area...

Feel your food: the influence of tactile sensitivity on picky eating in children.

Children who are very picky in eating frequently refuse the intake of foods. This rejection is not only based on the evaluation of taste, but also on tactile qualities of foods. It matters whether foo...

Comparison of atopic features between children and adults with eosinophilic esophagitis.

Eosinophilic esophagitis (EoE) is a clinicopathological diagnosis seen in children as well as adults. Growing evidence suggests that EoE is strongly associated with atopic disorders. Presenting sympto...

Clinical Trials [4347 Associated Clinical Trials listed on BioPortfolio]

Changing Eating Behaviors in Young Children: Should Healthy Foods be Increased or Unhealthy Foods Decreased?

Recommendations for treatment of childhood obesity in a primary care setting have been developed. These recommendations include beginning treatment with young children, focusing treatment...

Dairy Foods and Blood Pressure in Multi-Ethnic Children

To prevent excess increases in blood pressure in children by providing two servings of dairy foods as snacks daily at school. We hypothesize that children who receive the two dairy snacks...

Normative Magnetoencephalography Database for Children

The objective of this study is to characterize the normal neuromagnetic profile of sensorimotor, auditory, visual, and language cortices in children and adults using magnetoencephalography...

Behavioral Treatment of Weight Gain in CF

The current study examines the efficacy of two treatments to help children with cystic fibrosis (CF) meet their dietary calorie requirements of 120% to 150% of the recommended daily allowa...

Effects of Advertising on Young Children's Perception of Taste

To test whether young children’s actual taste preferences are influenced by the natural marketing environment in which they live. To do so, we tested whether preschool children would li...

Medical and Biotech [MESH] Definitions

MOLECULAR BIOLOGY techniques used in the diagnosis of disease. Included are such techniques as IN SITU HYBRIDIZATION of chromosomes for CYTOGENETIC ANALYSIS; OLIGONUCLEOTIDE ARRAY SEQUENCE ANALYSIS of gene expression patterns in disease states; identification of pathogenic organisms by analysis of species specific DNA sequences; and detection of mutations with POLYMERASE CHAIN REACTION.

Screening techniques first developed in yeast to identify genes encoding interacting proteins. Variations are used to evaluate interplay between proteins and other molecules. Two-hybrid techniques refer to analysis for protein-protein interactions, one-hybrid for DNA-protein interactions, three-hybrid interactions for RNA-protein interactions or ligand-based interactions. Reverse n-hybrid techniques refer to analysis for mutations or other small molecules that dissociate known interactions.

Foods and beverages prepared for use to meet specific needs such as infant foods.

A set of techniques used when variation in several variables has to be studied simultaneously. In statistics, multivariate analysis is interpreted as any analytic method that allows simultaneous study of two or more dependent variables.

Techniques of nucleotide sequence analysis that increase the range, complexity, sensitivity, and accuracy of results by greatly increasing the scale of operations and thus the number of nucleotides, and the number of copies of each nucleotide sequenced. The sequencing may be done by analysis of the synthesis or ligation products, hybridization to preexisting sequences, etc.

Search BioPortfolio:
Loading
Advertisement

Relevant Topic

Pediatrics
Latest News Clinical Trials Research Drugs Reports Corporate
Pediatrics is the general medicine of childhood. Because of the developmental processes (psychological and physical) of childhood, the involvement of parents, and the social management of conditions at home and at school, pediatrics is a specialty. With ...

Advertisement