TV Commercials and Children

Paper Summary:

The paper discusses surveys which study the effect of TV commercials on children. The paper relates that the food industry has increased its advertising to all ages, including children, which is having a negative impact on their health. The paper suggests that companies should be held responsible for their influence on children, or at least present a more rounded view of food and nutrition. The paper also states that children have been bombarded by food marketing, which has resulted in higher rates of obesity. The paper ,after referring to various situations, concludes that a relationship has been found between television commercials and eating.

From the Paper:

"A similar study was conducted in Europe, where children do not eat enough fruit and vegetables and where exposure to TV is negatively associated with the intake of these foods. This study by Klepp et. al. (2007) explored exposure to food commercials on TV in nine European countries with approximately 12, 750 children to determine the association between this exposure and attitudes toward eating fruits and vegetables. The authors state that the children report exposure more to more unhealthy foods than healthy ones such as fruits and vegetables. However, those who were exposed to fruit and vegetable TV ads were much more positively disposed toward eating these foods. These findings point to the important, and more positive, role that TV could play in supporting healthy eating messages."

Sample of Sources Used:

• Chernin, A. (2008) The effects of food marketing on children's preferences: testing the moderating roles of age and gender. The Annals of the American Academy of Political and Social Science 615. 102(17).
• Deeken, A. (2005) MRI: kids watch commercials. Media Week. 15(43):.38(1)
• Klepp, K, Wind,M., de Bourdeaudhuij, I, Rodrigo, C, Pernille, D , Bjelland, M & Brug, J (2007). Television viewing and exposure to food-related commercials among European school children, associations with fruit and vegetable intake: a cross sectional study.. The International Journal of Behavioral Nutrition and Physical Activity 4(46) 46
• Mallinckrodt, V., & and Mizerski, D.. The effects of playing an advergame on young children's perceptions, preferences, and requests. Journal of advertising 36(2): 87(14).
• Mediamark Research (Vol. P-1-P-20). (1997, Spring). New York: Mediamark Research Inc.

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