The present research addresses these gaps in our knowledge and utilizes a new approach to study food advertising effects using contemporary social-cognitive theories. As a result, we know very little about how advertising for more nutritious food affects eating behaviors. Finally, most research has examined advertising for calorie-dense, low-nutrient foods. The literature reviews also emphasize the need to extend food advertising research beyond children to-date, very little is known about such effects on adolescents and adults. However, the authors did not obtain support for their proposed mechanism: specifically, that overweight children have greater recognition memory for food advertisements, which in turn leads to greater consumption. Additionally, these effects occurred at the category level, (i.e., increased consumption transferred to foods not included in the presented advertisements).
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To begin to address this need, Halford and colleagues recently demonstrated that groups of children eat more immediately after viewing a series of 8–10 children’s food commercials than after watching commercials for other products ( Halford, Boyland, Hughes, Oliveira, & Dovey, 2007 Halford et al., 2008 Halford, Gillespie, Brown, Pontin, & Dovey, 2004). The literature reviews also highlight, however, the need for further research - specifically, more studies that establish a direct causal link between food advertising and unhealthy diets. Over a 2-week period, children who saw the candy ads selected fruit and orange juice as a snack less often than the other children. One study with high ecological validity exposed children at an overnight camp to a daily cartoon with candy or fruit advertising, PSAs, or no ads ( Gorn & Goldberg, 1982). A few studies have also examined effects of food advertising on actual eating behaviors, usually assessed by food choices following exposure to advertising (see Hastings et al., 2003 IOM, 2006). In addition, as assessed through correlational and quasi-experimental studies, heavier media viewing often predicts more unhealthy diets and higher body weight among children (see IOM, 2006). In addition to good taste, the most common product benefits communicated include fun, happiness and being “cool” ( Folta, Goldberg, Economos, Bell, & Meltzer, 2006 Harrison & Marske, 2005).Ī number of reviews have examined the research on advertising to children and conclude that food advertising leads to greater preferences and purchase of the products advertised ( Hastings et al., 2003 IOM, 2006 Story & French, 2004). Snacking at non-meal times occurred in 58% of food ads during children’s programming ( Harrison & Marske, 2005).
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Moreover, food advertising to children portrays unhealthy eating behaviors with positive outcomes. Every day, children view, on average, 15 television food advertisements ( Federal Trade Commission, 2007), and an overwhelming 98% of these ads promote products high in fat, sugar, and/or sodium ( Powell, Szczpka, Chaloupka, & Braunschweig, 2007). Health authorities believe that the accumulation of unhealthy messages communicated to children through food advertising is a leading cause of unhealthy consumption ( Brownell & Horgen, 2004 IOM, 2006). This obesity crisis has been fueled by reductions in physical activity, as well as overconsumption of foods high in fat and sugar ( Institute of Medicine (IOM), 2006). who are overweight or at risk of becoming overweight has more than tripled to 37% and 34%, respectively ( Ogden, et al., 2006). Over the past 30 years, the percentage of children and adolescents in the U.S.
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The trend is especially disturbing among young people.
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according to the World Health Organization (2003), the obesity epidemic is “a major contributor to the global burden of chronic disease and disability”. Surgeon General, “Obesity is the fastest growing cause of disease and death in America” ( Carmona, 2003).