A content analysis of television food advertising to children: comparing low and general-nutrition food

Abstract

Television food advertisements targeted at children were content analysed. Data were collected on four major children's cable television channels in the United States aired during the hours of 3 p.m. to 7 p.m. over the period of 23 August to 5 September 2012. Based on the Elaboration Likelihood Model of persuasion, the study identified a variety of persuasive appeals with central and peripheral cues in the child-targeted food commercials. Further, it investigated how the central and peripheral cues in the appeals were differently associated with low-nutrition and general-nutrition food commercials. Overall, the findings showed that general-nutrition food commercials used persuasive appeals with central cues more frequently than low-nutrition food commercials. Theoretical, practical and regulatory implications are discussed.