Food and Beverage Advertising on U.S. Television: A Comparison of Child-Targeted Versus General Audience Commercials

Abstract

Major advertisers and children's television networks have announced marketing policies designed to combat childhood obesity. A content analysis of food advertising was conducted on programming from broadcast and cable networks most likely to be viewed by children. Unlike previous content analyses, the results show that nutrition appeals are among the most frequently used. However, as in past research, unhealthy foods are most frequently advertised. Further, child-targeted commercials employ production techniques and persuasive appeals that children have found difficult to evaluate critically. The potential impacts of this advertising landscape are discussed on both the individual and social level.