Advertising foods to Indian children: what is the appeal?

Abstract

Purpose – This paper aims to identify the nature of themes/appeals used in food commercials shown on children’s networks in India. Marketers use various themes/appeals in TV advertisements to influence food consumption habits of children. Children are also found to focus on these appeals while selecting foods rather than using nutritional value as a criteria to select foods. Design/methodology/approach – For the present study, a content analysis of 114 discrete food commercials broadcast on children’s networks was done. These were further analysed to collect data on themes/appeals used in them. SPSS 19.0 was used to record the data and descriptive statistics were used for data analysis. Findings – A majority of food advertisements which were broadcast during children’s programmes included confectionery, ice creams and dairy products, baked products and ready-to-cook food items. Grazing was found to be the most frequently used appeal in these food advertisements. This was followed by taste/flavour/smell/texture, fun/happiness, being “cool”, adult approval/disapproval, family ties and so on. However, a majority of these advertisements did not feature any health-related message. Practical implications – The study highlights the need for strategic actions by all stakeholders interested in protecting well-being of children. Taking account of the promotional tactics used by food marketers, parents as well as governmental agencies must strongly take steps to check these practices. Originality/value – As no such study has already been conducted in India (to the best of researcher’s knowledge), this study potentially helps in abridging gaps in literature.