Borzekowski D L, Robinson T N
Stanford Center for Research in Disease Prevention, Palo Alto, Calif., USA.
J Am Diet Assoc. 2001 Jan;101(1):42-6. doi: 10.1016/S0002-8223(01)00012-8.
To examine whether televised food commercials influence preschool children's food preferences.
In this randomized, controlled trial, preschool children viewed a videotape of a popular children's cartoon either with or without embedded commercials. Children were then asked to identify their preferences from pairs of similar products, one of which was advertised in the videotape with embedded commercials. Preschoolers' parents were interviewed to determine children's demographic characteristics and media use patterns.
Forty-six 2- to 6-year-olds from a Head Start program in northern California.
For demographic and media use characteristics, univariate data were examined and Student t and chi 2 tests were used to test for differences between the control and treatment groups. We calculated the Cochran Q statistic to assess whether the proportion of those choosing advertised food items was significantly higher in the treatment group than in the control group.
Children exposed to the videotape with embedded commercials were significantly more likely to choose the advertised items than children who saw the same videotape without commercials (Qdiff = 8.13, df = 1, P < .01).
CONCLUSIONS/APPLICATIONS: Even brief exposures to televised food commercials can influence preschool children's food preferences. Nutritionists and health educators should advise parents to limit their preschooler's exposure to television advertisements. Furthermore, advocates should raise the public policy issue of advertising and young children, especially given the recent epidemic of childhood obesity and the ever-changing media environment.
研究电视食品广告是否会影响学龄前儿童的食物偏好。
在这项随机对照试验中，学龄前儿童观看了一段热门儿童卡通片的录像带，录像带中要么嵌入了广告，要么没有。然后要求孩子们从成对的类似产品中识别出自己的偏好，其中一种产品在嵌入广告的录像带中做了广告。对学龄前儿童的家长进行了访谈，以确定孩子的人口统计学特征和媒体使用模式。
来自加利福尼亚州北部一个启智计划项目的46名2至6岁儿童。
对于人口统计学和媒体使用特征，检查了单变量数据，并使用学生t检验和卡方检验来检验对照组和治疗组之间的差异。我们计算了 Cochr an Q统计量，以评估治疗组中选择广告食品的比例是否显著高于对照组。
观看嵌入广告录像带的儿童比观看无广告相同录像带的儿童更有可能选择广告中的食品（Q差异=8.13，自由度=1，P<.01）。
结论/应用：即使是短暂接触电视食品广告也会影响学龄前儿童的食物偏好。营养学家和健康教育工作者应建议家长限制学龄前儿童接触电视广告。此外，倡导者应提出有关广告与幼儿的公共政策问题，尤其是考虑到近期儿童肥胖症的流行以及不断变化的媒体环境。
