Aktaş Arnas Yaşare
Cukurova University, Faculty of Education, Subdepartment of Kindergarden Teacher Training, Adana, Turkey.
Pediatr Int. 2006 Apr;48(2):138-45. doi: 10.1111/j.1442-200X.2006.02180.x.
Children's eating habits and their food consumption have direct relations with obesity, diabetes, cancers, hypertension and coronary heart disease. Television advertisements directly affect children's eating habits and their food consumption. This study was conducted in order to examine television advertisements and children's food consumption while watching television and their desire to purchase goods that they see on television advertisements.
In the first stage of the study, content analysis of the television advertisements was conducted. In the second stage of the study, a questionnaire (check list) was developed in order to examine children's food consumption while watching television and their purchasing requests while shopping in the supermarket. It was given to 347 mothers who have children aged between 3 and 8 years.
When the results of the study were examined it was found that the time devoted to children's programs was approximately 121 min and the advertisements during this period were approximately 35 min. A total of 344 of the 775 television advertisements shown were related to food. It was also found that most of the food advertisements were about candy/chocolate, chips, milk and milk products such as cheese, yoghurt, and breakfast cereals. The results also revealed that 89.6% of the children either drank or ate something while watching television and the food they consumed most while watching television were fruits, soft drinks, popcorn/nuts, cake, chips and candy/chocolate. The results also revealed that 40.3% of the children asked their parents to purchase the goods that they saw on the television advertisements and that 8.9% of them argued with their parents and/or cried in order for their parents to buy that particular product. It was found that the children tended to request more sweetened products such as candy, ice-cream, biscuit, cake or soft drinks.
More than half of the food presented in television advertisements were rich in fat and sugar. Children ask their parents to buy the goods they see on television advertisements both while watching television and while shopping. Television advertisements especially affect young children's unhealthy food consumption.
儿童的饮食习惯及其食物摄入量与肥胖、糖尿病、癌症、高血压和冠心病直接相关。电视广告直接影响儿童的饮食习惯及其食物摄入量。本研究旨在调查电视广告以及儿童看电视时的食物摄入量，还有他们购买在电视广告中看到的商品的欲望。
在研究的第一阶段，对电视广告进行了内容分析。在研究的第二阶段，设计了一份问卷（检查表），以调查儿童看电视时的食物摄入量以及在超市购物时的购买需求。该问卷发放给了347名有3至8岁孩子的母亲。
研究结果显示，儿童节目时长约为121分钟，此期间的广告时长约为35分钟。在播放的775条电视广告中，共有344条与食品相关。还发现大多数食品广告是关于糖果/巧克力、薯片、牛奶及奶酪、酸奶和早餐谷物等奶制品。结果还表明，89.6%的儿童在看电视时会喝东西或吃东西，他们看电视时最常吃的食物是水果、软饮料、爆米花/坚果、蛋糕、薯片和糖果/巧克力。结果还显示，40.3%的儿童要求父母购买他们在电视广告中看到的商品，其中8.9%的儿童会与父母争论和/或哭闹，以便父母购买该特定产品。发现儿童倾向于要求购买更多诸如糖果、冰淇淋、饼干、蛋糕或软饮料等含糖产品。
电视广告中展示的食品一半以上富含脂肪和糖分。儿童在看电视和购物时都会要求父母购买他们在电视广告中看到的商品。电视广告尤其会影响幼儿不健康的食物消费。
