Department of Psychology, University College London, London, UK.
Health Promot Int. 2010 Mar;25(1):24-32. doi: 10.1093/heapro/dap045. Epub 2009 Nov 20.
This study explored the differences between 35 child-focused and 52 adult-focused food advertisements sampled from 45 hrs of British television. More child-focused advertisements contained claims of health benefits; scientific information; were shot in 'Leisure' settings; with male characters; had cartoons; and were often fantasy-based. Conversely, significantly more adult-focused advertisements contained price/value information; were shot in 'Shop' settings; with female characters; and starring celebrities. Child-focused advertisements were mainly for convenience foods and snacks which are of considerable interest to health promotion policy makers.
本研究探讨了从英国电视 45 小时的节目中抽取的 35 则以儿童为中心和 52 则以成人为中心的食品广告之间的差异。更多以儿童为中心的广告包含健康益处的声明；科学信息；在“休闲”场景中拍摄；有男性角色；有卡通；并且常常基于幻想。相反，更多以成人为中心的广告包含价格/价值信息；在“商店”场景中拍摄；有女性角色；并且由名人主演。以儿童为中心的广告主要针对方便食品和零食，这对健康促进政策制定者具有相当大的兴趣。
