Centre for Health Initiatives, Faculty of Health & Behavioural Sciences, University of Wollongong, Wollongong, NSW 2522, Australia.
Public Health Nutr. 2010 Dec;13(12):2111-8. doi: 10.1017/S1368980010000455. Epub 2010 Mar 26.
Television, Internet and print media are saturated with advertisements for unhealthy food that use marketing tactics aimed to build long-term brand loyalty and 'relationships' with children. While research in this area has largely focused on television, the current study examines children's responses to relationship-building marketing communications found in popular children's magazines.
A qualitative study consisting of friendship-pair interviews in which children were interviewed and asked to comment on a range of recent food advertisements.
A university-based after-school care programme in New South Wales, Australia.
Ten children aged 6-13 years, interviewed in self-selected friendship pairs.
The children reported being attracted to the advertisements because of specific elements of the marketing strategies utilised. Some children were able to recognise the persuasive intent of the media, whereas others did not even identify the pages as advertisements.
It was clear from the children's responses that these types of relationship-building marketing communications influence children's attitudes towards branded food products and their views on the nutritional value and social meanings of food.
电视、互联网和平面媒体充斥着不健康食品的广告，这些广告采用了旨在建立长期品牌忠诚度和与儿童“关系”的营销策略。虽然该领域的研究主要集中在电视上，但本研究考察了儿童对流行儿童杂志中发现的建立关系的营销传播的反应。
一项定性研究，包括友谊对访谈，其中对儿童进行采访并要求他们对一系列最近的食品广告发表评论。
澳大利亚新南威尔士州的一个大学课后照顾计划。
10 名 6-13 岁的儿童，在自我选择的友谊对中接受采访。
孩子们表示，他们被广告中使用的特定营销策略所吸引。一些孩子能够识别媒体的说服意图，而另一些孩子甚至没有将这些页面识别为广告。
从孩子们的反应中可以清楚地看出，这些类型的建立关系的营销传播影响了孩子们对品牌食品的态度，以及他们对食品营养价值和社会意义的看法。
