A content analysis of advertisements related to oral health in children's Tamil television channels--a preliminary report.

AIMS

This study was conducted to examine the nature, content, and duration of advertisements broadcasted during children's Tamil television channels and to determine the extent to which television advertising changes during school holiday and non-holiday periods and between prime time and non-prime time broadcast.

METHODS

Television broadcasts on two main children's Tamil television channels were video-recorded over 16 days between 17.00-19.00 hours (non-prime time) and 19.00-21.00 hours (prime time). For each commercial, the type of product advertised, as well as the duration (in seconds), was recorded. Advertisements were categorized as 'food' and 'non-food'. The former category was further subdivided into 'sugar-rich foods' and 'other foods'. The sugar-rich foods were further categorized as liquid, solid and sticky, and slowly dissolving sugars. Commercials related to the promotion of oral health products and non-food products were also recorded.

RESULTS

Among the total of 128 h of television programmes recorded, advertising accounted for 10.15% (13.01 hours). The advertisement of sugar-rich food products, non-food and oral hygiene products occupied 50.36%, 38.41% and 1.90%, respectively, of the total advertising time. Solid and sticky products made up 100% of advertisements in this category on Chithiram television channel, compared with 62.5% of advertisements on Chutti television channel.

CONCLUSION

It was concluded that the advertising of sugar-rich foods, particularly solid and sticky food products, was broadcasted more in Chithiram television channel, during school holidays and during prime time.