Pellai A, Vetrano S, Nobile M, Luti C
University of Milan, Milan, Italy.
Minerva Pediatr. 2012 Feb;64(1):15-26.
Considering how eating habits affect the health of children and taking into account the influence of advertising messages, we wanted to investigate the quantity and the typology of advertising on air during children's television programmes.
The research was conducted beginning in January 2008 up to March 2008. During this period all children's television programmes, in which cartoons are aired were recorded during third week of each month, for a total of 179 hours 27 minutes and 18 seconds.
The research allowed to analyze 3495 adverts; 485 (13.88%) of them promoted foodstuffs, and among these a massive presence of confectionery product ads (304 out of 485, i.e. 62.68%) stands out.
In conclusion a food pyramid based exclusively on the typology of foodstuffs advertised in the examined adverts has been built, in order to compare it to the correct food pyramid. The base of the pyramid we obtained is constantly composed by sweets and the top by fruits and vegetables. A child watching a television program addressed to him, must see commercials that advertise foodstuffs in 42.45% of cases, and among these 58.59% advertise sweets. This highlights the absolute need to protect children from aggressive marketing and advertising of foodstuffs through alimentary and media educational programmes, as well as through legislation regulating food commercials directed to children, as already happens in many European countries.
考虑到饮食习惯对儿童健康的影响，并考虑到广告信息的影响，我们希望调查儿童电视节目中播出的广告数量和类型。
研究从2008年1月开始至2008年3月进行。在此期间，每月第三周记录所有播放卡通片的儿童电视节目，总计179小时27分18秒。
该研究共分析了3495条广告；其中485条（13.88%）宣传食品，其中糖果产品广告大量出现（485条中有304条，即62.68%）。
总之，我们构建了一个完全基于所审查广告中宣传的食品类型的食物金字塔，以便将其与正确的食物金字塔进行比较。我们得到的金字塔底部始终由甜食构成，顶部由水果和蔬菜构成。观看针对儿童的电视节目的孩子，在42.45%的情况下会看到宣传食品的广告，其中58.59%宣传甜食。这凸显了通过营养和媒体教育计划以及通过规范针对儿童的食品广告的立法来保护儿童免受食品激进营销和广告影响的绝对必要性，许多欧洲国家已经这样做了。
