Department of Communication, University of Arizona, AZ.
J Nutr Educ Behav. 2013 Nov-Dec;45(6):571-7. doi: 10.1016/j.jneb.2013.03.007. Epub 2013 Jul 13.
To determine the nutritional quality of foods advertised with familiar children's characters and health-related messages.
Children's programming aired on the most popular broadcast and cable channels during 2011 was sampled to form a composite weekday and weekend day. All food advertisements (ads) included in this programming were content analyzed.
Five hundred seventy-seven food ads.
Familiar characters promoting products were either trade or licensed characters. A product's nutritional quality was determined using the United States Department of Health and Human Services' categorizations, based on the frequency foods should be consumed. Health cues were present when a food was claimed to be healthy, physical activity was depicted, or the product was associated with fruit.
Frequencies and chi square analyses were conducted; P < .05.
Nearly three quarters (73%) of food ads targeting children use a familiar character. The majority of these ads (72%) promote foods of low nutritional quality, yet 53% employ a health-related message.
Familiar characters proliferate in food advertising to children, yet marketers do not adhere to recommendations that characters promote strictly healthy foods. Future research is needed to investigate effects and inform policy decisions in this realm.
确定具有熟悉儿童角色和与健康相关信息的广告食品的营养质量。
抽取 2011 年最受欢迎的广播和有线电视播出的儿童节目，形成一个综合的工作日和周末节目。对该节目中的所有食品广告（ads）进行内容分析。
577 个食品广告。
推广产品的熟悉角色是商业角色或授权角色。根据美国卫生与公众服务部的分类，根据食品应食用的频率来确定产品的营养质量。当声称食品健康、描绘身体活动或产品与水果相关联时，就存在健康提示。
进行频率和卡方分析；P <.05。
近四分之三（73%）针对儿童的食品广告使用熟悉的角色。这些广告中的大多数（72%）宣传营养质量低的食品，但 53%的广告使用了与健康相关的信息。
熟悉的角色在儿童食品广告中大量出现，但营销人员并没有遵守角色只推广严格健康食品的建议。未来需要进行研究，以调查这方面的影响并为政策决策提供信息。
