Emond Jennifer A, Bernhardt Amy M, Gilbert-Diamond Diane, Li Zhigang, Sargent James D
Norris Cotton Cancer Center, Geisel School of Medicine at Dartmouth, Lebanon, NH; Department of Epidemiology, Geisel School of Medicine at Dartmouth, Hanover, NH.
Norris Cotton Cancer Center, Geisel School of Medicine at Dartmouth, Lebanon, NH.
J Pediatr. 2016 Jan;168:158-163.e1. doi: 10.1016/j.jpeds.2015.09.063. Epub 2015 Oct 30.
To assess the associations between children's exposure to television (TV) networks that aired child-directed advertisements for children's fast food meals with the collection of fast food meal toy premiums and frequency of family visits to those restaurants.
One hundred parents of children 3-7 years old were recruited from a rural pediatrics clinic during 2011; families receiving Medicaid were oversampled. Parents reported the child's TV viewing habits and family visit frequency to the fast food restaurants participating in child-directed TV marketing at the time, and their child's requests for visits to and the collecting of toy premiums from those restaurants. Logistic regression models assessed adjusted associations between a child's TV viewing with more frequent restaurant visits (≥monthly in this population). Structural equation modeling assessed if child requests or toy collecting mediated that association.
Thirty-seven percent of parents reported ≥monthly visits to the select fast food restaurants. Among children, 54% requested visits to and 29% collected toys from those restaurants. Greater child commercial TV viewing was significantly associated with more frequent family visits to those fast food restaurants (aOR 2.84 for each 1-unit increase in the child's commercial TV viewing scale, P < .001); toy collecting partially mediated that positive association.
Higher exposure among children to commercial TV networks that aired child-directed ads for children's fast food meals was associated with more frequent family visits to those fast food restaurants. Child desire for toy premiums may be a mediating factor.
评估儿童接触播放面向儿童的儿童快餐广告的电视频道与收集快餐套餐玩具赠品以及家庭光顾这些餐厅的频率之间的关联。
2011年从一家农村儿科诊所招募了100名3至7岁儿童的家长；接受医疗补助的家庭被过度抽样。家长报告了孩子的电视观看习惯、当时家庭光顾参与面向儿童的电视营销的快餐店的频率，以及孩子要求光顾这些餐厅和收集餐厅玩具赠品的情况。逻辑回归模型评估了儿童看电视与更频繁光顾餐厅（在该人群中≥每月一次）之间的校正关联。结构方程模型评估了儿童的要求或玩具收集是否介导了这种关联。
37%的家长报告≥每月光顾选定的快餐店。在儿童中，54%要求光顾这些餐厅，29%收集了餐厅的玩具。儿童观看商业电视节目的时间越长，与家庭更频繁光顾这些快餐店显著相关（儿童商业电视观看量表每增加1个单位，调整后的比值比为2.84，P <.001）；玩具收集部分介导了这种正相关。
儿童更多地接触播放面向儿童的儿童快餐广告的商业电视频道，与家庭更频繁光顾这些快餐店有关。儿童对玩具赠品的渴望可能是一个中介因素。
