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Year 2013, Volume: 28 Issue: 28-2, 408 - 428, 01.06.2013

Volkan Şahin

Abstract

Childhood obesity and related health problems are affecting millions of children worldwide. Recent studies indicate that food/beverage TV commercials are one of the contributing factors of rising obesity rates. In the States, where the obesity rate is high, there has been a public outcry for more stringent rules regulating food related TV ads. This study investigates breakfast cereal ads which were derived from more than 1600 hours of television programming. Cereal ads were selected for this investigation particularly because they have to include an image of healthy, balanced breakfast. The results of analysis shows that these so-called healthy images of breakfast have little or no impact in terms of preventing childhood obesity since these images portray a very calorie-rich breakfast. One of the aims of this study to point out the great responsibility of the early childhood teachers in terms of assisting parents' and children's understanding of the commercial intent.

Keywords

childhood obesity food advertisements media literacy

References

  • American Academy of Pediatrics. (2006). Active healthy living: Prevention of childhood obesity through increased physical activity. Pediatrics 117(5), 1834-1842.
  • American Academy of Pediatrics, Committee on Nutrition. (2003). Prevention of Pediatric Overweight and Obesity. Pediatrics, 112(2), 434-430.
  • American Obesity Association. (2002). Childhood obesity. Retrieved December 14, 2006, from American Obesity Association: http://www.obesity.org/subs/childhood/causes.shtml
  • Babbie, E. (2007). The practice of social research. 11th ed., California: Thomson Wadsworth
  • Barkus, E. F. (1981). The nature of television advertisement to children. In E. L. Palmer, & A. Dorr (Eds.), Children and the faces of television. New York: Academic Press.
  • Berelson, B. (1952). Content analysis in communication research. The Free Press, Glencoe, Illinois.
  • Binns, C. (2007). Childhood and adolescence nutrition. In J. Mann & A. S. Truswell (Eds.), Essentials of human nutrition (pp. 523-540). New York: Oxford Press.
  • Borzekowski, D. L., & Robinson, T. N. (2001). The 30-second effect: An experiment revealing the impact of television commercials on food preferences of preschoolers. Journal of the American Dietetic Association, 101(1), 42-46.
  • Byrd-Bredbenner C, Grasso D. (1999). A comparative analysis of television food advertisements and current dietary recommendations. American Journal of Health Studies, 15(4), 169-180
  • Campbell, A. J. (1999). Self-regulation and the media. Federal Communications Law Journal, 51, 711-771.
  • Carter, O. B. (2006). The weight issue of Australian television food advertising and childhood obesity. Health Promotion Journal of Australia, 17(1), 5-11.
  • Centers for Disease Control and Prevention. (2007). Overweight and Obesity: Defining Overweight and Obesity. Retrieved February 15, 2007, from Centers for Disease Control and Prevention: http://www.cdc.gov/nccdphp/dnpa/obesity/defining.htm
  • Cline, K. P., Spradlin, T. E., & Plucker, J. A. (2005). Childhood obesity in Indiana: A growing public concern. Bloomington: Center for Evaluation & Education Policy.
  • Committee on Food Marketing and the Diets of Children and Youth, I. o. (2006). Food marketing to children and youth: Threat or opportunity? Washington, DC: National Academies Press.
  • Cross, G. (2002). Valves of desire: A historian's perspective on parents, children, and marketing. Journal of Consumer Research, 29(3), 441-447.
  • Dietary Reference Intakes. Institute of Medicine. Retrieved February 4, 2008, from http://www.iom.edu/CMS/3788/4574/45105.aspx.
  • Doak, C. M., Visscher, T. L., Renders, C. M., & Seidell, J. C. (2006). The prevention of overweight and obesity in children and adolescents: a review of interventions and programmes. Obesity Reviews 7 (1), 111-136.
  • Endres, J. B., Mense, C. G., & Rockwell, R. E. (2004). Food, nutrition, and the young child. Columbus, Ohio: Pearson-Merill Prentice Hall.
  • Flegal, K. M., Tabak, C. J., & Ogden, C. L. (2006). Overweight in children: definitions and interpretation. Health Education Research, 21(6), 755-760.
  • Gantz, W., Schwartz, N., Angelini, J., &Rideout, V. (2007). Food for thought: Television food advertisement to children in the United States. Kaiser Family Foundation.
  • Gorn, G. J., & Goldberg, M. E. (1982).Behavioral evidence of the effects of televised food messages on children. Journal of Consumer Research, 9, 200 –205.
  • Harper, M. G. (2006). Childhood obesity: Strategies for prevention. Family, Community Health, 29(4), 288-298.
  • Harrison, K. (2005). Is "fat free" good for me? A panel study of television viewing and children's nutritional knowledge and reasoning. Health Communication, 17(2), 117-132.
  • Harrison, K., & Marske, A. L. (2005). Nutritional content of foods advertised during the television programs children watch most. American Journal of Public Health, 95(9), 1568-1574.
  • Huston, A. C., Zillman, D., & Bryant, J. (1994). Media influence, public policy, and the family. In A. C. Huston, D. Zillman, & J. Bryant (Eds.), Media, children, and the family: Social scientific, psychodynamic, and clinical perspectives (pp. 3-18). Hillsdale, New Jersey: Lawrence Erlbaum Associates.
  • Institute of Medicine of the National Academies. (2006). Food marketing to children and youth. (M. J. McGinnis, J. Gootman, & V. I. Kraak, Eds.) Washington, D.C.: The National Academies Press.
  • Institute of Medicine of the National Academies. (2005). Preventing childhood obesity: Health in the balance. (J. P. Koplan, C. T. Liverman, & V. I. Kraak, Eds.) Washington, D.C.: The National Academies Press.
  • Kleinman, R. E. (Ed.). (2004). Pediatric nutrition handbook (5th ed.). Elk Grove Village, IL: American Academy of Pediatrics.
  • Kunkel, D., & Gantz, W. (1992). Children's television advertising in the multichannel environment. Journal of Communication, 42(3), 134-152.
  • Kuribayashi, A., Roberts, M. C., & Johnson, R. J. (2001). Actual nutritional information of products advertised to children and adults on saturday. Children's Health Care, 30 (4), 309-322.
  • Lazar, B. A. (1994). Under the influence: an analysis of children's television regulation. Social Work, 39(1), 67-74. Lemish, D. (2007). Children and television: A global perspective. Malden, MA: Blackwell Publishing.
  • Livingstone, S. (2005). Assessing the research base for the policy debate over the effects of food advertisements to children. International Journal of Advertising, 24(3), 273-293.
  • Lobstein, T., & Dibb, S. (2005). Evidence of a possible link between obesogenic food advertising and child overweight. Obesity Reviews, 6, 203-208.
  • Menu Planning in the School Breakfast Program by the United States Department of Agriculture. Retrieved October 23, 2006, from http://www.fns.usda.gov/cnd/breakfast/Menu/sbp-menu-planning.htm
  • Minow, N. N., & LaMay, C. L. (1995). Abandoned in the wasteland: Children, television and the first amendment. New York: Hill and Wang.
  • NAB. (1975). Children's television advertising guidelines. National Association of Broadcasters News, 8(10).
  • National Advertising Review Council. (2004). Guidance for food advertising self-regulation: An historical overview of the investigation of food nutrition and weight loss advertising of the Children's Advertising Review Unit (CARU) and the National Advertising Division (NAD). Retrieved January 18, 2007, from http://www.narcpartners.org/reports/NARC_White_Paper_6-1-04.pdf
  • Ogden, C. L., Carroll, M. D., Curtin, L. R., McDowell, M. A., Tabak, C. J., &Flegal, K. M. (2006). Prevalence of overweight and obesity in the United States, 1999-2004. JAMA, 295(13), 1549-1555.
  • Robinson, T. N. (1999). Reducing children's television viewing to prevent obesity: A randomized controlled trial. JAMA, 282(16), 1561-1567.
  • Ruskin, G. (2004, 02 27). Support global ban on junk food marketing to children. Retrieved May 14, 2007, from Commercial Alert: http://www.commercialalert.org/news/archive/2004/02/support-global-ban-on-junk-foodmarketing-to-children.
  • Samour, P. Q., King, K. (2005) Handbook of pediatric nutrition (3rd ed.) Sudbury, MA: Jones & Bartlett
  • Severin, W. J., & Tankard, J. W. (2001). Communication theories: Origins, methods and uses in the mass media. New York: Longman.
  • Signorielli, N., & Staples, J. (1997). Television and children's conceptions of nutrition. Health Communication, 9(4), 289-30
  • Stanton, R., & Hills, A. (2004). A matter of fat: Understanding and overcoming obesity in kids. Sydney: UNSW Press.
  • Story, M., & French, S. (2004). Food advertising and marketing directed at children and adolescents in the US. International Journal of Behavioral Nutrition and Physical Activity, 1(3). Retrieved December 12, 2007, from http://www.ijbnpa.org/content/1/1/3.
  • The School Breakfast Program Fact Sheet by the United States Department of Agriculture. (July, 2007). Retrieved October 12, 2007 from http://www.fns.usda.gov/cnd/breakfast/
  • USDA Center for Nutrition Policy and Promotion. (2005). MyPyramid Food Intake Pattern Calorie Levels [Brochure]. Retrieved December 15, 2007, from http://mypyramid.gov/downloads/MyPyramid_Calorie_Levels.pdf
  • USFDA (2004). How to understand and use the nutrition facts label. Retrieved December 15, 2007, from http://www.fda.gov/Food/IngredientsPackagingLabeling/LabelingNutrition/ucm274593.htm
  • USFDA (2006). Eating healthier and feeling better using the Nutrition Facts Label. Retrieved December 15, 2007, from http://www.fda.gov/downloads/Food/IngredientsPackagingLabeling/UCM275412.pdf.
  • USDHHS & USDA. (2005). Dietary guidelines for Americans. Retrieved January 12, 2008, from www.healthierus.gov/dietaryguidelines.
  • Valkenburg, P. M. (2004). Children's responses to the screen: A media physiological approach. Mahwah, New Jersey: Lawrence Erlbaum Associates.
  • Van Evra, J. (2004). Television and child development. Mahwah, New Jersey: Lawrence Erlbaum Associates.
  • Wardley, B. L., Puntis, J. W., &Taitz, J. L. (1997). Handbook of child nutrition (2nd ed.). Oxford; New York: Oxford University Press.
  • Whitley, E., N. &Rolfes, S., R., (2002). Understanding nutrition (9th ed.). Belmont, CA: Wadsworth/Thomson Learning.
  • WHO. (2006, September). Obesity and Overweight. Retrieved March 21, 2007, from http://www.who.int/mediacentre/factsheets/fs311/en/index.html.
  • Wootan, M. G. (2003, November 10). Center for Science in Public Interest. Retrieved April 2, 2007, from Nutrition Action Healthletter: http://cspinet.org/new/pdf/margo_pestering_parents_statement

A Content Analysis on the Nutritional Portrait of the Breakfast Cereal Television Advertisements

Year 2013, Volume: 28 Issue: 28-2, 408 - 428, 01.06.2013

Volkan Şahin

Abstract

Çocukluk obezitesi gelişmiş ve gelişmekte olan ülkelerde yaşayan milyonlarca çocuğu etkilemeye devam etmektedir. Araştırmalar, obeziteye temel oluşturan faktörlerden birinin televizyonda yayınlanan çocuklara yönelik yiyecek/içecek reklamları olduğunu göstermiştir. Özellikle Amerika Birleşik Devletleri gibi çocukluk obesitesinin yaygın olduğu ülkelerde, toplum baskısının sonucu olarak çocuklara yönelik yiyecek reklamlarının düzenlenmesi gündeme gelmiştir. Bu araştırmada Birleşik Devletler televizyonlarında yayınlanan 1600 saatten fazla program içeriğinden ayıklanan mısır gevreği reklamlarının çocuklara sunduğu yiyecek maddelerinin besin değerleri analiz edilmiştir. Mısır gevreği reklamlarının seçilmesinin sebebi bu reklamların içeriklerinde sağlıklı ve dengeli bir sabah kahvaltısını göstermek zorunda olmalarıdır. Sonuçlar bu reklamlarda görülen sağlıklı kahvaltıların kalori değerlerinin olması gerekenden çok yüksek olduklarını göstermiştir. Bulgular çocuklara yönelik yiyecek içecek reklamlarının içeriklerinde yer alan sözde sağlıklı imajların çocuk obezitesinin önlenmesine katkısının olmadığına işaret etmektedir. Araştırmanın bir amacı da çocukluk obezitesinin önlenmesi konusunda okul öncesi öğretmenlerine televizyon reklamlarının içeriklerinin aileler ve çocuklar tarafından anlaşılması konusunda düşen büyük sorumluluğa dikkat çekmektir.

Keywords

Çocukluk obezitesi yiyecek reklamları medya okur-yazarlığı.

References

  • American Academy of Pediatrics. (2006). Active healthy living: Prevention of childhood obesity through increased physical activity. Pediatrics 117(5), 1834-1842.
  • American Academy of Pediatrics, Committee on Nutrition. (2003). Prevention of Pediatric Overweight and Obesity. Pediatrics, 112(2), 434-430.
  • American Obesity Association. (2002). Childhood obesity. Retrieved December 14, 2006, from American Obesity Association: http://www.obesity.org/subs/childhood/causes.shtml
  • Babbie, E. (2007). The practice of social research. 11th ed., California: Thomson Wadsworth
  • Barkus, E. F. (1981). The nature of television advertisement to children. In E. L. Palmer, & A. Dorr (Eds.), Children and the faces of television. New York: Academic Press.
  • Berelson, B. (1952). Content analysis in communication research. The Free Press, Glencoe, Illinois.
  • Binns, C. (2007). Childhood and adolescence nutrition. In J. Mann & A. S. Truswell (Eds.), Essentials of human nutrition (pp. 523-540). New York: Oxford Press.
  • Borzekowski, D. L., & Robinson, T. N. (2001). The 30-second effect: An experiment revealing the impact of television commercials on food preferences of preschoolers. Journal of the American Dietetic Association, 101(1), 42-46.
  • Byrd-Bredbenner C, Grasso D. (1999). A comparative analysis of television food advertisements and current dietary recommendations. American Journal of Health Studies, 15(4), 169-180
  • Campbell, A. J. (1999). Self-regulation and the media. Federal Communications Law Journal, 51, 711-771.
  • Carter, O. B. (2006). The weight issue of Australian television food advertising and childhood obesity. Health Promotion Journal of Australia, 17(1), 5-11.
  • Centers for Disease Control and Prevention. (2007). Overweight and Obesity: Defining Overweight and Obesity. Retrieved February 15, 2007, from Centers for Disease Control and Prevention: http://www.cdc.gov/nccdphp/dnpa/obesity/defining.htm
  • Cline, K. P., Spradlin, T. E., & Plucker, J. A. (2005). Childhood obesity in Indiana: A growing public concern. Bloomington: Center for Evaluation & Education Policy.
  • Committee on Food Marketing and the Diets of Children and Youth, I. o. (2006). Food marketing to children and youth: Threat or opportunity? Washington, DC: National Academies Press.
  • Cross, G. (2002). Valves of desire: A historian's perspective on parents, children, and marketing. Journal of Consumer Research, 29(3), 441-447.
  • Dietary Reference Intakes. Institute of Medicine. Retrieved February 4, 2008, from http://www.iom.edu/CMS/3788/4574/45105.aspx.
  • Doak, C. M., Visscher, T. L., Renders, C. M., & Seidell, J. C. (2006). The prevention of overweight and obesity in children and adolescents: a review of interventions and programmes. Obesity Reviews 7 (1), 111-136.
  • Endres, J. B., Mense, C. G., & Rockwell, R. E. (2004). Food, nutrition, and the young child. Columbus, Ohio: Pearson-Merill Prentice Hall.
  • Flegal, K. M., Tabak, C. J., & Ogden, C. L. (2006). Overweight in children: definitions and interpretation. Health Education Research, 21(6), 755-760.
  • Gantz, W., Schwartz, N., Angelini, J., &Rideout, V. (2007). Food for thought: Television food advertisement to children in the United States. Kaiser Family Foundation.
  • Gorn, G. J., & Goldberg, M. E. (1982).Behavioral evidence of the effects of televised food messages on children. Journal of Consumer Research, 9, 200 –205.
  • Harper, M. G. (2006). Childhood obesity: Strategies for prevention. Family, Community Health, 29(4), 288-298.
  • Harrison, K. (2005). Is "fat free" good for me? A panel study of television viewing and children's nutritional knowledge and reasoning. Health Communication, 17(2), 117-132.
  • Harrison, K., & Marske, A. L. (2005). Nutritional content of foods advertised during the television programs children watch most. American Journal of Public Health, 95(9), 1568-1574.
  • Huston, A. C., Zillman, D., & Bryant, J. (1994). Media influence, public policy, and the family. In A. C. Huston, D. Zillman, & J. Bryant (Eds.), Media, children, and the family: Social scientific, psychodynamic, and clinical perspectives (pp. 3-18). Hillsdale, New Jersey: Lawrence Erlbaum Associates.
  • Institute of Medicine of the National Academies. (2006). Food marketing to children and youth. (M. J. McGinnis, J. Gootman, & V. I. Kraak, Eds.) Washington, D.C.: The National Academies Press.
  • Institute of Medicine of the National Academies. (2005). Preventing childhood obesity: Health in the balance. (J. P. Koplan, C. T. Liverman, & V. I. Kraak, Eds.) Washington, D.C.: The National Academies Press.
  • Kleinman, R. E. (Ed.). (2004). Pediatric nutrition handbook (5th ed.). Elk Grove Village, IL: American Academy of Pediatrics.
  • Kunkel, D., & Gantz, W. (1992). Children's television advertising in the multichannel environment. Journal of Communication, 42(3), 134-152.
  • Kuribayashi, A., Roberts, M. C., & Johnson, R. J. (2001). Actual nutritional information of products advertised to children and adults on saturday. Children's Health Care, 30 (4), 309-322.
  • Lazar, B. A. (1994). Under the influence: an analysis of children's television regulation. Social Work, 39(1), 67-74. Lemish, D. (2007). Children and television: A global perspective. Malden, MA: Blackwell Publishing.
  • Livingstone, S. (2005). Assessing the research base for the policy debate over the effects of food advertisements to children. International Journal of Advertising, 24(3), 273-293.
  • Lobstein, T., & Dibb, S. (2005). Evidence of a possible link between obesogenic food advertising and child overweight. Obesity Reviews, 6, 203-208.
  • Menu Planning in the School Breakfast Program by the United States Department of Agriculture. Retrieved October 23, 2006, from http://www.fns.usda.gov/cnd/breakfast/Menu/sbp-menu-planning.htm
  • Minow, N. N., & LaMay, C. L. (1995). Abandoned in the wasteland: Children, television and the first amendment. New York: Hill and Wang.
  • NAB. (1975). Children's television advertising guidelines. National Association of Broadcasters News, 8(10).
  • National Advertising Review Council. (2004). Guidance for food advertising self-regulation: An historical overview of the investigation of food nutrition and weight loss advertising of the Children's Advertising Review Unit (CARU) and the National Advertising Division (NAD). Retrieved January 18, 2007, from http://www.narcpartners.org/reports/NARC_White_Paper_6-1-04.pdf
  • Ogden, C. L., Carroll, M. D., Curtin, L. R., McDowell, M. A., Tabak, C. J., &Flegal, K. M. (2006). Prevalence of overweight and obesity in the United States, 1999-2004. JAMA, 295(13), 1549-1555.
  • Robinson, T. N. (1999). Reducing children's television viewing to prevent obesity: A randomized controlled trial. JAMA, 282(16), 1561-1567.
  • Ruskin, G. (2004, 02 27). Support global ban on junk food marketing to children. Retrieved May 14, 2007, from Commercial Alert: http://www.commercialalert.org/news/archive/2004/02/support-global-ban-on-junk-foodmarketing-to-children.
  • Samour, P. Q., King, K. (2005) Handbook of pediatric nutrition (3rd ed.) Sudbury, MA: Jones & Bartlett
  • Severin, W. J., & Tankard, J. W. (2001). Communication theories: Origins, methods and uses in the mass media. New York: Longman.
  • Signorielli, N., & Staples, J. (1997). Television and children's conceptions of nutrition. Health Communication, 9(4), 289-30
  • Stanton, R., & Hills, A. (2004). A matter of fat: Understanding and overcoming obesity in kids. Sydney: UNSW Press.
  • Story, M., & French, S. (2004). Food advertising and marketing directed at children and adolescents in the US. International Journal of Behavioral Nutrition and Physical Activity, 1(3). Retrieved December 12, 2007, from http://www.ijbnpa.org/content/1/1/3.
  • The School Breakfast Program Fact Sheet by the United States Department of Agriculture. (July, 2007). Retrieved October 12, 2007 from http://www.fns.usda.gov/cnd/breakfast/
  • USDA Center for Nutrition Policy and Promotion. (2005). MyPyramid Food Intake Pattern Calorie Levels [Brochure]. Retrieved December 15, 2007, from http://mypyramid.gov/downloads/MyPyramid_Calorie_Levels.pdf
  • USFDA (2004). How to understand and use the nutrition facts label. Retrieved December 15, 2007, from http://www.fda.gov/Food/IngredientsPackagingLabeling/LabelingNutrition/ucm274593.htm
  • USFDA (2006). Eating healthier and feeling better using the Nutrition Facts Label. Retrieved December 15, 2007, from http://www.fda.gov/downloads/Food/IngredientsPackagingLabeling/UCM275412.pdf.
  • USDHHS & USDA. (2005). Dietary guidelines for Americans. Retrieved January 12, 2008, from www.healthierus.gov/dietaryguidelines.
  • Valkenburg, P. M. (2004). Children's responses to the screen: A media physiological approach. Mahwah, New Jersey: Lawrence Erlbaum Associates.
  • Van Evra, J. (2004). Television and child development. Mahwah, New Jersey: Lawrence Erlbaum Associates.
  • Wardley, B. L., Puntis, J. W., &Taitz, J. L. (1997). Handbook of child nutrition (2nd ed.). Oxford; New York: Oxford University Press.
  • Whitley, E., N. &Rolfes, S., R., (2002). Understanding nutrition (9th ed.). Belmont, CA: Wadsworth/Thomson Learning.
  • WHO. (2006, September). Obesity and Overweight. Retrieved March 21, 2007, from http://www.who.int/mediacentre/factsheets/fs311/en/index.html.
  • Wootan, M. G. (2003, November 10). Center for Science in Public Interest. Retrieved April 2, 2007, from Nutrition Action Healthletter: http://cspinet.org/new/pdf/margo_pestering_parents_statement
There are 56 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Volkan Şahin This is me

Publication Date June 1, 2013
Published in Issue Year 2013 Volume: 28 Issue: 28-2

Cite

APA Şahin, V. (2013). A Content Analysis on the Nutritional Portrait of the Breakfast Cereal Television Advertisements. Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 28(28-2), 408-428.