A Current Appraisal of Health and Nutrition Related Claims in Indian Childrens Television Food Advertisements
This article reports a content analysis of health-and nutrition-related claims used in food advertisements in popular childrens television channels of India. The authors analyzed 793 food ads ran for a total duration of 20,260 seconds in a span of 7 days in two television channels. Their research shows that nutrient content claims (i.e., ones that focus on a specific nutrient component such as ¡°low in fat¡±) are the most predominantly used, followed by general nutrition claims, structure/ functional claims, and healthy claims. The least used category is health claims, in which the advertised food is linked to reduced risk of a disease or health problem. Researchers analysis suggests that healthy foods are not advertised nearly as much as unhealthy foods, which continue to be a major public health concern. This seems to suggest a pressing need for marketing promotions that focus on healthier food options, particularly targeting vulnerable populations such as children.
Year of publication: |
2014
|
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Authors: | Maheshwar, Mekam ; Vijayapushpam T. ; Rao, Sylvia Fernandez |
Published in: |
Journal of Social Science Studies. - Macrothink Institute. - Vol. 1.2014, 2, p. 125-135
|
Publisher: |
Macrothink Institute |
Subject: | Children | Television | Food advertisements | HNR claims |
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