Children's recall of fast food television advertising-testing the adequacy of food marketing regulation

In the United States, the fast food companies McDonald's and Burger King participate in marketing self-regulation programs that aim to limit emphasis on premiums and promote emphasis of healthy food choices. We determine what children recall from fast food television advertisements aired by the...

Full description

Saved in:
Bibliographic Details
Published in:PloS one 2015-03, Vol.10 (3), p.e0119300-e0119300
Main Authors: Bernhardt, Amy M, Wilking, Cara, Gilbert-Diamond, Diane, Emond, Jennifer A, Sargent, James D
Format: Article
Language:English
Subjects:
Adequacy
Adult
Advertisements
Advertising
Advertising as Topic - legislation & jurisprudence
Apples
Cancer
Child
Child, Preschool
Children
Children & youth
Childrens television
Confidence intervals
Convenience foods
Cotton
Cotton, Norris
Councils
Fast food
Fast food industry
Fast Foods - economics
Female
Food
Food industry
Food Industry - economics
Food Industry - legislation & jurisprudence
Government Regulation
Humans
Laws, regulations and rules
Male
Marketing
Meals
Medicine
Mental Recall
Milk
Obesity
Pediatrics
Public health
Recall
Regulation
Restaurant industry
Restaurants
Television
Television advertising
Television programming
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:In the United States, the fast food companies McDonald's and Burger King participate in marketing self-regulation programs that aim to limit emphasis on premiums and promote emphasis of healthy food choices. We determine what children recall from fast food television advertisements aired by these companies. One hundred children aged 3-7 years were shown McDonald's and Burger King children's (MDC & BKC) and adult (MDA & BKA) meal ads, randomly drawn from ads that aired on national US television from 2010-11. Immediately after seeing the ad, children were asked to recall what they had seen and transcripts evaluated for descriptors of food, healthy food (apples or milk), and premiums/tie-ins. Premiums/tie-ins were common in children's but rarely appeared in adult ads, and all children's ads contained images of healthy foods (apples and milk). Participants were significantly less likely to recall any food after viewing the children's vs. the adult ad (MDC 32% [95% confidence interval 23, 41] vs. MDA 68% [59, 77]) p
ISSN:1932-6203
1932-6203
DOI:10.1371/journal.pone.0119300