INFLUENCE OF WATCHING ADVERTISEMENTS ON KIDS’ FOOD CHOICES

Abstract

This study aimed to determine the nature, content and duration of advertisements broadcasted during children’s television programs and to understand their influence on children preferences of specific food products. After the advertisements’ content analysis for three days broadcasted on two famous children television channels and one primetime channel, a questionnaire
was constructed based on food products advertised. Data was collected from 150 children aged between 5-15 years. Based on the children’s view obtained from the questionnaire, favorite TV channel asked was compared with the food preferences. This study explored the significant difference between children’s food preference influenced by advertisements on children channel 2 as compared to channel 1 and primetime channel. In conclusion, Channel 2 has more frequent food advertisements which has influenced food choices among children. So, displaying more healthy food advertisements could be a source to educate children in making healthy choices regarding food products and consumer decisions.