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Content Analysis of Food Advertising Directed at Korean Children
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 Title & Authors
Content Analysis of Food Advertising Directed at Korean Children
Kim, Sora; Han, Eun-Jin;
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 Abstract
Children have become the target of intense and specialized food advertising efforts. This study examines the content of TV food advertising and discussed possible concerns from the perspective of children. A total of 102 ads were collected from two cable networks aimed at children. Most of the food ads used emotional appeals and did not provide information clues such as nutrition values. Ads with high sales pressure and celebrity endorsements appeared frequently and the ads for snack foods and high-carbohydrate bakery products were dominant. Understanding food ads can be a significant indicator to establish the orientation of consumer ad education and build educational programs appropriate for children. The issue that appears conspicuous in child targeted advertising and marketing is the childhood obesity and food advertising relation; subsequently, there is a need to evolve advertising that targets children into a positive educational information source.
 Keywords
food advertising;informativeness;children;healthfulness;
 Language
English
 Cited by
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