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How much of television advertising is for food products? Studies have shown that between 35% and 45% of all commercials on children's television are for food, most of it unhealthy. One study showed that on Saturday morning children's television, the proportion of food ads is even higher than at other times because advertisers know kids are watching then. 78% of the ads during this time slot are for food. (see this study) Another study found that 91% of foods advertised to children are high in fat, sugar and/or salt. (see this study) These heavily-advertised foods not only contribute to obesity, but researchers note that they may also contribute to cavities and other dental problems. Given that children are seeing a lot of food ads, what are these ads like?
What do these ads look like? Studies have shown that advertisements for unhealthy foods give children unrealistic ideas about them. For example, in one study, researchers found that children's food advertising often contains themes of magic and adventure. Since young children do not understand the difference between fantasy and reality, they may actually believe that eating a certain cereal will give them magical powers. This study also found that the commercials were made cartoon-style and were at a much faster pace than adult food ads. (see this study) These features make the ads more appealing to children, making it harder for children to turn away from them. Further, when commercials are made to look like children’s television shows, it is harder for children to differentiate between the shows and the commercials. Researchers have also found that children's food commercials are misleading. The children eating the unhealthy foods in the ads are most often slim and attractive. Often they are also shown engaging in physical activities. This gives the impression of “healthy living.” Yet if children were to regularly eat the junk food these commercials advertise, their bodies would be less healthy, and they would very likely not be slim. Next: How does media use affect nutrition?
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