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首页> 外文期刊>Journal of health communication >Sugar as part of a balanced breakfast? What cereal advertisements teach children about healthy Eating
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Sugar as part of a balanced breakfast? What cereal advertisements teach children about healthy Eating

机译：糖作为均衡早餐的一部分？谷物广告教孩子如何健康饮食

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Marketing that targets children with energy-dense, nutrient-poor foods is a likely contributor to the childhood obesity crisis. High-sugar ready-to-eat cereals are the packaged food most frequently promoted in child-targeted food advertising on television. The authors combined content analysis of product nutritional quality and messages presented in cereal television advertisements with syndicated data on exposure to those ads. The analysis quantifies children's exposure to specific products and messages that appear in advertisements and compares it with adult exposure. Children viewed 1.7 ads per day for ready-to-eat cereals, and 87% of those ads promoted high-sugar products; adults viewed half as many ads, and ads viewed were equally likely to promote high- and low-sugar cereals. In addition, the messages presented in high-sugar ads viewed by children were significantly more likely to convey unrealistic and contradictory messages about cereal attributes and healthy eating. For example, 91% of high-sugar cereal ads viewed by children ascribed extraordinary powers to these products, and 67% portrayed healthy and unhealthy eating behaviors. Given children's vulnerability to the influence of advertising, the emotional and mixed messages used to promote high-sugar cereals are confusing and potentially misleading.
机译：以高能量，营养不良的食物为目标的儿童的营销可能是导致儿童肥胖症的原因。高糖即食谷物是电视上针对儿童的食品广告中最经常宣传的包装食品。作者将对产品营养质量的内容分析和谷物电视广告中显示的消息与有关这些广告曝光的联合数据相​​结合。该分析量化了儿童对广告中出现的特定产品和消息的曝光量，并将其与成人的曝光量进行比较。儿童每天观看1.7则即食谷物广告，其中87％的广告宣传高糖产品。成人观看的广告数量是广告的一半，而观看的广告同样有可能宣传高糖和低糖谷物。此外，儿童观看的高糖广告中呈现的信息更有可能传达有关谷物属性和健康饮食的不现实和矛盾的信息。例如，儿童观看的高糖谷物广告中有91％赋予了这些产品非凡的力量，而67％的观众则描绘了健康和不健康的饮食行为。鉴于儿童容易受到广告影响，用于宣传高糖谷物的情感和混合信息令人困惑，并可能产生误导。

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