Television food advertising towards children : a content analysis of the Singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements
Food advertising has been recognized as one of the contributing factors to rising childhood obesity. This study aims to examine food and beverage (F&B) advertising as well as persuasion strategies in health communication in the form of pro-nutritional advertisements, in the context of children’s...
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sg-ntu-dr.10356-1001492020-09-27T20:12:51Z Television food advertising towards children : a content analysis of the Singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements Lim, Glenn Yin De. Lin, Jieying. Tang, Shuxia. Chen, Wendy Jin Jing. May Oo Lwin Wee Kim Wee School of Communication and Information DRNTU::Business::Advertising DRNTU::Social sciences::Journalism::Broadcast journalism Food advertising has been recognized as one of the contributing factors to rising childhood obesity. This study aims to examine food and beverage (F&B) advertising as well as persuasion strategies in health communication in the form of pro-nutritional advertisements, in the context of children’s television viewing. In Study One, we mapped out the food advertising landscape by content analyzing F&B advertisements (ads) across six television channels over two weeks in Singapore. Results show that there is a disproportionately large quantity of junk F&B ads and no pro-nutritional advertisement (PNA) by health authorities on Singapore television. In Study Two, an experiment was conducted on 364 children aged 10-13 years old to investigate the effects of message order and time delay on a combination of PNA and F&B ads in influencing children’s food consumption intention. Two-way ANOVA tests reveal that the optimal placement of PNA is when the PNA is placed after F&B ads in the presence of time delay. Children exposed to this condition chose significantly lower amount of total food items and unhealthy food items as compared to other conditions. Results indicated that message order and time delay are pertinent factors in determining the effectiveness of the PNA in moderating the negative effects of F&B ads. Implications on advertising regulations and health promotion are discussed. Bachelor of Communication Studies 2011-02-08T03:03:36Z 2019-12-06T20:17:29Z 2011-02-08T03:03:36Z 2019-12-06T20:17:29Z 2010 2010 Final Year Project (FYP) Lim, G. Y. D., Lin, J., Tang, S., & Chen, W. J. J. (2010). Television Food Advertising Towards Children : a Content Analysis of the Singapore Advertising Landscape and Experimental Study on the Placement of Pro-nutritional Advertisements. Final year project report, Nanyang Technological University. https://hdl.handle.net/10356/100149 http://hdl.handle.net/10220/6713 en Nanyang Technological University 103 p. application/pdf |
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DRNTU::Business::Advertising DRNTU::Social sciences::Journalism::Broadcast journalism Lim, Glenn Yin De. Lin, Jieying. Tang, Shuxia. Chen, Wendy Jin Jing. Television food advertising towards children : a content analysis of the Singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements |
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Food advertising has been recognized as one of the contributing factors to rising childhood obesity. This study aims to examine food and beverage (F&B) advertising as well as persuasion strategies in health communication in the form of pro-nutritional advertisements, in the context of children’s television viewing. In Study One, we mapped out the food advertising landscape by content analyzing F&B advertisements (ads) across six television channels over two weeks in Singapore. Results show that there is a disproportionately large quantity of junk F&B ads and no pro-nutritional advertisement (PNA) by health authorities on Singapore television. In Study Two, an experiment was conducted on 364 children aged 10-13 years old to investigate the effects of message order and time delay on a combination of PNA and F&B ads in influencing children’s food consumption intention. Two-way ANOVA tests reveal that the optimal placement of PNA is when the PNA is placed after F&B ads in the presence of time delay. Children exposed to this condition chose significantly lower amount of total food items and unhealthy food items as compared to other conditions. Results indicated that message order and time delay are pertinent factors in determining the effectiveness of the PNA in moderating the negative effects of F&B ads. Implications on advertising regulations and health promotion are discussed. |
author2 |
May Oo Lwin |
author_facet |
May Oo Lwin Lim, Glenn Yin De. Lin, Jieying. Tang, Shuxia. Chen, Wendy Jin Jing. |
format |
Final Year Project |
author |
Lim, Glenn Yin De. Lin, Jieying. Tang, Shuxia. Chen, Wendy Jin Jing. |
author_sort |
Lim, Glenn Yin De. |
title |
Television food advertising towards children : a content analysis of the Singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements |
title_short |
Television food advertising towards children : a content analysis of the Singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements |
title_full |
Television food advertising towards children : a content analysis of the Singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements |
title_fullStr |
Television food advertising towards children : a content analysis of the Singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements |
title_full_unstemmed |
Television food advertising towards children : a content analysis of the Singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements |
title_sort |
television food advertising towards children : a content analysis of the singapore advertising landscape and experimental study on the placement of pro-nutritional advertisements |
publishDate |
2011 |
url |
https://hdl.handle.net/10356/100149 http://hdl.handle.net/10220/6713 |
_version_ |
1681059786935762944 |