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Frequency of promotional strategies and attention elements in children's food commercials during children's programming blocks on US broadcast networks

Frequency of promotional strategies and attention elements in children's food commercials during... Purpose – The purpose of the current study is to identify the extent to which promotional strategies and attention elements appear in a sample of children's food commercials. Design/methodology/approach – The research was a content analysis study of 147 commercials that examined 20 separate promotional strategies and 20 different attention elements. The sample of commercials included those appearing on five US broadcast networks during children's programming blocks. Findings – Findings show that the most frequently used promotional strategies were the use of jingles/slogans, showing children with the food, and the use of product identification characters. The use of animation, “real children,” and animal characters were the most used attention elements in the commercials. Research limitations/implications – The sample of commercials used in this analysis was obtained from broadcast networks and did not include cable network programming; however, the commercials represent commercials from a wide variety of food products and food product categories. Although not determined empirically, the same commercials appeared to air on the broadcast and cable networks. Practical implications – Health and nutrition educators can draw on this study's findings by applying this information in creating more effective nutrition and health promotion messages designed to counter promotional strategies and attention elements in advertising messages that are addressed in this study. Originality/value – Although specific promotional strategies and attention elements found in children's food commercials have been identified, there have been no studies addressing the frequency of these strategies/elements among a sample of commercials. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers Insight and Ideas for Responsible Marketers Emerald Publishing

Frequency of promotional strategies and attention elements in children's food commercials during children's programming blocks on US broadcast networks

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References (49)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610710780936
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of the current study is to identify the extent to which promotional strategies and attention elements appear in a sample of children's food commercials. Design/methodology/approach – The research was a content analysis study of 147 commercials that examined 20 separate promotional strategies and 20 different attention elements. The sample of commercials included those appearing on five US broadcast networks during children's programming blocks. Findings – Findings show that the most frequently used promotional strategies were the use of jingles/slogans, showing children with the food, and the use of product identification characters. The use of animation, “real children,” and animal characters were the most used attention elements in the commercials. Research limitations/implications – The sample of commercials used in this analysis was obtained from broadcast networks and did not include cable network programming; however, the commercials represent commercials from a wide variety of food products and food product categories. Although not determined empirically, the same commercials appeared to air on the broadcast and cable networks. Practical implications – Health and nutrition educators can draw on this study's findings by applying this information in creating more effective nutrition and health promotion messages designed to counter promotional strategies and attention elements in advertising messages that are addressed in this study. Originality/value – Although specific promotional strategies and attention elements found in children's food commercials have been identified, there have been no studies addressing the frequency of these strategies/elements among a sample of commercials.

Journal

Young Consumers Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Sep 4, 2007

Keywords: Advertising; Marketing; Food products; Children (age groups); Nutrition; Obesity

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