TY - JOUR

T1 - Do television food advertisements portray advertised foods in a 'healthy' food context?

AU - Adams, Jean

AU - Tyrrell, Rachel

AU - White, Martin

PY - 2011/3

Y1 - 2011/3

N2 - Exposure to food promotion influences food preferences and diet. As food advertisements tend to promote 'less healthy' products, food advertising probably plays some role in the 'obesity epidemic'. Amid calls for increased regulation, food manufacturers are beginning to engage in a variety of health-promoting marketing initiatives. Positioning products in the context of a 'healthy', balanced diet in television advertisements is one such initiative. We explored whether the wider food context in which foods are advertised on television are 'healthier' than the advertised foods themselves. All foods shown in food advertisements broadcast during 1 week on one commercial UK channel were identified and classified as 'primary' (i.e. the focus of advertisements) or 'incidental'. The nutritional content of all foods was determined and that of primary and incidental foods were compared. Almost two-thirds of food advertisements did not include any incidental foods. When a wider food context was present, this tended to be 'healthier' than the primary foods that were the focus of food advertisements - particularly in terms of the food groups represented. It is not yet clear what effect this may have on consumers' perceptions and behaviour, and whether or not this practice should be encouraged or discouraged from a public health perspective.

AB - Exposure to food promotion influences food preferences and diet. As food advertisements tend to promote 'less healthy' products, food advertising probably plays some role in the 'obesity epidemic'. Amid calls for increased regulation, food manufacturers are beginning to engage in a variety of health-promoting marketing initiatives. Positioning products in the context of a 'healthy', balanced diet in television advertisements is one such initiative. We explored whether the wider food context in which foods are advertised on television are 'healthier' than the advertised foods themselves. All foods shown in food advertisements broadcast during 1 week on one commercial UK channel were identified and classified as 'primary' (i.e. the focus of advertisements) or 'incidental'. The nutritional content of all foods was determined and that of primary and incidental foods were compared. Almost two-thirds of food advertisements did not include any incidental foods. When a wider food context was present, this tended to be 'healthier' than the primary foods that were the focus of food advertisements - particularly in terms of the food groups represented. It is not yet clear what effect this may have on consumers' perceptions and behaviour, and whether or not this practice should be encouraged or discouraged from a public health perspective.

KW - Advertising as Topic

KW - Consumer Behavior

KW - Diet

KW - Food

KW - Food Preferences

KW - Great Britain

KW - Health Promotion

KW - Humans

KW - Nutritive Value

KW - Obesity

KW - Television

U2 - 10.1017/S0007114510004435

DO - 10.1017/S0007114510004435

M3 - Journal article

C2 - 21078214

VL - 105

SP - 810

EP - 815

JO - British Journal of Nutrition

JF - British Journal of Nutrition

SN - 0007-1145

IS - 6

ER -