International Journal of Human Ecology

대한가정학회 (The Korean Home Economics Association)
권호 표지
DOI QR코드

DOI QR Code

Content Analysis of Food Advertising Directed at Korean Children

  • Kim, Sora (Division of Social Welfare, Sunchon National University) ;
  • Han, Eun-Jin (Dept. of Environmental Education Sunchon National University)
  • 투고 : 2012.05.16
  • 심사 : 2012.12.17
  • 발행 : 2012.12.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Children have become the target of intense and specialized food advertising efforts. This study examines the content of TV food advertising and discussed possible concerns from the perspective of children. A total of 102 ads were collected from two cable networks aimed at children. Most of the food ads used emotional appeals and did not provide information clues such as nutrition values. Ads with high sales pressure and celebrity endorsements appeared frequently and the ads for snack foods and high-carbohydrate bakery products were dominant. Understanding food ads can be a significant indicator to establish the orientation of consumer ad education and build educational programs appropriate for children. The issue that appears conspicuous in child targeted advertising and marketing is the childhood obesity and food advertising relation; subsequently, there is a need to evolve advertising that targets children into a positive educational information source.

키워드

참고문헌

  1. Alwitt, L. F., Anderson, D. R., Lorch, E. P., & Levin, S. R. (1980). Preschool children's visual attention to attributes of television. Human Communication Research, 7(1), 43-58.
  2. American Dietetic Association (2004). Position of the American Dietetic Association: dietary guidance for healthy children ages 2 to 11 years, Journal of the American Dietetic Association, 104, 660-677. https://doi.org/10.1016/j.jada.2004.01.030
  3. Frence, S. A., Story, M., Neumark-Sztainer, D., Fulkerson, J. A., Hanna, P. (2001). Fast food restaurant use among adolescents: associates with nutrient intake, food choices and behavioral and psychological variables, International Journal of Obesity, 25(12), 1823-1833. https://doi.org/10.1038/sj.ijo.0801820
  4. Gold, M. (2009). Kids watch more than a day of a TV each week. LA Times. Retrieved May 9, 2012. from http://articles.latimes.com/2009/oct/27/entertainment/ et-kids-tv27.
  5. Granger, C., Senauer, B., & Runge, C. F. (2007). Nutritional improvements and student food choices in a school lunch program. Journal of Consumer Affairs, 41(2), 265-284. https://doi.org/10.1111/j.1745-6606.2007.00081.x
  6. Gamble, M. & Cotugna (1999). A quarter century of TV food advertising targeted at children. American Journal of Health Behavior, 23(4), 261-267. https://doi.org/10.5993/AJHB.23.4.3
  7. Hyman, M. R., Tansey, R., & Clark, J. W. (1994). Research on advertising ethics: Past, present, and future, Journal of Advertising, 23(3), 5-15.
  8. Kelly, J. P. (1974). The effects of cognitive development on children's responses to television advertising, Journal of Business Research, 2(4), 409-419. https://doi.org/10.1016/0148-2963(74)90026-5
  9. Kerr, J. J. (2005). Prevention of childhood obesity by reducing soft drinks. International Journal of Obesity, 29(2), 54-57. https://doi.org/10.1038/sj.ijo.0802788
  10. Korea Communications Standards Commission (2010). Provisions of Broadcast Advertising Deliberation.
  11. Korea Food and Drug Administration (2012). Special Act on Safe Food for Children. The National Standards for High-Caloric Foods with Low Nutritional Values. Retrieved Nov. 21, 2012. From http://kfda.go.kr/jsp/ page/decision.jsp
  12. Korean Nutrition Association (2010). Dietary Reference Intakes for Koreans.
  13. Merskin, D. (2002). Boys will be boys: A Content analysis of gender and race in children's advertisements on the Turner Cartoon Network. Journal of Current Issues and Research in Advertising. 24(1), 51- 59.
  14. Nam, K., & Yeo, J. (2005). The Regulation Plan of TV advertising to children consumers: Results from the analysis on the actual condition. The Journal of Home Economics, 43(1), 203-223.
  15. National Advertising Review Council (2009). Self-regulatory program for children's advertising. The Council of Better Business Bureaus, Inc. New York, NY.
  16. Neeley, S. M. & Schumann, D. W. (2004). Using animated spokes-characters in advertising to young children: does increasing attention to advertising necessarily lead to produce preference? Journal of Advertising, 33(3), 7-23.
  17. Park, E. (2004). Korean's consumption psychology: Growing kids market with parental interests. Ad Information, April, 81-86.
  18. Resnik, A., & Stern, B. L. (1977). An Analysis of information content in television advertising. The Journal of Marketing, 41(1), 50-53. https://doi.org/10.2307/1250490
  19. Rhee, K. & Park, S. (1990). Children consumer and advertising. Korean Journal of Advertising, 8(3), 5-22.
  20. Roberts, M., & Pattigrew, S. (2007). A thematic content analysis of children's food advertising, International Journal of Advertising, 26(3), 357-367. https://doi.org/10.1080/02650487.2007.11073018
  21. Son, Y. (1999). Kids marketing. Ad Information, October, 66-70.
  22. Tracy, B. (2010). Fast food restaurants not fighting child obesity. CBS News. Nov. 22, 2010. Retrieved Nov. 19, 2012. from http://www.cbsnews. com/stories/2010/11/08/eveningnews/main7035550.shtml
  23. Schor, J. B. (2005). Born to buy: The commercialized child and the new consumer culture. New York: Simon & Schuster.
  24. Society for People Keeping the Next Generation (2004). The Problems of fast food advertising. Report on TV advertising targeting children.
  25. Today Korea (2010). No more high caloric-low nutritional food ads on TV for children. Retrieved May 9, 2012. from http://www.todaykorea.co.kr/news/articleView. html?idxno=94617
  26. Warren, R., Wicks, J. L., Wicks, R. H., Fosu, I., & Chung, D. (2007). Food and beverage advertising to children on U.S. Television. Journalism & Mass Communication Quarterly, 84(4), 795-810. https://doi.org/10.1177/107769900708400409