In the 21st century, as communication increasingly reaches technological dimensions, children have become consumers. Especially in recent years, advertisements aimed at children have increased the number of child consumers. The number of food advertisements is gradually increasing, as the advertising content that provides the most comfortable guidance for children is food.
Advertisements targeting children are generally directed at children over the age of 8. Because children under the age of 8 may not fully understand these advertisements. Younger children may not understand what these ads are trying to persuade them to do. That's why they give more passive feedback to these advertisements.
In advertisements made for children; The concepts of subliminal advertising techniques and selectivity in perception are taken into consideration. In addition to hidden shapes, texts or sounds in advertisements, body language, colors, symbols, metonymy and metaphors to describe them also support the message to be conveyed.
If we look at a few studies on the effects of advertisements on nutritional behavior in children;
In a study conducted in Peru, 38 primary school children (6-11 years old) and their parents were included in the study. First, detailed information was collected from 38 parents about their nutritional habits and TV viewing time by applying a survey and face-to-face interviews. According to the data, it has been seen that children watch too much TV. Bottom line: This large amount of TV exposure has revealed that when children watch TV commercials featuring food items, they want the food seen on TV and are able to buy food for themselves. Foods generally requested were chocolate, candy or potato chips.
Another study aimed to reveal the relationship between food and beverage advertisements aimed at children and the presence of obesity in these children. It was carried out in the first semester of the 2016-2017 academic year in two primary schools in Eskişehir. 45 students aged 7-10 took part in the study. Face-to-face interview was used as the method. To determine the connections children make with objects, "What comes to your mind when you think of snacks?" The question was asked and they were asked to draw with free associations. Bee was requested. No guidance was given to the children. The aim here is to determine what children associate with snacks and their relationship with their health. Children were asked to draw 5 snacks each. Pictures are categorized. Then, the participating children were shown commercials in four different categories (healthy - unhealthy foods/drinks) and were asked, "What comes to your mind when you hear the word 'snack'?" The question was asked again. As a result: The fact that the majority of children have pictures of unhealthy food and beverages in both cases supports the linear relationship between advertising and obesity.
In summary; Children are especially affected by advertisements for unhealthy foods. The duration of children's exposure to these advertisements is parallel to their tendency towards these foods. It has been concluded that there may be an increase in the consumption of foods with a high number of advertisements watched and thus an indirect risk of obesity. Therefore, children's TV viewing time and the quality of the programs watched should be monitored and restrictions should be made when necessary.
So, if we ask what can be done; Instead of currently advertising unhealthy foods in the media, when it supports quality and healthy foods with popular characters that children love, trust, and approach as their friends, it can help children acquire healthy eating habits by promoting healthy food products, and this approach can change this negative outcome.
Read: 0
