Targeting Children in the Cereal Aisle: Promotional Techniques and Content Features on Ready-to-Eat Cereal Product Packaging

被引:24
作者
Page, Randy [1 ]
Montgomery, Katie [1 ]
Ponder, Andrea [1 ]
Richard, Amanda [1 ]
机构
[1] Brigham Young Univ, Dept Hlth Sci, Provo, UT 84604 USA
关键词
D O I
10.1080/19325037.2008.10599050
中图分类号
R1 [预防医学、卫生学];
学科分类号
1004 ; 120402 ;
摘要
Background: Despite recent and heightened concern about the marketing of food to children as a health issue, there is little previous research describing the product packaging characteristics of specific products intensely marketed to children. Purpose: In order to better understand food marketing tactics targeting children, the purpose of this study was to examine the promotional techniques and content features of ready-to-eat (RTE) cereal packages. Methods: A content analysis of 122 cereal product packages assessed front panel characteristics, premium offers, cross-promotions, activity features, characters and celebrities, web sites, and other content features. Results: It was observed that cereal packaging contains a wide variety of features likely to enhance the impulsivity of children to choose a particular product at the point-of-sale (e.g., children's characters, appears ready-to-eat, games and other fun activities). Discussion: The product packaging practices of food companies selling high sugar products, including presweetened cereals, is one area that needs serious examination in setting forth public policy measures surrounding the issue of food marketing to children. Translation to Health Education Practice: These findings are useful in the context of the planning of health education and public policy interventions which aim to reduce children's (and their parents') susceptibility to aggressive food marketing tactics.
引用
收藏
页码:272 / 282
页数:11
相关论文
共 35 条
  • [1] Ready-to-eat cereal consumption: Its relationship with BMI and nutrient intake of children aged 4 to 12 years
    Albertson, A
    Anderson, GH
    Crockett, S
    Goebel, MT
    [J]. JOURNAL OF THE AMERICAN DIETETIC ASSOCIATION, 2003, 103 (12) : 1613 - 1619
  • [2] [Anonymous], 2006, FOOD MARK CHILDR YOU
  • [3] Center for Science in the Public Interest, 2003, PEST PAR FOOD CO MAR
  • [4] The extent and nature of food promotion directed to children in Australian supermarkets
    Chapman, Kathy
    Nicholas, Penny
    Banovic, Debbie
    Supramaniam, Rajah
    [J]. HEALTH PROMOTION INTERNATIONAL, 2006, 21 (04) : 331 - 339
  • [5] Connor J. M., 1999, Agribusiness (New York), V15, P247, DOI [10.1002/(SICI)1520-6297(199921)15:2<247::AID-AGR9>3.3.CO
  • [6] 2-#, 10.1002/(SICI)1520-6297(199921)15:2&lt
  • [7] 247::AID-AGR9&gt
  • [8] 3.0.CO
  • [9] 2-8]
  • [10] ENVIRONMENTAL-INFLUENCES ON CHILDRENS EATING
    CROCKETT, SJ
    SIMS, LS
    [J]. JOURNAL OF NUTRITION EDUCATION, 1995, 27 (05): : 235 - 249