Television advertising exposure and children’s nutritional awareness
Alan R. Wiman, Larry M. Newman
Journal of the Academy of Marketing Science · 1989 · Volume 17 · Issue 2
Abstract
The nutritional implications of children’s advertising has bean an issue of interest for nearly two decades. This study examines the relationship between the amount of a child’s exposure to television commercials and a child’s nutritional awareness. Nutritional awareness is measured by tests for nutritional knowledge and level of understanding of nutritional phraseology. The results indicate that exposure to television advertising during times characterized by a high proportion of child-oriented commercials is associated with lower scores on nutritional knowledge and understanding of nutritional phraseology. This relationship was not found for times characterized by a mixture of child- and nonchild-oriented advertising. Exposure to nonchild-oriented commercials was found to correlate with higher nutritional knowledge scores. The implications of these findings are discussed.
Keywords
Television Viewing, Federal Trade Commission, Nutritional Knowledge, Television Advertising, Television Commercial
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