A content analysis of appeals in food advertisements for children on online TV streaming
The increasing number of obese children has doubled over the past two decades and represents a major public health problem everywhere in the world. This problem is escalated with easy Internet access, where online TV programming with unrestrained food advertisements are easily available to children...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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School of Media and Communication, Taylor's University Malaysia
2019
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| Online Access: | http://eprints.sunway.edu.my/1764/ http://eprints.sunway.edu.my/1764/1/Belinda%20Fong%20Content%20analysis.pdf |
| _version_ | 1848802129262673920 |
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| author | Fong, Belinda Fong Chong * Izzal, A. Z. |
| author_facet | Fong, Belinda Fong Chong * Izzal, A. Z. |
| author_sort | Fong, Belinda Fong Chong * |
| building | SU Institutional Repository |
| collection | Online Access |
| description | The increasing number of obese children has doubled over the past two decades and represents a major public health problem everywhere in the world. This problem is escalated with easy Internet access, where online TV programming with unrestrained food advertisements are easily available
to children. Recognising the increasing purchasing power of children, food marketers are now focusing on this cohort as a profitable target group. While previous studies have examined food advertisements that target children and how these affect their food choices, this study goes one
step further by identifying major forms of persuasive appeals utilised by the food marketers in such advertisements. Using content analysis to study advertisements targeting children on Internet TV
streaming via children’ channels, this study identified 21 emotional appeals and 15 rational appeals employed by food marketers in their advertisements. The findings of this study show that children are more susceptible to the emotional contents of the advertisements, (where it appeals to the children’s emotional desires) rather than the rational quality of the advertisements (where the logic
of health and nutrition claims are not salient concerns). |
| first_indexed | 2025-11-14T21:18:26Z |
| format | Article |
| id | sunway-1764 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:18:26Z |
| publishDate | 2019 |
| publisher | School of Media and Communication, Taylor's University Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-17642021-05-24T07:12:40Z http://eprints.sunway.edu.my/1764/ A content analysis of appeals in food advertisements for children on online TV streaming Fong, Belinda Fong Chong * Izzal, A. Z. BF Psychology HM Sociology The increasing number of obese children has doubled over the past two decades and represents a major public health problem everywhere in the world. This problem is escalated with easy Internet access, where online TV programming with unrestrained food advertisements are easily available to children. Recognising the increasing purchasing power of children, food marketers are now focusing on this cohort as a profitable target group. While previous studies have examined food advertisements that target children and how these affect their food choices, this study goes one step further by identifying major forms of persuasive appeals utilised by the food marketers in such advertisements. Using content analysis to study advertisements targeting children on Internet TV streaming via children’ channels, this study identified 21 emotional appeals and 15 rational appeals employed by food marketers in their advertisements. The findings of this study show that children are more susceptible to the emotional contents of the advertisements, (where it appeals to the children’s emotional desires) rather than the rational quality of the advertisements (where the logic of health and nutrition claims are not salient concerns). School of Media and Communication, Taylor's University Malaysia 2019 Article PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/1764/1/Belinda%20Fong%20Content%20analysis.pdf Fong, Belinda Fong Chong * and Izzal, A. Z. (2019) A content analysis of appeals in food advertisements for children on online TV streaming. SEARCH Journal of Media and Communication Research, 11 (1). pp. 113-136. ISSN 2672 7080 http://search.taylors.edu.my/default.htm |
| spellingShingle | BF Psychology HM Sociology Fong, Belinda Fong Chong * Izzal, A. Z. A content analysis of appeals in food advertisements for children on online TV streaming |
| title | A content analysis of appeals in food advertisements for children on online TV streaming |
| title_full | A content analysis of appeals in food advertisements for children on online TV streaming |
| title_fullStr | A content analysis of appeals in food advertisements for children on online TV streaming |
| title_full_unstemmed | A content analysis of appeals in food advertisements for children on online TV streaming |
| title_short | A content analysis of appeals in food advertisements for children on online TV streaming |
| title_sort | content analysis of appeals in food advertisements for children on online tv streaming |
| topic | BF Psychology HM Sociology |
| url | http://eprints.sunway.edu.my/1764/ http://eprints.sunway.edu.my/1764/ http://eprints.sunway.edu.my/1764/1/Belinda%20Fong%20Content%20analysis.pdf |