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This study explored the differences between 35 child-focused and 52 adult-focused food advertisements sampled from 45 hrs of British television. More child-focused advertisements contained claims of health benefits; scientific information; were shot in 'Leisure' settings; with male characters; had cartoons; and were often fantasy-based. Conversely, significantly more adult-focused advertisements contained price/value information; were shot in 'Shop' settings; with female characters; and starring celebrities. Child-focused advertisements were mainly for convenience foods and snacks which are of considerable interest to health promotion policy makers.
Sixsmith et al. (Fri,) studied this question.