Dual-Modality Disclaimers, Emotional Appeals, and Production Techniques in Food Advertising Airing During Programs Rated for Children

The Federal Trade Commission (FTC) directed advertisers to present disclaimers in the dual-modality format more easily understood by children. A content analysis of the emotional appeals, production techniques, and types of disclaimers appearing in over 3,800 food television advertisements was conducted. Ads appearing in child-rated programs present significantly more of the emotional appeals and production techniques that research suggests capture the attention of younger children. Most disclaimers in child-rated programs were not dual modality. Future research should examine whether food advertising presents a potentially distracting mix of production techniques and emotional appeals that may divert children's attention from disclaimers.