Aim: This qualitative research aimed to investigate children's perspectives on television food advertisements to understand the reasons behind their preferences and the specific elements that appeal to them.With increasing media influence on children's dietary choices, the study emphasizes the need to consider their viewpoints in advertising strategies. Materials and methods:The study was conducted in the Department of Pediatric Dentistry at a tertiary care hospital among children aged 9-12 years.Participants were exposed to a variety of television food advertisements and were then asked to share their opinions on what they liked about them.Their responses were recorded and analyzed using thematic analysis, which helped identify recurring patterns and psychological cues influencing their preferences.Results: Thematic analysis revealed six key advertising themes that significantly influenced children's preferences: (i) Positive emotional relations, (ii) cognitive development, (iii) perception and conditioning, (iv) music and its effects, (v) parasocial interaction, and (vi) healthy and nutritious associations.These themes offer valuable insights into the psychological mechanisms driving children's responses to food advertisements. Conclusion:The findings highlight the psychological and emotional factors that shape children's receptivity to television food advertisements.The study emphasizes the importance of recognizing children's needs and rights in the context of media exposure and food marketing.Clinical significance: By uncovering the elements that appeal most to children, this research supports a child-centric approach to food advertising.It advocates for a media environment that promotes healthier choices and contributes to the overall well-being of children.
Mathur et al. (2026) studied this question.