Development of TV advertising literacy in children: Do physical appearance and eating habits matter?

This study investigates the role of physical appearance (body mass index (BMI), body shape perception, self-esteem) and variables related to eating habits (food choice, critical attitude towards food, parents’ attitude towards food) in the development of advertising literacy in children focusing on food advertising.

Development of TV advertising literacy in children: Do physical appearance and eating habits matter?

Julia Spielvogel and Ralf Terlutter

Alpen-Adria Universitaet Klagenfurt

Introduction

Advertising literacy – the ability to recognise, evaluate and understand advertising (Malmelin 2010) – is seen as important in children’s maturation into informed and competent consumers. Over the last 40 years, the age of a child has been regarded as the most critical factor influencing the development of advertising literacy. Nevertheless, many empirical studies show significant differences between same-aged children in this respect (Roedder John 1999; Oates et al.2003). Obviously, there are other factors...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands