A thematic content analysis of children's food advertising

This paper discusses the implications of three weeks of children's commercial morning television in which 212 food advertisements were aired.

A thematic content analysis of children's food advertising

Michele Roberts and Simone PettigrewUniversity of Western Australia

INTRODUCTION

Over 25% of Australian children are obese or overweight (Royal Australian College of Physicians 2004). While it is clear that child obesity is caused by an imbalance of energy, it is uncertain what has caused this imbalance to reach epidemic proportions. Many factors are explored in the literature, such as increased snacking, reduced physical activity and food advertising. The latter remains one of the most intensely debated and least understood potential causes of child obesity and as such was selected as the...

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