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Title: Television food advertising to children : exposure, power and potential consequences
Author: Whalen, R.
ISNI:       0000 0004 6425 2004
Awarding Body: University of Liverpool
Current Institution: University of Liverpool
Date of Award: 2016
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The current thesis aimed to address gaps in the childhood obesity prevention literature. It aimed to investigate i) the drivers of food advertising impact (exposure and power; chapters 3 & 4), ii) the efficacy of a potential intervention to mitigate advertising effects (Chapter 5) iii) the actual impact of eating behaviours including individual differences in susceptibility (EAH; Chapter 6), and iv) it piloted a UK-specific brand awareness instrument (Chapter 7) to aid and inform future research in the field. Chapter 3 (Children's exposure to food advertising on UK television (2008 vs 2010)) found a small decrease in food advertising prevalence in 2010. Non-core foods made up the majority of food adverts broadcast with were few changes in these proportions. There was a marked increase in the proportion of non-core food adverts broadcast during school holidays periods compared to other months of the year. Chapter 4 (Power of food advertising on UK television (2008 vs 2010)) found Implicit (physical activity) and explicit (health claims) health messages increasingly prevalent in UK television food advertising, where health and nutrition appeals were frequently employed. Use of multiple persuasive techniques monitored also displayed seasonal variation in line with school holidays. Experimental Chapters 5 and 6 were conducted in the Brazil and the UK. Chapter 5 (Do verbal and textual warnings limit the impact of television food adverts on food intake? A study in a sample of Brazilian children) found that warnings displayed around television food advertisements did not reduce children's food consumption (kcal) and may be ineffective at negating the harmful effects on children's food intake. Both warning types investigated (health and persuasiveness warnings) were not widely understood by all children in this sample. For overweight and obese children, intake following food advert exposure was not of a greater magnitude than normal weight children. Children with high levels of television exposure did not display increased intake following food advert exposure. In Chapter 6 (Do television food adverts increase eating in the absence of hunger behaviours in children) Food advert exposure, such that it increased food intake across all participants in hungry and sated groups. Overweight and obese children displayed a greater increase in intake compared to normal weight children following food advert exposure. Overweight and obese children in the sated group showed the largest increase in intake following exposure to food adverts. Older children were more influenced by the food adverts and increased their kcal intake in response In all, this thesis provides the most comprehensive analysis to date of television food advertising monitoring, adds to our knowledge of the impact of television food adverts on children's food intake and pilots a instrument to measure children's food brand awareness.
Supervisor: Boyland, E. ; Harrold, J. ; Halford, J. C. G. Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral