Advertising foods to Indian children: what is the appeal?

Abstract

Purpose

This paper aims to identify the nature of themes/appeals used in food commercials shown on children’s networks in India. Marketers use various themes/appeals in TV advertisements to influence food consumption habits of children. Children are also found to focus on these appeals while selecting foods rather than using nutritional value as a criteria to select foods.

Design/methodology/approach

For the present study, a content analysis of 114 discrete food commercials broadcast on children’s networks was done. These were further analysed to collect data on themes/appeals used in them. SPSS 19.0 was used to record the data and descriptive statistics were used for data analysis.

Findings

A majority of food advertisements which were broadcast during children’s programmes included confectionery, ice creams and dairy products, baked products and ready-to-cook food items. Grazing was found to be the most frequently used appeal in these food advertisements. This was followed by taste/flavour/smell/texture, fun/happiness, being “cool”, adult approval/disapproval, family ties and so on. However, a majority of these advertisements did not feature any health-related message.

Practical implications

The study highlights the need for strategic actions by all stakeholders interested in protecting well-being of children. Taking account of the promotional tactics used by food marketers, parents as well as governmental agencies must strongly take steps to check these practices.

Originality/value

As no such study has already been conducted in India (to the best of researcher’s knowledge), this study potentially helps in abridging gaps in literature.

Citation

Soni, P. and Vohra, J. (2014), "Advertising foods to Indian children: what is the appeal?", Young Consumers, Vol. 15 No. 2, pp. 178-192. https://doi.org/10.1108/YC-06-2013-00380