Author

  • Pavleen Kaur

    • Guru Nanak Dev University, Amritsar, India
    • India

  • Raghbir Singh

    • Guru Nanak Dev University, Amritsar, India
    • India

Abstract

Food advertising to children is recognised worldwide as contributing to obesity in children. Much of the research in this area has been carried out in US, UK and other developed countries that are fighting the obesity epidemic. The phenomenon is, however, not restricted to the developed world only, but is now trickling down to the developing countries, such as India. Therefore, it is pertinent that necessary measures are devised and implemented so that Indian children may not face the same situation. At present, when governmental regulations are less forthcoming and marketers are enjoying the potential offered by a huge and untapped market for western foods, it becomes imminent for the parents to intervene and protect their children from banal effects of food advertising. Therefore, the present paper seeks to review various studies conducted in this area to highlight the need for TV viewing mediation by parents in the Indian situation.

Keywords

References

  • Arnas, Y. A. (2006). The Effects of Television Food Advertisement on Children’s Food Purchasing Requests. Pediatrics International (2006) 48, 138–145.
  • Barkin, S., Edward, I. P., Richardson, I., Klinepeter, S., Finch, S. & Krcmar, M. (2006), Parental Media Mediation Styles for Children Aged 2 to 11 Years. Arch Pediatr Adolesc Med., 160, 395-401.
  • BBC (2000). West exports obesity to developing world. BBC News Online, September 26 (Available at: http://news.bbc.co.uk/1/hi/health/943783.stm).
  • Berey, L. A. & Polay, R. W. (1968). The Influencing Role of Child in Family Decision-Making. Journal of Marketing Research, 5, 70- 72.
  • Bijmolt, T. H. A., Claassen, W. & Brus, B. (1998). Children's Understanding of TV Advertising: Effects of Age, Gender and Parental Influence. Journal of Consumer Policy, 21, 171-194.
  • Buijzen, M. (2009). The Effectiveness of Parental Communication in Modifying the Relation between Food Advertising and Children’s Consumption Behaviour. British Journal of Developmental Psychology, 27, 105-121.
  • Buijzen, M. & Valkenburg, P. M. (2005). Parental Mediation of Undesired Advertising Effects. Journal of Broadcasting & Electronic Media, 49 , 153-165.
  • Buijzen, M., Bomhof, E. and Schuurman, J. (2008). Explaining the Link between Television Viewing and Childhood Obesity: A Test of Three Alternative Hypotheses. Journal of Children and Media, 2, 6774.
  • Buijzen, M., Schuurman, J., & Bomhof. E. (2008).Associations between Children's Television Advertising Exposure and their Food Consumption Patterns: A Household Diary-Survey Study. Appetite, 50 , 231-239.
  • Buijzen, M. & Valkenburg, P.M. (2003). The Effects of Television Advertising on Materialism, Parent-Child Conflict, and Unhappiness: A Review of Research. Applied Developmental Psychology . 24, 437-456.
  • Burr, P.L. & Burr, R. M. (1976). Television Advertising to Children: What Parents are saying about Government control. Journal of Advertising , 5(4), 37-41.
  • Cairns, G., Angus, K. & Hastings, G. (2009). The Extent, Nature, and Effects of Food Promotion to Children: A Review of the Evidence to December 2008, A Report prepared for WHO.
  • Carlson, L. (1998). Mothers’ Preferences for regulating children’s Television. Journal of Advertising , (Available at: www.allbusiness.com).
  • Carlson, L. & Grossbart, S. (1988). Parental Style and Consumer Socialization of Children. Journal of Consumer Research , 15, 77-94.
  • Chan, K. & McNeal, J. U. (2003). Parent-Child Communication about Consumption and Advertising in China. Journal of Consumer Marketing , 20(4), 317-334.
  • Consumers International (2004). The Junk Food Generation-A multi-country survey of the influence of television advertisements on children, (Available at: epicpolicy.org/.../the-junk-food-generationa-multi-country-surveyinfluence-television-advertisements-chil).
  • Consumers International (2008). The Junk Food Trap, Marketing Unhealthy food to Children in Asia Pacific, (Available at: www.consumersinternational.org).
  • Coon, K. A., Goldberg, J., Rogers, B. L. & Tucker, K. L. (2001). Relationships between Use of Television during Meals and Children’s Consumption Patterns. Pediatrics , 107(1), E7.
  • Fiates, G. M. R., Amboni, R. D. M. C. & Teixeira, E. (2008). Television Use and Food Choices of Children: Qualitative Approach. Appetite , 50, 12-18.
  • Filiatrault, P. and Ritchie, J. R. B. (1980). Joint Purchasing Decisions: A Comparison of Influence Structure in Family and Couple Decision-Making Units. Journal of Consumer Research , 7, 131-140 .
  • George, A. (2003). Your ‘T.V. Baby, Ad Man’s Delight. ( http://www.hindu.com/thehindu/mp/2003/12/22/stories/2003122201400200.htm).
  • Gillespie, A. H. (1989). Comparison of Family Interaction Patterns Related to Food and Nutrition. Journal of the American Dietetic Association, 89, 509-512.
  • Gortmaker, S. L., Must, A., Sobol, A. M., Peterson, K., Colditz, G. A. & Dietz, W. H. (1996). Television Viewing as a Cause of Increasing Obesity among Children in the United States, 1986-1990. Arch Pediatr Adolesc Med. , 150, 356-362.
  • Harrison K. & Marske, A. L. (2005). Nutritional Content of Foods Advertised During the Television Programs Children Watch Most. American Journal of Public Health , 95(9), 1568–1574.
  • Hastings, G., Stead, M., McDermott, L., Alasdair, F., MacKintosh, A. M., Rayner, M., Godfrey, C., Caraher, M. & Angus, K. (2003). Review of the research on the effects of food promotion to children. (Final report): Food Standards Agency.
  • Hendy, M. H., Williams, K. E., Camise, T. S., Eckham, N. & Hedeman, A. (2009). The Parent Mealtime Action Scale (PMAS). Development and Association with Children’s Diet and Weight. Appetite , 52, 328339.
  • Jordan, A. B., Hersey, J. C., Judith A. M., & Hetzler, C. D. (2006). Reducing Children's Television Viewing Time: A Qualitative Study of Parents and their Children. Paediatrics , 118, 1303-1310.
  • Kapil, U., Singh, P., Pathak, P., Dwivedi, S. N., & Bhasin, S. (2002). Prevalence of Obesity among Affluent Adolescent School Children in Delhi. Indian Pediatrics , 39, 449-452.
  • Kaur, P. & Singh, R. (2006). Children in Family Purchase Decision Making in India and the West—A Review . Academy of Marketing Science Review , 10(8), 1-32.
  • Kelly, B., Smith, B., King, L., Flood V., & Bauman, A. (2007). Television Food Advertising to Children: The Extent and Nature of Exposure. Public Health Nutrition , 10(11), 1234-1240.
  • Kunkel, D. & Gantz, W. (1992). Children’s Television Advertising in the Multi-Channel Environment. Journal of Communication, 42(3), 134-152.
  • Kunkel, D., Wilcox, B. L., Cantor, J., Palmer, E., Linn, S., & Dowrick, P. (2004). Psychological Issues in the Increasing Commercialization of Childhood. Report of the APA Task Force on Advertising and Children.
  • Livingstone, S. (2005). Assessing the Research Base for the Policy Debate over the Effects of Food Advertising to Children. International Journal of Advertising , 24(3), 273-296.
  • Livingstone, S. & Helsper, E. (2004). Advertising Foods to Children: Understanding Promotion in the Context of Children’s Daily Lives, A review of the literature prepared for the Research Department of the Office of Communications (OFCOM).
  • Matheson, D. M., Killen, J. D., Wang, Y., Varady, A., & Robinson, T. N. (2004). Children’s Food Consumption during Television Viewing. American Journal of Clinical Nutrition, 79, 1088–94.
  • Morgan, M., Fairchild, R., Phillips, A., Stewart, K. & Hunter, L. (2008). A Content Analysis of Children’s Television Advertising: Focus on Food and Oral Health. Public Health Nutrition , 12(6), 748–755
  • Morley, B., Chapman, K., Mehta, K., King, L., Swinburn, B. & Wakefield, M. (2008). Parental Awareness and Attitudes about Food advertising to Children on Australian Television. Australian and New Zealand Journal of Public Health , 32(4), 341-347.
  • Mukherji, J. (2005). Maternal Communication Patterns, Advertising Attitudes and Mediation Behaviours in Urban India. Journal of Marketing Communications , 11(4), 247-262.
  • Nathanson, A. I. (2001). Parent and Child Perspectives on the Presence and Meaning of Parental Television Mediation. Journal of Broadcasting & Electronic Media, 45 , 201-220.
  • O’Dougherty, M., Story, M. and Stang, J. (2006). Observations of Parent-Child Co-shoppers in Supermarkets: Children’s Involvement in Food Selections, Parental Yielding, and Refusal Strategies. Journal of Nutrition Education Behaviour , 38, 183-188.
  • Pingali, P. (2006). Westernisation of Asian Diets and Transformation of Food Systems: Implications for Research and Policy. Food Policy, 32, 281-298.
  • Ram, M. & Wong, R. (1994). Covariates of Household Extension in Rural India: Change over Time. Journal of Marriage and Family , 56(4), 853-864.
  • Rose, G. M., Bush, V. D. & Kahle, L. (1998). The Influence of Family Communication Patterns on Parental Reactions towards Advertising: A Cross Nations Examinations. Journal of Advertising, 27(4), 7185.
  • Scragg, R., Quigley, R. & Taylor, R. (2006). Does TV contribute to increased body weight and obesity in children? A report prepared by the scientific committee of the Agencies for Nutrition Action Wellington: Agencies for Nutrition Action.
  • Sharma, A., Sharma, K. & Mathur, K. P. (2007). Growth Pattern and Prevalence of Obesity in Affluent Schoolchildren of Delhi. Public Health Nutrition , 10(5), 485-491.
  • Soni P. & Singh, R. (2003). Dimensions of Purchase Decision Making in Families Revisited: Pitfalls and Prospects. The Management Review , 15(3), 59-88.
  • Stitt, C. & Kunkel, D. (2008). Food Advertising during Children’s Television Programming on Broadcast and Cable Channels. Health Communication , 23, 573–584.
  • Valkenburg, P. M., Krcmar, M., Peeters, A. L. & Marseille, N. M. (1999). Developing a Scale to Assess Three Styles of Television Mediation: Instructive Mediation, Restrictive Mediation, and Social Coviewing. Journal of Broadcasting & Electronic Media , 43, 52–66.
  • Van den B. J. & Van den B. B. (2000). The Influence of Perceived Parental Guidance Patterns on Children's Media Use: Gender Differences and Media Displacement. Journal of Broadcasting & Electronic Media, 44, 329-348.
  • Verma, S. & Larson, R. W. (2002). Television in Indian Adolescents’ Lives: A Member of the Family. Journal of Youth and Adolescence , 31(3), 177-183.
  • Wiman, A. R. (1983). Parental Influence and Children’s Responses to Television Advertising. Journal of Advertising, 12, 12–18.
  • Witkowski, T. H. (2007). Food Marketing and Obesity in Developing Countries: Analysis, Ethics and Public Policy. Journal of Macromarketing , 27(2), 126-137.
  • World Health Organization (2000). Turning the Tide of Malnutrition: Responding to the challenge of the 21st century. WHO/NHD/00.7. Geneva, Switzerland.
  • Yach, D., Stuckler, D. & Brownell, K. D. (2006). Epidemiologic and Economic Consequences of the Global Epidemics of Obesity and Diabetes. Nat. Med. 12, 62–66.

Downloads

No downloads have been recorded for this article yet. Figures appear here once readers begin downloading the full text.

How to Cite

Kaur, P., & Singh, R. (2011). Need for Parental Control and Mediation in Food Advertising to Children: A Review of Previous Research. Information Management and Business Review, 3(3), 171-177. https://doi.org/10.22610/imbr.v3i3.930

Share this article

License

Copyright (c) 2011 Pavleen Kaur, Raghbir Singh (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team  edits and formats manuscripts to bring uniformity and standardization in published material.

This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.

Keywords

Section

Research Paper

Published in

Vol. 3 No. 3 (2011) Global Trade, Education Technology & Organizational Change View issue contents

Published

2011-09-15

Submissions

Have research to publish? Information Management and Business Review welcomes submissions.

Make a Submission