Children, food and beverage marketing, and above-the-line media: A literature review.
posted by admin on 16 July 2009
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Year of Publication
[Wellington: The Ministry of Health].
Above the line’ (ATL) media describes mass media channels such as television, cinema, radio, and print media (and has recently been used to include web and internet banner advertising). In these media channels, above the line marketing uses conventional mass marketing (i.e., impersonal) approaches. In March 2008 the Ministry of Health (‘the Ministry’) contracted Research First Ltd to complete a literature review about how children engage with ‘above the line media’. In particular, the Ministry wished to better understand the existing evidence regarding how children are influenced by food marketing through ‘above the line’ media. The New Zealand research shows that New Zealand children are exposed to high levels of advertising for high fat, salt, and sugar products. Ministry can be confident that in New Zealand, as elsewhere: Higher levels of television watching are correlated with increased likelihood to consume high sugar beverages and high fat and salt foods (including convenience foods); and Confectionery, breakfast cereals, and quick service restaurants are the most advertised food categories during children's television viewing hours. Results from the UK, United States and Europe are summarised also.
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