Television
Food Advertising Targeting Children: A Content Analysis
and Exploratory Survey
ABSTRACT of Thesis by Conrad Marmara’
Prior to this study little research has been done on television food advertising
targeted to Maltese children. The aim of this research was to identify the type
of food advertised during children’s peak viewing hours in order to be
able to investigate their influence on Maltese children. Local, Cable and foreign
television stations were video-recorded and a checklist was designed to conduct
a content analysis of the food advertisements portrayed. The children’s
television viewing habits and their favourite foods and meals were also explored.
An original questionnaire was planned and distributed amongst Year 5 Primary
school children in both Malta and Gozo. The findings of this study indicated
that fast food advertisements were pervasive across seasons on all observed
channels. Furthermore, it was also evident that Maltese children are very much
influenced by the food advertisements shown on Cable and foreign television
stations. The most requested and received products by pupils were often those
items that appeared on television advertisements. Excess consumption of these
advertised foods and drinks could lead to diet-related diseases later on in
life as these were generally high in fat, sugar or salt. Based on the outcomes
of this research it is recommended that the media, especially television advertising,
should be regulated in order to promote good eating habits. Television food
messages should contain correct and health conducive information to help children
make wise food choices right from the start.
