Content Analysis of Television Food Advertisements Aimed at Children: Case Study of Lagos and Ibadan

Content Analysis of Television Food Advertisements Aimed at Children: Case Study of Lagos and Ibadan

Folake O. Samuel1 and Grace O. Ekundayo2

1Department of Human Nutrition, University of Ibadan, Ibadan, Nigeria.
2Department of Human Nutrition, University of Ibadan, Ibadan, Nigeria.

International Journal of Food and Nutrition Research

Advertisement is one of the major components of the food environment which influences in childhood food choices. This study was conducted to analyze the content of food advertisements aimed at children in Lagos and Ibadan, Nigeria. Advertisement samples which were aired between March 2016 to April 2016 were collected from six television stations. A total of 58 advertisments aimed at children were coded and analysed thematically.
Beverages, fruit drinks and soft drinks were the most frequently advertised (32.8%). Butter and margarine had the highest mean duration of time spent for advertisement (47.00± 22.91 seconds), while the mean time for all the advertisement was 34.72±14.05 seconds. Although 82.8% of the advertisements had a slogan, about half of them (48.3%) carried no nutrition message.

Keywords: Food advertisement, nutrition claims, children, Nigerian Television.

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How to cite this article:
Folake O. Samuel and Grace O. Ekundayo. Content Analysis of Television Food Advertisements Aimed at Children: Case Study of Lagos and Ibadan. International Journal of Food and Nutrition Research, 2018; 2:16. DOI: 10.28933/ijfnr-2018-11-1808


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