[News releae] Fast Food Giants’ Ads for Healthier Kids Meals Don’t Send the Right Message
From the 5 March 2015 Dartmouth news release
Fast food giants attempts at depicting healthier kids’ meals frequently goes unnoticed by children ages 3 to 7 years old according to a new study by Dartmouth-Hitchcock Norris Cotton Cancer Center. In research published on March 31, 2014 in JAMA Pediatrics, Dartmouth researchers found that one-half to one-third of children did not identify milk when shown McDonald’s and Burger King children’s advertising images depicting that product. Sliced apples in Burger King’s ads were identified as apples by only 10 percent of young viewers; instead most reported they were french fries.
Other children admitted being confused by the depiction, as with one child who pointed to the product and said, “And I see some…are those apples slices?”
The researcher replied, “I can’t tell you…you just have to say what you think they are.”
“I think they’re french fries,” the child responded.
Almost Half of Energy Drink TV Ads Shown on Channels for Teens (Dartmouth press release)
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