A Multi-Method Study to Understand How Youth Perceive and Evaluate Food and Beverage Advertisements

Abstract

As a formal practice, advertising has been in existence for over 100 years, most often with the purpose of creating consumer excitement for, and the voluntary purchase of, company products and goods (Grier & Kumanyika, 2010). While advertising is meant to drive consumption, the purchase of certain products, especially among specific groups, may be problematic. Recent literature suggests that there may be a link between food and beverage advertising and the prevalence of childhood obesity among youth in the {USA} ({IOM}, 2006). Because of the dramatic increase in the prevalence of obesity over the past 30 years (Ogden, Carrol, Curtin, Lamb, & Flegal, 2010), investigating factors that may contribute to weight gain among children and adolescents is essential. While overweight and obesity is influenced by many factors, food and beverage advertising, and its resulting influence on the dietary preferences and choices of youth, is thought to be a key factor (Story & French, 2004; {IOM}, 2006). The amount and type of advertising that is directed toward youth has grown considerably in recent years, with marketers using an increasing number of techniques and outlets to promote their products. Greater media use among youth (Rideout, Foehr, & Roberts, 2010), in combination with advertising that extends to a variety of media channels, has resulted in increased exposure to unhealthy food and beverage products.