advertising does work - on obese children.


Psychologists at the University of Liverpool have come to the conclusion that obese children are more receptive to food adverts on television than normal weight youngsters.

Forty two children, aged nine to 11, were shown a range of commercials, food and non-food. They were then asked questions about the adverts. The obese children were able to recall a much larger proportion of the food adverts than the lean children.

Food and snacks were available during the experiment and it was found that the entire group ate more after watching the adverts, the bite and smile and steaming food pan shots are useful after all. The obese children chose more high-fat and sugar snacks and ate larger amounts than the lean children.

Dr Jason Halford, Associate Director of the university's Kissileff Laboratory, said: "Our research demonstrates the relationship between food television advertising and childhood obesity is not merely a matter of excessive sedentary activity.

"Although advertisers may disagree about the general role food adverts have in causing childhood obesity, it is evident that for children who are overweight, exposure to these adverts exasperates their already unhealthy eating lifestyle."

If I was Filing a lawsuit like those tubby teens did earlier this year (and lost) I'd hire these fellars.

No research has been done yet to see if working at McDonalds might make Barbie overweight.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (4)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Hasn't anyone heard of Corporate responsibility. Just as the tobacco industry is taking hits, I suspect that in the future Fast Food industries will have to dish out a buttload of cash to all the fatties. Why do you think McDonald's has made a giant push to make the "Healthier" choices available. They needed to have a CYA.

    Oct 23, 2003
  • mikemystery's picture

    If they could get the skinny kids to eat more i would be REALLY impressed!

    Oct 23, 2003
  • deeped's picture

    As I can reckon they already do - maybe not in USA but in Sweden there are a lot of talking bout their responsibility on the subject fat kids.

    The big crooks in fatty kids is the McD and the Computer. Yea right.

    Oct 25, 2003
  • James_Trickery's picture

    Now they want to ban the fast food ads in the UK:
    Teachers back ban on fast food advertising - The National Union of Teachers has pledged its support to a private members bill brought by Debra Shipley, Labour MP for Stourbridge, aimed at banning adverts for foods with high fat, sugar or salt content during pre-school children's television programmes.

    Nov 05, 2003

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