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Measuring the Power of Food Marketing to Children: a Review of Recent Literature

  • Diabetes and Obesity (CB Chan, Section Editor)
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Abstract

Purpose of Review

This scoping review examines literature from the past 5 years (June 2014 to June 2019) across three databases (PubMed, MEDLINE, and Scopus) to detail how the persuasive power of child-targeted food marketing content is addressed and evaluated in current research, to document trends and gaps in research, and to identify opportunities for future focus.

Recent Findings

Eighty relevant studies were identified, with varied approaches related to examining food marketing techniques to children (i.e., experimental, survey, meta-analyses, mixed methods, content analyses, focus groups). Few studies specifically defined power, and studies differed in terms of techniques examined. Spokes-characters were the predominant marketing technique measured; television was the platform most analyzed; and dominant messages focused on health/nutrition, taste appeals, and appeals to fun/pleasure.

Summary

Mapping the current landscape when it comes to the power of food marketing to children reveals concrete details about particular platforms, methods, and strategies, as well as opportunities for future research—particularly with respect to definitions and techniques monitored, digital platforms, qualitative research, and tracking changes in targeted marketing techniques over time.

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Notes

  1. When it comes to food marketing, a spokes-character typically refers to an animated object or character or an animate being used to promote a product. Examples include the Lucky the Leprechaun, Tony the Tiger, the Keebler Elves, Count Chocula, the Quaker Oats Quaker, and the Kool Aid Man. These are typically trademarked characters used consistently in association with a product over time. Spokes-characters, who have been specifically created to promote a product, are generally thought to be different from licensed characters (which are licensed from entertainment companies (e.g., movie or television characters, such as Disney Lion King or Marvel superheroes). However, as we note below, in the studies reviewed, the spokes-character captures a range of definitions, including licensed characters, media characters, and promotional characters.

  2. Here we are referring specifically to the messaging used by food marketers to make claims about nutrition or health benefits of their products.

  3. An advergame is an advertisement in the form of a game. Specifically, the product is integrated into elements of a videogame.

  4. Note that several studies involve multiple platforms, such as Facebook and YouTube or Facebook and Instagram.

References

Papers of particular interest, published recently, have been highlighted as: • Of importance •• Of major importance

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Acknowledgments

The authors would like to acknowledge the Helderleigh Foundation and the Canada Research Chairs program for support of this project.

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Authors and Affiliations

  1. Canada Research Chair, Food Marketing, Policy and Children’s Health, Department of Communication, Media and Film, University of Calgary, Calgary, Alberta, T2N 1N4, Canada

    Charlene Elliott

  2. Department of Communication, Media and Film, University of Calgary, Calgary, Alberta, T2N 1N4, Canada

    Emily Truman

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  1. Charlene Elliott
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Correspondence to Charlene Elliott.

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Charlene Elliott holds a Canada Research Chair on Food Marketing, Policy and Children’s Health and has provided recommendations and advice to Health Canada on policy related to food marketing to children.

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This article does not contain any studies with human or animal subjects performed by any of the authors.

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Elliott, C., Truman, E. Measuring the Power of Food Marketing to Children: a Review of Recent Literature. Curr Nutr Rep 8, 323–332 (2019). https://doi.org/10.1007/s13668-019-00292-2

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