The Effects of Food Adverting Directed Toward Children and Adolescences On Food Choice and Purchasing Request

##plugins.themes.bootstrap3.article.sidebar##

View The PDF File (English)
##semicolon## Jun 30, 2021
##semicolon## https://doi.org/10.14500/kujhss.v4n1y2021.pp7-14

##plugins.themes.bootstrap3.article.main##

Hemin A. Neima
Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq
https://orcid.org/0000-0002-1938-6308
Suren A. Abdullah
epartment of Sociology, College of Humanities, University of Sulaimani, Kurdistan Region, Iraq
https://orcid.org/0000-0001-8530-6196
Debar A. Rashid
Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq
https://orcid.org/0000-0001-8055-0720
Sana D. Ali
FL. Asst. RSR. at Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq
https://orcid.org/0000-0001-6918-3245
Berivan Q. Hamafaraj
FL. Asst. RSR. at Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq
https://orcid.org/0000-0001-5583-1192

پوختە

The contemporary increase in commercial advertisements growth has either directly or indirectly targeted children and adolescences. This is to change and influence their behaviour toward commercial products and restrain them from their early ages. This study was conducted to examine and determine the effects of Television commercial advertisements directed at children and adolescents on their food choice and purchasing requests, and determining the parents' opinion on the influences of the Ads on their children. This study was implemented through filling-in questionnaires face-to-face with children and their parents in Sulaymaniyah city, Kurdistan Region of Iraq. The results showed that most of the respondent children spend their spare time on-screen viewing, which makes them easily targeted to the contemporary advertising model. Most of the children (82.7%) were watching TV ads. This has significantly influenced children's behavior toward commercialized products, mainly by food and drink advertising (42.10%). Most of the children agreed that they would feel unhappy, sad and disappointed when their demands are refused by the parents, even though they understand the reason for their Parent's denial. Additionally, the results showed that the parents are concerned about the negative impacts of ads on their children's health and habits; hence they mostly agreed that there should be strict government laws and regulations to control ads in Kurdistan region and Iraq.

##plugins.generic.usageStats.downloads##

##plugins.generic.usageStats.noStats##

##plugins.themes.bootstrap3.article.details##

چۆنییەتی بەکارهێنانی سەرچاوە
Neima, H. A., Abdullah, S. A., Rashid, D. A., Ali, S. D. and Hamafaraj, B. Q. (2021) “The Effects of Food Adverting Directed Toward Children and Adolescences: On Food Choice and Purchasing Request”, گۆڤاری زانکۆی کۆیە بۆ زانستە مرۆڤایەتی و کۆمەڵایەتییەکان, 4(1), pp. 7-14. doi: 10.14500/kujhss.v4n1y2021.pp7-14.
ژمارە
بەرگ 4 ژمارە 1 (2021): Issue Six
بەش
Articles
##submission.license.cc.by-nc-nd4.footer##
زانیاریی کەسیی نوسەر

Hemin A. Neima, Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq

Hemin Abubakir Neima is an assistant lecturer at the Department of Agribusiness and rural Development (ARD), College of Agricultural Engineering Sciences, University of Sulaimani. He holds a BSc in Horticulture from Sulaimani University (2006), and an MSc in Sustainable Agriculture and Food Security from the University of East Anglia (UEA), UK (2013). His research interests include: Agribusiness, Sustainable Agriculture, Food Security, and Rural development.

Suren A. Abdullah, epartment of Sociology, College of Humanities, University of Sulaimani, Kurdistan Region, Iraq

Suren Abdullah is a lecturer at the Department of Sociology, University of Sulaimani. I was Hold a BA in Sociology from University of Sulimani (2010), and an MA in Contemporary sociology from the University of Leicester, UK(2013). He is currently a Phd candidate to study Sociology at University of Sulaimani. His research interests include: Contemporary Theory, Social Change, Migration and Global Warming, and Sociology of Gender.

Debar A. Rashid, Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq

Debar Ali Rashid is an assistant lecturer at the Department of Agribusiness and Rural development, College of Agricultural Engineering Sciences, University of Sulaimani. She holds a BSc. in Animal Sciences from University of Sulaimani (2008), and MSc in Agricultural Extension Management from Sulaimani University (2016). Her research interests include: agricultural Extension, Agribusiness and Rural Development.

Sana D. Ali, FL. Asst. RSR. at Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq

Sana Dler Ali is a freelance assistant researcher. She holds a BSc in Agribusiness and Rural Development
from University of Sulaimani (2019). Her research interests include: Agribusiness and Agricultural
marketing.

 

Berivan Q. Hamafaraj, FL. Asst. RSR. at Department of Agribusiness and Rural Development, College of Agricultural Engineering Sciences, University of Sulaimani, Kurdistan Region, Iraq

Berivan Qadir Hama-Faraj is a freelance assistant researcher. She holds a BSc in Agribusiness and Rural Development from University of Sulaimani (2019). Her research interests include:  Agribusiness and Agricultural marketing.

سەرچاوەکان

AAP, American Academy of Pediatrics. 2016. Announces New Recommendations for Children's Media Use. [Online] Available at: https://www.aap.org/en-us/about-the-aap/aap-press room/Pages/AmericanAcademy-of-Pediatrics-Announces-New-Recommendations-for-Childrens-Media-Use.aspx [Accessed 7 April 2020].

Ahluwalia, A.K., 2011. Impact of television advertising on children: a behavioural study. Ph.D. Guru Nanak Dev University, Available at:< http://hdl.handle.net/10603/10467> [Accessed on 29 April 2020].

Arnas Y.A. 2006. The effects of television food advertisement on children's food purchasing requests. Pediatrics International, [e-journal] 48, pp 138–145. https://doi.org/10.1111/j.1442-200X.2006.02180.x

Bilmuamar, F., 2017. Impact of satellite television commercial advertising on consumption culture of youth. PhD. Université d'Oran 2 Mohamed Ben Ahmed, République Algérienne démocratique et Populaire.

Calvert, G.A., Trufil, G., Pathak, A., & Fulcher, E.Ph. 2020. IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements. Behavioral Sciences, [e-journal] 73 (10), pp.1 - 14. https://doi.org/10.3390/bs10040073.

Caraher, M. & Landon, J., 2006. The Impact of Advertising on Food Choice: The Social Context of Advertising, In R.Shepherd, & M. Raats, ed. 2006. The Psychology of Food Choice. CABI, Guildford, UK Ch.12. https://doi.org/10.1079/9780851990323.0227

Chou, S., Rashad, I., & Grossman, M., 2008. Fast-food restaurant advertising on television and its influence on childhood obesity. Journal of Law and Economics, 51(4), pp. 599-618.

Conner, M. & Armitage, C., 2006. Social Psychological Models of Food Choice, In Shepherd, R. and Raats, M. The Psychology of Food Choice. CABI, Guildford, UK Ch.3. https://doi.org/10.1079/9780851990323.0041

Effertz, T., & Wilcke, A.C., 2012. Do television food commercials target children in Germany?. Public health nutrition, [e-journal] 15(8), pp. 1466–1473. https://doi.org/10.1017/S1368980011003223

Halford, J.C.G., Boyland, E.J., Hughes, G.M., Stacey, L., McKean, S. & Dovey, T.M., 2007. Beyond-brand effect of television food advertisements on food choice in children: the effects of weight status, Public Health Nutrition, [e-journal] 11(9), pp. 897–904. https://doi.org/10.1017/S1368980007001231

Hite R. E. & Eck R., 1987. Advertising to Children: Attitudes of Business Vs. Consumers. Journal of Advertising Research, 27(5), pp. 40-53. http://dx.doi.org/10.24086/cuesj.si.2018.n1a29

Jarad, Gh.A., 2018. Application of Modern Methods of Advertising and its Suitability in Iraq. Cihan University-Erbil Scientific Journal, [e-journal] 2(1), pp. 249-263.

Kelly, B.P., Smith, B.J., King, L., Flood, V. M. & Bauman, A., 2007. 'Television food advertising to children: the extent and nature of exposure', Public Health Nutrition, 10 (11), pp. 1234-1240.

Kilcast, D. & Angus, F., 2011. Developing children's food products. Woodhead Publishing Limited, Cambridge, UK.

Kotler, Ph. T. & Armstrong, G. 2017. Principles of Marketing (17th Ed.), Pearson.

Livingstone, S., 2006. New research on advertising foods to children: An updated review of the literature. Ofcom. London.

Magnus, A., Haby, M.M., Carter, R., & Swinburn B., 2009. The cost-effectiveness of removing television advertising of high-fat and/or high-sugar food and beverages to Australian children. International Journal of Obesity (Lond), 33(10); 1094-102.

McGinnis, J.M., Gootman, J.A., & Kraak, V.I., 2005. Food marketing to children and youth: Threat or opportunity? Institute of Medicine of the National Academies: Washington DC, USA.

McNeal, J. U., & Ji M. F., 1999. Chinese Children as Consumers: An Analysis of their New Product Information Sources. Journal of Consumer Marketing,16(4), pp. 345-64.

Moore, E.S., 2004. Children and the Changing World of Advertising. Journal of Business Ethics, 52(2); 161-167.

Murphy, G., Corcoran, C., Tatlow-Golden, M., Boyland, E. & Rooney, B., 2020. See, Like, Share, Remember: Adolescents' Responses to Unhealthy-, Healthy- and Non-Food Advertising in Social Media. International Journal of Environmental Research. Public Health, [e-journal] 17(7); 1-25. https://doi.org/10.3390/ijerph17072181

Ng, S.H., Kelly, B., Se, CH, Chinna, K., Sameeha, M.J., Krishnasamy, S., Ismail, M.N., & Karupaiah, T., 2014. Obesogenic television food advertising to children in Malaysia: sociocultural variations. Global health action, [e-journal] 7(1), pp. 1-11. https://doi.org/10.3402/gha.v7.25169

Oates C., Blades M., Gunter B., & Don J., 2003. Children’s Understanding of TV. Advertising: A Qualitative Approach. Journal of Marketing Communication, 9(3), pp. 59-71.

Sawyer SM, Azzopardi PS, Wickremarathne D, Patton GC., 2018. The age of adolescence. Lancet Child Adolesc Health. 2018 Mar;2(3):223-228. https://doi.org/10.1016/S2352-4642(18)30022-1

Sharma, R., & Zafar, S., 2015. Effect of Television Advertisement on Parents & Children's Decision Making Process: A Study Related to The Educational Influence of Children. TIJ's Research Journal of Social Science & Management - RJSSM, [e-journal] 4(9). Available at: https://www.theinternationaljournal.org/ojs/index.php?journal=tij&page=article&op=view&path%5B%5D=3644&path%5B%5D=pdf

Shepherd, R. & Raats, M., 2006. The Psychology of Food Choice. CABI, Guildford, UK.

Story, M. & French, S., 2004. Food Advertising and Marketing Directed at Children and Adolescents in the US: Review. International Journal of Behavioral Nutrition and Physical Activity,1(3), pp.1-17.

Vandewater, E.A., Bickham D.S., & Lee, J.H., 2006. Time Well Spent? Relating Television Use to Children's Free-Time Activities. Pediatrics, [e-journal] 117(2), pp. 181–191.

Wen-Ling L., 2002. Advertising in China: Product Branding and Beyond. Corporate Communications: An International Journal, 7(2), pp. 117-125.

WHO, World Health Organization, 2003. Joint WHO/FAO Expert Consultation on Diet, Nutrition and the Prevention of Chronic Disease. Geneva, World Health Organization. [online] Available at: https://www.who.int/dietphysicalactivity/publications/trs916/en/ [Accessed 9 April 2020].

WHO, World Health Organization, 2021. Adolescent and young adult health. Fact Sheet. [online] Accessed Available at: https://www.who.int/news-room/fact-sheets/detail/adolescents-health-risks-and-solutions [Accessed on: 3/3/2021].