Dartmouth, General Medicine / 31.03.2014
Young Children Misidentify Foods in Fast Food Ads Aimed At Kids
MedicalResearch.com Interview with
James D. Sargent, MD, Professor of Pediatrics
Professor of Community and Family Medicine
Professor of The Dartmouth Institute
Co-Director, Cancer Control Research Program
Norris Cotton Cancer Center Norris Cotton Cancer Center,
Department of Pediatrics
Geisel School of Medicine at Dartmouth
Lebanon, New Hampshire
MedicalResearch.com: What are the main findings of the study?
Dr. Sargent: We showed children aged 3-7 years depictions of healthy foods in McDonald’s and Burger King television advertisements that aired in 2010-11. Children were asked what they saw in the images and not prompted to respond specifically to any aspect of the images. All images contained the two healthy foods—apples and milk—the companies purported to be advertising through the Children’s Food and Beverage Advertising Initiative. Only 52% and 70% of children correctly identified McDonald’s and Burger King images of milk. Whereas 80% correctly identified McDonald’s image of apples, only 10% identified the Burger King apples as apples. Instead, 81% mistook them as french fries.
Please see the video of children responding to the BK apples depiction at
http://cancer.dartmouth.edu/about_us/newsdetail/66129/
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