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- Publisher Website: 10.1017/S1368980020000907
- Scopus: eid_2-s2.0-85090295189
- PMID: 32524928
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Article: Non-core food product advertising on free-to-air television in Hong Kong
Title | Non-core food product advertising on free-to-air television in Hong Kong |
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Authors | |
Keywords | Junk food Non-core food product advertising Television Hong Kong Product placement |
Issue Date | 2020 |
Publisher | Cambridge University Press. The Journal's web site is located at http://journals.cambridge.org/action/displayJournal?jid=PHN |
Citation | Public Health Nutrition, 2020, v. 23 n. 14, p. 2457-2466 How to Cite? |
Abstract | Objective:
To study the extent and nature of free-to-air television advertisements for non-core products (e.g., fast food or soda) directed at children in Hong Kong.
Design:
Television programs from two major Hong Kong free-to-air television channels airing between 06.00 and 24.00 hours from October 2018 to January 2019 were recorded. Eight nonconsecutive days (four weekdays and four weekend days) were selected for analysis. Pearson’s χ2 tests were conducted to compare the pattern of food advertisements by program categories, days of the week, television viewing periods and persuasive marketing techniques.
Setting:
Free-to-air television programs.
Participants:
Not applicable.
Results:
Of the 10 348 commercials identified, 18·4 % were for foods, and 35·2 % of these were for non-core items. Baby and toddler milk formula (19·5 %) were the most advertised food products, while the most frequently advertised non-core food was fast foods (12·3 %). There was a higher non-core to core product ratio during prime time than the children’s time slot (7 v. 1·7). Non-sports celebrity endorsement (27·1 %) was the most frequently used persuasive marketing technique overall, while that for non-core products was sensory characteristics (38·2 %). Most food product placements recorded were non-core products, mentions of local and fast food restaurants and recipe additions.
Conclusions:
Non-core products were highly advertised in Hong Kong, while core product advertising was infrequent. Regulations on junk food advertising in Hong Kong should focus on prime time, as well as on food product placement, to reduce children’s exposure to persuasive junk food marketing. |
Persistent Identifier | http://hdl.handle.net/10722/287827 |
ISSN | 2023 Impact Factor: 3.0 2023 SCImago Journal Rankings: 0.861 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Cheung, VHI | - |
dc.contributor.author | Louie, JCY | - |
dc.date.accessioned | 2020-10-05T12:03:52Z | - |
dc.date.available | 2020-10-05T12:03:52Z | - |
dc.date.issued | 2020 | - |
dc.identifier.citation | Public Health Nutrition, 2020, v. 23 n. 14, p. 2457-2466 | - |
dc.identifier.issn | 1368-9800 | - |
dc.identifier.uri | http://hdl.handle.net/10722/287827 | - |
dc.description.abstract | Objective: To study the extent and nature of free-to-air television advertisements for non-core products (e.g., fast food or soda) directed at children in Hong Kong. Design: Television programs from two major Hong Kong free-to-air television channels airing between 06.00 and 24.00 hours from October 2018 to January 2019 were recorded. Eight nonconsecutive days (four weekdays and four weekend days) were selected for analysis. Pearson’s χ2 tests were conducted to compare the pattern of food advertisements by program categories, days of the week, television viewing periods and persuasive marketing techniques. Setting: Free-to-air television programs. Participants: Not applicable. Results: Of the 10 348 commercials identified, 18·4 % were for foods, and 35·2 % of these were for non-core items. Baby and toddler milk formula (19·5 %) were the most advertised food products, while the most frequently advertised non-core food was fast foods (12·3 %). There was a higher non-core to core product ratio during prime time than the children’s time slot (7 v. 1·7). Non-sports celebrity endorsement (27·1 %) was the most frequently used persuasive marketing technique overall, while that for non-core products was sensory characteristics (38·2 %). Most food product placements recorded were non-core products, mentions of local and fast food restaurants and recipe additions. Conclusions: Non-core products were highly advertised in Hong Kong, while core product advertising was infrequent. Regulations on junk food advertising in Hong Kong should focus on prime time, as well as on food product placement, to reduce children’s exposure to persuasive junk food marketing. | - |
dc.language | eng | - |
dc.publisher | Cambridge University Press. The Journal's web site is located at http://journals.cambridge.org/action/displayJournal?jid=PHN | - |
dc.relation.ispartof | Public Health Nutrition | - |
dc.rights | Public Health Nutrition. Copyright © Cambridge University Press. | - |
dc.rights | This article has been published in a revised form in Public Health Nutrition [http://doi.org/10.1017/S1368980020000907]. This version is free to view and download for private research and study only. Not for re-distribution, re-sale or use in derivative works. © Cambridge University Press. | - |
dc.subject | Junk food | - |
dc.subject | Non-core food product advertising | - |
dc.subject | Television | - |
dc.subject | Hong Kong | - |
dc.subject | Product placement | - |
dc.title | Non-core food product advertising on free-to-air television in Hong Kong | - |
dc.type | Article | - |
dc.identifier.email | Louie, JCY: jimmyl@hku.hk | - |
dc.identifier.authority | Louie, JCY=rp02118 | - |
dc.description.nature | postprint | - |
dc.identifier.doi | 10.1017/S1368980020000907 | - |
dc.identifier.pmid | 32524928 | - |
dc.identifier.scopus | eid_2-s2.0-85090295189 | - |
dc.identifier.hkuros | 314722 | - |
dc.identifier.volume | 23 | - |
dc.identifier.issue | 14 | - |
dc.identifier.spage | 2457 | - |
dc.identifier.epage | 2466 | - |
dc.identifier.isi | WOS:000565257000001 | - |
dc.publisher.place | United Kingdom | - |
dc.identifier.issnl | 1368-9800 | - |