FOOD PROMOTION TO CHILDREN - Jyoti Vohra - Bog

Marketers do not direct food advertisements at children only. Rather, they try to capture attention of general-audience (child-audience and adult-audience both) as sometimes older children and adults also watch programs appeared on children's
television networks . Therefore, on comparing the nature of themes/appeals used in food advertisements directed at audience of different age groups, it is found that the most frequently used appeals in commercials aimed at children are
play, action-adventure, fun, courage, affection for animals and collecting . Whereas, commercials aimed at teenagers are found to use appeals of being modern, being cool, seizing opportunities, having the best, belonging to a group and energy. Similarly, appeals of convenience, financial security, health, tidiness, love, physical attractiveness, having natural, self-esteem and career were found to be used
frequently in television food advertisements targeted at general-audience.