Abstract

Exposure to television (TV) programs can influence children not only cognitively but also behaviourally. Most researches have focused on the extent to which children are persuaded by advertisements. Studies on the impact of advertisement on children’s behaviour indicate that TV plays an important role in the selection of the advertised products by children. Furthermore, TV advertisement can create misperceptions among children about the nutritional values of foods and how to maintain good health. A survey on 450 student aged 7 to 12 years old was carried out to determine how the TV commercials could affect children’s choice of food in Fars province of Iran. Finding showed more than 80% of advertisements had been related to food products. The most frequent advertised food products consisted of fat and salty snacks and different types of beverages and juices. Furthermore, a negative and high correlation was found to exit between mothers’ educational level and students influence by TV advertising for brand preference and choices, food purchases and intake. Current study suggested some modifications to the legislation on TV advertisements and recommended broadcasting of healthy nutritional messages.

Key words: Advertisement, children, food choice, television (TV).