Youth Obesity Linked to TV Fast Food Advertising October 31, 2013
Youth Obesity Linked to TV Fast Food Advertising October 31, 2013

Researchers from the Norris Cotton Cancer Center (NCCC) have found that young people with obesity are significantly more likely to notice, like, and name the brand in fast food ads they see on television than non-obese peers.

The study, published in the American Journal of Preventive Medicine, surveyed a national sample of 2,541 participants between the ages of 15-23.

Participants viewed a random subset of 20 advertisement frames, which had the brand names removed, from selected from national TV fast-food restaurant advertisements. They were then asked if they had seen the advertisement, if they liked it, and if they could name the brand. A TV fast-food advertising receptivity score was assigned. Results showed that youths with higher receptivity scores were more likely to have obesity than those with lower scores.

“Given the concerning rates of obesity in US youth and associated health risks, a better understanding of influences leading to obesity in youth is critical in guiding prevention and public health strategies,” said Auden McClure MD MPH, a member of the NCCC Cancer Control Research Program. “The more we know about how marketing influences teens and young adults, the better able we are as parents and pediatricians at helping young people to navigate the influx of marketing messages and make good choices.”

Sources:
Receptivity to Television Fast-Food Restaurant Marketing and Obesity Among U.S. Youth
Study Links Youth Obesity to TV Fast Food Advertising

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