Cross-Cultural Comparison of Food in the Children's Media Environment in New Zealand and Japan

Massey University Department of Commerce Working Paper No. 04.09

14 Pages Posted: 13 May 2005

See all articles by Sandy Bulmer

Sandy Bulmer

Senior Lecturer; Massey University

Lynne C. Eagle

Middlesex University - Business School

Jacinta Hawkins

Massey University - Department of Commerce

Date Written: May 2004

Abstract

Television advertising directed at children is claimed to be a significant contributory factor in childhood obesity. Furthermore, it is claimed the presence or absence of advertisements for 'treat foods' has a major impact on children's eating habits. However, focusing on advertisements alone ignores the impact of exposure to the influences of food presentation within programs. In order to address the issues of food portrayal in the wider children's TV viewing environment, a content analysis was conducted in two dissimilar cultural settings. This study reports on food and drinks in New Zealand and Japanese television advertising and program content. The key finding is that New Zealand children are exposed to a surprisingly large amount of 'junk food' and unhealthy eating behaviors whilst watching soap operas and sitcom programs (as opposed to advertising).

Keywords: Advertising and children, marketing and public policy, obesity, advertising restrictions, television

Suggested Citation

Bulmer, Sandy and Bulmer, Sandy and Eagle, Lynne C. and Hawkins, Jacinta, Cross-Cultural Comparison of Food in the Children's Media Environment in New Zealand and Japan (May 2004). Massey University Department of Commerce Working Paper No. 04.09, Available at SSRN: https://ssrn.com/abstract=555900 or http://dx.doi.org/10.2139/ssrn.555900

Sandy Bulmer (Contact Author)

Senior Lecturer ( email )

United States

Massey University ( email )

Private Bag 11 222
Palmerston North, Manawatu 4442
New Zealand

Lynne C. Eagle

Middlesex University - Business School ( email )

The Burroughs
London, NW4 4BT
United Kingdom

Jacinta Hawkins

Massey University - Department of Commerce ( email )

Private Bag 102-904
North Shore Mail Centre
Auckland
New Zealand

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