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

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