A Thematic Analysis of Children’s Food Commercials on Nigerian TV Stations
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Kamla-Raj
Abstract
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The prevalence of diseases affecting children necessitates investigation into whether attitudes and
behaviours portrayed in food advertising are influencing children’s diets. Television food commercials aimed at
children were examined to identify elements that may influence children’s food socialisation. Qualitative content
analysis method was used to provide a thematic analysis of messages contained in some selected food advertisements
screened on Nigerian television stations in Lagos, Nigeria. The findings informed that the commercials adopted
celebrity, music, adventure, rational and band wargon appeals to persuade the target audience. Besides, the themes
of the advertisements focused on accomplishment and improved performance, exaggerated health claims, increased
popularity, happiness and fun, as well as subtle derogation of core food. These elements are capable of altering
children’s experience of food and consequently their culture of food consumption.
Keywords
H Social Sciences (General)