Food Advertisements on Television: A Content Analysis of Children’s Channel and Efficacy of Media Literacy Programme

Food marketing directed to children is becoming an important matter of concern nowadays as television is still one of the most influential mediums providing information regarding food. Content analysis of food advertisements on Malayalam kid's channel revealed the nature, amount and duration of food advertisements broadcast through the channel. Majority of food advertisements telecasted in children's channel were on processed foods. The research based disclaimers were very few and the explanations were written in small print at the bottom of the screen. The media literacy programme on television food advertisements conducted for school going children based on the content analysis was found to be effective as there is significant difference in the knowledge level before and after the education programme. Awareness programmes on television food advertisements and strengthening of regulatory strategies on food advertisements by government will make a difference in changing the attitude of the present generation on processed foods advertised on television and their food habits.