Authors
Ang Ke Qin, Alicia Young Wei Ling, Heng Yiwei & Toh Shi Ting
Supervisors
Assoc Prof May O. Lwin & Asst Prof Shin Wonsun
Year
2014
Abstract
The project consists of two studies aimed at examining F&B advertising targeted at children and the effectiveness of parental mediation on children’s dietary habits in Singapore. Study One presents a content analysis of F&B advertisements targeted at children on five Singapore channels over a period of two weeks. In Study Two, a survey on 843 children aged 9 to 12 was carried out to examine the effects of parental mediation and media exposure on children’s attitudes and intention towards healthy food, as well as consumption of healthy and unhealthy food. Implications for advertising regulations and social marketing are discussed.
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http://hdl.handle.net/10356/59844