Change in perception regarding food advertisements on Indian television following an oral health education intervention program in 7-14 year old Kashmiri children and their parents

Background: Nowadays, electronic mass media such as television influence the behavioral patterns of their audiences, mainly children. The study aimed to investigate the extent of effectiveness of health education intervention among 7-14 year old children and their parents regarding the food advertising to children on Indian television Materials and methods: A cross sectional study was conducted among 140 children between 7-14 years and their parents attending Department of Pedodontics, Government Dental College and Hospital, Srinagar. Data was collected by administering a pretested and a validated questionnaire among children and their parents. Oral health education intervention in the form of counselling by power point presentations was provided and pictorial self explanatory pamphlets were distributed among the participants. They were recalled after 3 weeks and the same questionnaire was administered again to evaluate the effect of oral health education intervention. Sidiq M, Lone N, Yousuf A, Shah AF. Change in perception regarding food advertisements on Indian television following an oral health education intervention program in 7-14 year old Kashmiri children and their parents. IAIM, 2016; 3(6): 199- 206. Page 200 Results: After oral health education intervention regarding the Food Advertising to children and their parents on Indian television, there was a significant reduction (P<0.05) in the attitudes and practices which were detrimental to oral health. Conclusion: Children are exposed to TV advertisements which affect children’s food preferences resulting in consumption of unhealthy foods that are detrimental to the oral health. Oral Health education intervention to parents is necessary for selecting healthy foods.

Estereotipos y roles de género utilizados en la publicidad transmitida a través de la televisión / Gender roles and stereotypes used through TV advertisements

Esta investigación tiene por objeto identificar las representaciones y estereotipos de género utilizados en los comerciales transmitidos por televisión, así como las posibles relaciones entre estos, las categorías de producto, los roles, el género y el nivel de sexismo de los comerciales. Se diseñó un instrumento basado en la Escala de Sexismo en Publicidad de Pingree, Parker, Butler y Paisley (1976), incorporando además las categorías de análisis de McArthur y Resko (1975), el cual se aplicó en una muestra de 80 comerciales. Los resultados evidencian diferencias en el trato del género dentro de los comerciales, apareciendo más figuras femeninas en escenarios privados (hogar) y masculinas en escenarios públicos. En cuanto al nivel de sexismo, el 48% evidenció alto nivel de sexismo, utilizando estereotipos de mujer sexi y ama de casa, con representaciones femeninas de objeto decorativo o en roles de dependencia.

This research aims to identify the representations and stereotypes that are used in commercial broadcast on television, as well as the possible relationships among these product categories, roles, gender and the level of sexism in commercials. The data-gathering instrument was designed based on the Scale of Sexism in Advertising from Pingree, Parker, Butler and Paisley (1976), which also incorporated the analysis categories defined by McArthur and Resko (1975). This tool was applied in a sample of 80 commercials. The results show differences in the treatment of gender within commercials. Thus, female figures appear in the commercials, which occur in private settings (home), while in the public settings are mostly male figures. Regarding the level of sexism, half of the commercials showed high level of sexism. The most stereotypes are sexy woman and housewife, with representations of women like sex object or in dependency roles.

Influencia de la publicidad televisiva peruana en el consumo de alimentos no saludables en escolares de 4º a 6º primaria / Influence of Peruvian television advertising in unhealthy food consumption in 4th to 6th grade elementary scholars

Introducción: La exposición a la publicidad televisiva promueve el consumo de alimentos no saludables, constituyendo un riesgo para el aumento del sobrepeso y obesidad. Objetivo: Determinar la influencia de la publicidad televisiva peruana en el consumo de alimentos no saludables en escolares de 4º a 6º de primaria. Diseño: Descriptivo de asociación cruzada. Lugar: Institución Educativa Nº 7072, Villa El Salvador, Lima, Perú. Participantes: Escolares entre 9 y 12 años de edad. Intervenciones: Se aplicó dos encuestas previamente validadas y probadas en prueba piloto, a 120 escolares de ambos sexos que asistieron a clases y que tuvieron consentimiento informado firmado por sus padres. Principales medidas de resultados: Tiempo de ver televisión y consumo de alimentos no saludables. Resultados: Los estudiantes en promedio vieron televisión más de 7 horas diarias (DS 1,17). Los programas más vistos fueron los que estaban dirigidos a público mayor de 14 años. Los alimentos no saludables más publicitados y comprados fueron galletas y bebidas azucaradas. Se encontró asociación significativa entre alimentos no saludables más vistos en TV y consumo de alimentos no saludables. Conclusiones: Existió relación entre la publicidad televisiva y el consumo de alimentos no saludables en escolares del nivel primario.

Background: Exposure to television advertising promoting unhealthy food consumption may increase overweight and obesity risk in children. Objectives: To determine the influence of Peruvian television advertising and consumption of unhealthy foods in 4th to 6th grade children. Design: Descriptive cross-association. Setting: Educational Institution No. 7072, Villa El Salvador, Lima, Peru. Participants: Schoolchildren aged 9 to 12 years. Interventions: Two previously validated tests were applied to 120 students of both sexes who attended classes and whose parents had signed informed consent. Main outcome measures: Time watching TV and unhealthy food consumption. Results: Students watched TV more than 7 hours per day (DS 1.17) average. Most popular programs were those directed to over 14 year-old public. Most unhealthy foods advertised and purchased were biscuits and sugary drinks. Significant association was found between unhealthy foods most watched by TV and unhealthy food consumption. Conclusions: There was relationship between television advertising and consumption of unhealthy foods in elementary level scholars.