Original scientific paper
PARENTS' PERCEPTIONS OF FOOD ADVERTISING AIMED AT CHILDREN ON TELEVISION: EXPOSURE, INFLUENCE AND REGULATIONS
Ariana Nefat
Dragan Benazić
Abstract
The purpose of this work is to investigate the perceptions of parents about advertising of food
to children on television. The theoretical research includes a review of marketing to children, the
analysis of influential factors, the influence of food advertising aimed at children, the perceptions of
the parents and the issue of regulation of this area of advertising. The empirical research conducted
via a questionnaire to the parents does not confirm the connection between the time spent in front of
the television and the behaviour of children, but it does indicate at the negative attitudes of parents
about advertising of food that influence their moderately restrictive attitude on the prohibition of such
advertising.
Keywords
advertising to children; television advertising; perceptions of parents; regulation; Croatia
Hrčak ID:
67740
URI
Publication date:
1.3.2011.
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