Citation

Children’s Prime-Time Food Commercials in China: A Content Analysis of National and Provincial TV Channels

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Abstract:

In this content analysis of children’s prime-time TV commercials (N = 761) in China, two national channels (CCTV-1 and CCTV-Children) were compared with two channels (SXTV and HNTV) at the provincial level. Particular attention was paid to food product categories, promotional claims, eating occasions and locales, and characters’ body sizes. It was found that while China’s national channels were more likely to promote healthier food products and eating locales, its provincial channels tended to advertise more high-calorie food products, away-from-home eating locales, and underweight characters. Possible reasons and managerial implications of these disparities in the national and provincial TV commercials—a new and important finding about advertising in this booming market—were discussed.

Most Common Document Word Stems:

children (162), commerci (134), tv (133), food (121), china (119), channel (112), advertis (77), nation (71), provinci (69), time (59), eat (46), product (43), prime (42), cctv (42), studi (41), two (41), level (40), program (36), 2009 (35), prime-tim (35), 1 (34),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p520885_index.html
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MLA Citation:

Wang, Xiaoduo. and Cheng, Hong. "Children’s Prime-Time Food Commercials in China: A Content Analysis of National and Provincial TV Channels" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p520885_index.html>

APA Citation:

Wang, X. and Cheng, H. , 2011-08-10 "Children’s Prime-Time Food Commercials in China: A Content Analysis of National and Provincial TV Channels" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <APPLICATION/PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p520885_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: In this content analysis of children’s prime-time TV commercials (N = 761) in China, two national channels (CCTV-1 and CCTV-Children) were compared with two channels (SXTV and HNTV) at the provincial level. Particular attention was paid to food product categories, promotional claims, eating occasions and locales, and characters’ body sizes. It was found that while China’s national channels were more likely to promote healthier food products and eating locales, its provincial channels tended to advertise more high-calorie food products, away-from-home eating locales, and underweight characters. Possible reasons and managerial implications of these disparities in the national and provincial TV commercials—a new and important finding about advertising in this booming market—were discussed.


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