Home > Publications . Search All . Browse All . Country . Browse PSC Pubs . PSC Report Series

PSC In The News

RSS Feed icon

Stern, Novak, Harlow, and colleagues say compensation due Californians forcibly sterilized under eugenics laws

Burgard and Seelye find job insecurity linked to psychological distress among workers in later years

Former PSC trainee Jay Borchert parlays past incarceration and doctoral degree into pursuing better treatment of inmates

More News

Highlights

Savolainen wins Outstanding Contribution Award for study of how employment affects recidivism among past criminal offenders

Giving Blueday at ISR focuses on investing in the next generation of social scientists

Pfeffer and Schoeni cover the economic and social dimensions of wealth inequality in this special issue

PRB Policy Communication Training Program for PhD students in demography, reproductive health, population health

More Highlights

Next Brown Bag

Mon, Jan 23, 2017 at noon:
H. Luke Shaefer

Visual communication to children in the supermarket context: Health protective or exploitive?

Archived Abstract of Former PSC Researcher

Berry, Brent, and T. McMullen. 2008. "Visual communication to children in the supermarket context: Health protective or exploitive?" Agriculture and Human Values, 25(3): 333-348.

In light of growing concerns about obesity, Winson (2004, Agriculture and Human Values 21(4): 299-312) calls for more research into the supermarket foodscape as a point of connection between consumers and food choice. In this study, we systematically examine the marketing of ready-to-eat breakfast cereals to children in Toronto, Ontario supermarkets. The supermarket cereal aisle is a relatively unstudied visual collage of competing brands, colors, spokes-characters, and incentives aimed at influencing consumer choice. We found that breakfast cereal products with higher-than-average levels of sugar, refined grains, and trans-fats are more likely to feature child-oriented marketing in the form of spokes-characters, themed cereal shapes/colors, and child incentives on cereal boxes. These forms of visual communication are consistent with a "health exploitive" pattern of targeted marketing to children in the supermarket setting. Only one aspect of visual communication is consistent with a "health protective" pattern of marketing to children-cereals shelved within reach of children aged 4-8 had less sugar per serving and were less likely to contain trans-fats than less reachable products. We discuss the implications of our findings for the measurement and regulation of marketing to children in North American supermarkets.

DOI:10.1007/s10460-007-9110-0 (Full Text)

Browse | Search : All Pubs | Next