Non-Branded Food Placements in Children’s Entertainment Programs: A Content Analysis

ABSTRACTFood messages transmitted in media are considered to affect children´s eating habits. Depending on the healthiness of the food messages, these food portrayals can be supportive or non-supportive in educational food content, affecting eventually childhood obesity. This study aims to analyze how food references present in children´s animated cartoons are depicted, considering not only their prevalence and prominence but also their educational nature which is measured by the overall message that is being transmitted. A content analysis of non- branded food placements was conducted on the basis of 25 international cartoon series for children (aged 3–12) with 4,790 minutes of viewing. A total of 1,065 food placements occurred with a rate of one placement approximately every five minutes. A balance was found between the frequency of low and highly-recommended consumption foods and the same happened considering the educational nature of the global message. When the target age and the country of origin we...