Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media, 1st Edition (e-Book) book cover

Food Advertising and Childhood Obesity

Examining Food Type, Brand Mascot Physique, Health Message, and Media, 1st Edition

By Fariba Esmaeilpour, Mitra Shabani Nashtaee


108 pages | 9 B/W Illus.

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pub: 2020-01-28
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This book explores the ways in which the environmental factor of advertising can influence children’s food choice and health status, and how it contributes to the significant public health issue of childhood obesity.

Food Advertising and Childhood Obesity seeks to gain a better understanding of children’s food choice based on children’s exposure to different advertising by analyzing food type, brand mascot physique, health messages, and media. The book begins by reviewing the ways in which children become consumers and the role of advertising in this process. It then explores a range of advertising variables in children’s food choice and consumption. This includes theoretical and practical discussion of foods and brand mascots, health messages embodied in food advertising, and comparisons of the effects of different advertising based on entertainment level, such as using new media to present ‘advergames’ supported by television advertising. Each chapter is supported with relevant theories and a research summary is presented on each topic for clarification. The book also introduces some ways of constructive working with children and concludes with a chapter dedicated to market research and children.

Written for students and practitioners of marketing, market research, and advertising, especially within the global food industry, this book offers readers a new approach to understanding child food choice and consumption that will inform effective corporate social responsibility strategies to address this issue.

Table of Contents


1 Children as consumers

2 Advertising targeting children

3 Advertising and food choice

4 Stereotyping and advertising characters/mascots

5 Health messages; as a food product appeals

6 Food products placement: integration of advertising and entertainment

7 Marketing research and children

Theories and models



About the Authors

Fariba Esmaeilpour works as executive director at Salaam Avaan Institute (Guilan, Iran), a research NGO with the aim of finding ways to design effective social marketing programs targeted to children. She is also a marketing lecturer.

Mitra Shabani Nashtaee is Assistant Professor of Marketing in the Department of Business Management at Islamic Azad University (Roudbar branch, Roudbar, Iran).

About the Series

Routledge Studies in Marketing

This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice. 

It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Advertising & Promotion
BUSINESS & ECONOMICS / Marketing / General
HEALTH & FITNESS / Children's Health
HEALTH & FITNESS / Diet & Nutrition / General