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Am J Prev Med. 2013 Nov;45(5):560-8. doi: 10.1016/j.amepre.2013.06.011.

Receptivity to television fast-food restaurant marketing and obesity among U.S. youth.

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  • 1Department of Pediatrics, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire; Department of Community and Family Medicine, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire; Norris Cotton Cancer Center, Lebanon, New Hampshire. Electronic address: Auden.C.McClure@Hitchcock.org.

Abstract

BACKGROUND:

Advertisement of fast food on TV may contribute to youth obesity.

PURPOSE:

The goal of the study was to use cued recall to determine whether TV fast-food advertising is associated with youth obesity.

METHODS:

A national sample of 2541 U.S. youth, aged 15-23 years, were surveyed in 2010-2011; data were analyzed in 2012. Respondents viewed a random subset of 20 advertisement frames (with brand names removed) selected from national TV fast-food restaurant advertisements (n=535) aired in the previous year. Respondents were asked if they had seen the advertisement, if they liked it, and if they could name the brand. A TV fast-food advertising receptivity score (a measure of exposure and response) was assigned; a 1-point increase was equivalent to affirmative responses to all three queries for two separate advertisements. Adjusted odds of obesity (based on self-reported height and weight), given higher TV fast-food advertising receptivity, are reported.

RESULTS:

The prevalence of overweight and obesity, weighted to the U.S. population, was 20% and 16%, respectively. Obesity, sugar-sweetened beverage consumption, fast-food restaurant visit frequency, weekday TV time, and TV alcohol advertising receptivity were associated with higher TV fast-food advertising receptivity (median=3.3 [interquartile range: 2.2-4.2]). Only household income, TV time, and TV fast-food advertising receptivity retained multivariate associations with obesity. For every 1-point increase in TV fast-food advertising receptivity score, the odds of obesity increased by 19% (OR=1.19, 95% CI=1.01, 1.40). There was no association between receptivity to televised alcohol advertisements or fast-food restaurant visit frequency and obesity.

CONCLUSIONS:

Using a cued-recall assessment, TV fast-food advertising receptivity was found to be associated with youth obesity.

© 2013 American Journal of Preventive Medicine.

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