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Health Promot Perspect. 2016 Dec 18;7(1):47-49. doi: 10.15171/hpp.2017.09. eCollection 2017.

Advertisements for children's entertainment products in a popular parenting magazine: sedentary or active?

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Department of Public Health, William Paterson University, Wayne, NJ 07470, USA.
Health and Behavior Studies, Teachers College, Columbia University, NY, NY 10027, USA.


Background: The purpose of this study was to describe advertisements of children's entertainment products in a popular magazine, Parents, and to determine if they illustrated behavior that was physically active or sedentary. Methods: The sample was comprised of Parents magazines (January 2010 to December 2015). Coding involved determining if the advertisement was promoting sedentary or active behavior. Results: Nearly all of the 169 advertisements in the sample (n = 166; 97.6%) were for products that depicted sedentary behavior. The most common types of entertainment products advertised were DVDs (n = 72), plastic stacking products (n = 18), books (n=14), and electronic devices (n = 13). The most popular theme that appeared in the advertisements was the entertainment product would enhance intelligence (n = 85; 50.3%, 95% CI: 0.43-0.58). The overwhelming majority (n = 136; 80.5%. 95% CI: 0.76-0.87) of the advertisements involved the presence of a character. Conclusion: This type of advertising does not contribute to the nation's goals of increasing physical activity among youth.


Advertisements; Children; Entertainment products; Sedentary

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