Parental mediation of food marketing communications aimed at children

摘要: Children spend the majority of their leisure time watching screens various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages. Marketers also reach children more traditional channels, such as on-pack, sales promotions, sponsorship and so on. Given proliferation channels communication methods for reaching child audience, we ask how parents approach task mediating/restricting child’s exposure marketing communications shouldthey wish do so. In a qualitative study investigating parents’ children’s understanding food in UK, found that attempt counter messages across wider range than previously identified, but newer media advergames websites are not fully recognised marketing.