DUAL-MODALITY DISCLAIMERS, EMOTIONAL APPEALS, AND PRODUCTION TECHNIQUES IN FOOD ADVERTISING AIRING DURING PROGRAMS RATED FOR CHILDREN

摘要

The Federal Trade Commission (FTC) directed advertisers to present disclaimers in the dual-modality format more easily understood by children. A content analysis of the emotional appeals, ptoduction techniques, and types of disclaimers appearing in over 3,800 food television advertisements was conducted. Ads appearing in child-rated programs present significantly more of the emotional appeals and production techniques that reseatch suggests capture the attention of younger children. Most disclaimers in child-rated programs were not dual modality. Future research should examine wherher food advertising ptesents a potentially distracting mix of production techniques and emotional appeals that may divert children's attention from disclaimers.