Childhood obesity and television food advertising – Advertising of healthy eating to adolescents guided by the principles of social marketing

AM Sherrington
Aim: Drawing upon fundamental principles of social marketing, this thesis approached food advertising from the perspective of adolescents. Through development of in-depth consumer understanding, the aim was to establish how to advertise healthy eating in ways that would resonate with them. Methodology: A three-year, longitudinal study was conducted with English and Swedish 12-14-year-olds. Using a social constructionist perspective, meaning was sought through an emphasis upon verbal and visual language. Varied and creative research methods explored...
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