Adolescents' Reactions to Food Products and Body Images in Advertisements

• In Event: Are They Buying It? Consumer Socialization and Advertising Responses Among Children & Teens (HHD Session)

Abstract

This study suggests that teens' heavy exposure to food advertising may shape and reinforce body perceptions because of the juxtapositioning of (largely fattening) food products and (mostly thin) models. It examines reactions to food ads through in-depth interviews with 82 adolescents. Guided by the media practice model (MPM), the study finds that adolescents were not confused by mismatches between food products and model body shapes. There was a strong consensus that models in food ads (especially women) must be thin and attractive, reflecting an internalization of the thin ideal. The fame status of models emerged as a meaningful criterion in adolescents' reactions to ads. Though the MPM predicts gender differences, the reactions to and expectation from food ads were largely similar for male and female adolescents. A clear interplay was identified between adolescents' lived experiences – their concern for nutrition, physical exercising, and body image – and their perceptions of food ads.


 

Authors

• Tali Te'eni-Harari, Peres Academic Center

• Keren Eyal, Interdisciplinary Center (IDC) Herzliya