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Table 1 Marketing techniques examined

From: Differences in child and adolescent exposure to unhealthy food and beverage advertising on television in a self-regulatory environment

Marketing technique

Description

Child actors

Main characters in the advertisement are children (0–12 years), or have childlike voices

Child products

A product that appeals to children due to the type/nature of product (e.g., candy, compartment snacks), its shape, colour and/or design

Child-appealing characters

Cartoon characters, animals, or imaginary, fantasy, or virtual creatures

Child language

The level of language is that commonly used by children or language is directed at children (e.g., “Hey Kids”)

Child-appealing special effects

Lettering, colours, special effects, animation, music, songs or jingles that appeal to children

Child themes

Child-appealing themes linked to fantasy, magic, mystery, suspense, adventure, or virtual worlds are featured

Use of spokes-characters

E.g., brand-owned characters such as Tony the Tiger

Parent-child situations

Situations that play on the parent-child relationship or other authority-based relationship (i.e., coach-child or teacher-child)

Use of licensed characters

E.g., Dora the Explorer or Spiderman

Cross-promotions

Cross-promotions to movies or television shows watched by children

Child incentives

Free gifts including toys, books, collectibles aimed at children

Teen actors

Youth (12–17 years) were prominently featured

Teen language

E.g., “hey dude”

Teen music

E.g., rap

Teen themes

Themes based on adolescent activities or interests (e.g., socializing, school-related activities like dances, sports or extreme sports/risk-taking behavior, adolescent-directed humor, freedom, popular music/culture, video games)

Teen incentives

E.g., gift card to movie theatre

Teen humour

E.g., boy wiping out on a skateboard

Contest/sweepstakes

Prizes are given away at no charge to the participants and there is a competition (not every consumer will win).

Celebrity endorsements

E.g., musical groups, film stars, athletes, etc.

Health claims

Health or nutrition claims

Price promotions

Price related premiums or rebates (e.g., bonus offers, calls to action to encourage purchase)

Call to action - online

Sending viewers online to access brand website, app, etc.