Abstract

This study investigates the extent to which advertising messages directed at children promote either foreign or locally oriented food culture among children in Nigeria. A survey of 200 primary and secondary school children in Ogun and Lagos States, Nigeria was carried out. Quantitative and qualitative data were generated using questionnaire and focus group discussion (FGD) guide as instruments. The study finds that respondents are aware of the multiplicity of commercial messages on children foods and drinks in Nigeria and children tend to prefer foreign –oriented foods and drinks to locally-oriented menus.  However, children’s personal food likes and dislikes along with direct influences of their parents, particularly mothers, tended to be of greater significance as variables influencing children’s food choices than the influence of advertising.

Key Words: Advertising; Children; Food Culture; Food Security; Consumers; Learning, Promotion.

^JCMRJournal of Communication and Media Research, Vol. 7, No. 2, October 2015, 227 – 244 

©Delmas Communications Ltd.

About the author

*Dr. Rotimi Williams OLATUNJI, Ph.D. is Associate Professor, and Acting Dean, School of Communication, Lagos State University (LASU), Lagos, Nigeria.

Full Article

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