Children may be absorbing multi-million dollar messages propagated in sports related advertisements, promoting alcohol and fast-foods, shows a study.
The researchers found that more than three-quarters of the children aligned at least one correct sponsor with the relevant sport. More than half correctly matched an Australian Football League team with its relevant sponsor, a fast-food chain."Given the unstructured nature of the task, the results provide support for the argument that sports sponsorship effectively reaches child audiences," the authors write, according to an UWA statement."While sponsors may argue that they are not intentionally targeting children, it is clear that their efforts are producing this 'unintended' consequence and that as a result they should come under closer scrutiny." concluded Pettigrew.
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The researchers found that more than three-quarters of the children aligned at least one correct sponsor with the relevant sport. More than half correctly matched an Australian Football League team with its relevant sponsor, a fast-food chain."Given the unstructured nature of the task, the results provide support for the argument that sports sponsorship effectively reaches child audiences," the authors write, according to an UWA statement."While sponsors may argue that they are not intentionally targeting children, it is clear that their efforts are producing this 'unintended' consequence and that as a result they should come under closer scrutiny." concluded Pettigrew.