Food ads for kids feed on social prejudices

Abstract

Advertisements can have a great influence on how children think and behave. However, they are not always immune to depicting regressive social norms. A study of food commercials on children’s television channels in India finds flaws in how they represent gender. These ads feature boys a lot more than girls and portray mothers instead of fathers as the main providers of food at home. One way the commercials do go against Indian society’s biases is by showing kids engaged in sports just as much as studies.