Abstract
Background: The purpose of this study was to
describe advertisements of children’s entertainment products in a popular
magazine, Parents, and to determine if they illustrated behavior that
was physically active or sedentary.
Methods: The sample was comprised of Parents magazines
(January 2010 to December 2015). Coding involved determining if the
advertisement was promoting sedentary or active behavior.
Results: Nearly all of the 169 advertisements in the sample (n =
166; 97.6%) were for products that depicted sedentary behavior. The most common
types of entertainment products advertised were DVDs (n = 72), plastic stacking
products (n = 18), books (n=14), and electronic devices (n = 13). The most
popular theme that appeared in the advertisements was the entertainment product
would enhance intelligence (n = 85; 50.3%, 95% CI: 0.43-0.58). The overwhelming
majority (n = 136; 80.5%. 95% CI: 0.76-0.87) of the advertisements involved the
presence of a character.
Conclusion: This type of
advertising does not contribute to the nation’s goals of increasing physical
activity among youth.