McAdvertising and children: fast food television advertisement strategies and reception by preschoolers

Abstract

This is a study of the relationship between fast food (especially McDonald’s) advertisement strategies on Singapore television and their reception by preschoolers (aged four to six) in relation to the fast food habits of children. The research was conducted with 36 children at two care centers in Singapore. The reception of television fast food advertisements by these children was studied using ethnographic in-depth interviews.