Biocultural analysis: the effect of the advertising campaign “5 a day” on pupils

Abstract

Objetive: We analysed the effect of the advertising campaign “5 A Day” on pupils. The investigation focused on how pupils perceived food advertising from an anthropological point of view. Design: The analysis was based on a combination of qualitative and quantitative methodologies. The following items were used for the study: References revision, Participant observation, 9 discussion groups with pupils, 90 semi structured interviews to families, 9 nutrition workshops, Collection of data using frequency questionnaires (180). Setting: We selected 10 pupils in each classroom. We only selected pupils that didn’t eat in the school dining room. Participants: A sample of 90 pupils (aged from 3-5) in a private school in Murcia. The parents of each child. Interventions: In the first term of the 2004-2005 course. A participant observation was made: during the first two weeks the students were shown a video. The children were involved in various nutritional workshops. Interviews were carried out to the parents of each child. After the workshops, six discussion groups were executed (one for each classroom). Results: Pupils that saw the food adverts didn’t maintain their revised eating habits over time. Although they believed food advertising was a useful tool in the consumption of fruits and vegetables, there were other, more important influences. There were other influences like seeing their peers eating fruit and vegetables. Conclusion and Implications: Eating habits are very complex and rely on nutritional guidance as well as other factors. Because of this we must study other variables, like the influence of peers.