Media Influence and Childhood Obesity: Recording Advertising Clips for better Health

As a PhD researcher at University of Sheffield, I investigate Media Influence and Childhood Obesity.

Building on research that explains how food advertising impacts children’s food choices and parent’s purchase behaviour, I wish to find ways to utilise the powerful influence of advertising in order to encourage healthy eating practices and improve children’s health and wellbeing.

Worldwide, 42 million children under the age of 5 are overweight or obese. 1.9 billion adults are overweight. The financial and humanitarian costs are immense.

Obesity results from a complex interaction of genetic, behavioral and environmental factors causing an imbalance between energy intake and energy expenditure.

But rather than blaming this epidemic on individual food choices, physical activity levels and eating patterns, I believe that it is important to consider factors in the environment that facilitate or undermine healthy choices in order to design effective prevention and intervention strategies.

Recently, I recorded a number of advertising clips that model different eating behaviours, such as “Loving healthy foods” or “Hating junk foods” that will be used as part of a research study investigating advertising effects and eating behaviour in children.

Children and parents from all across Sheffield and a volunteer film-crew helped me to record the advertising clips in just one weekend. Have a look behind the scenes and find out about exciting cooking activities for kids!

The clips will be used as part of an experiment, where children get to watch one of these advertising clips embedded in a children’s program. Afterwards, the children can help themselves to food and drink from an unlimited buffet und we measure how the advertising clips affect children’s food choices and overall consumption.













Have a look behind the scenes and find out about exciting cooking activities for kids!


View the advertisement clips on my Youtube Channel!


Want to know more?

Collecting, analysing and interpreting sufficient amounts of data takes time!
Until results are ready and reports published,

you can have a look at my Online Material (link)!