Children’s Advertising Literacy: Do BMI, Body Shape Perception, Self-Esteem and TV Exposure Matter?

The purpose of this study is to analyze whether the body mass index (BMI), body shape perception (BSP) and self-esteem influence children’s development of TV advertising literacy. Given the present rise in overweight among children and the dominance of advertising for highly sugared, salted or fatty foods, the relationship between the three above-mentioned factors and advertising literacy deserves attention (e.g. Desrochers and Holt, 2007; Harker et al., 2007). Furthermore, the influence of TV exposure on advertising literacy as well as the relationship between advertising literacy and the effects of advertising on children are researched. Concerning the nature of these relationships a consensus has not yet been reached in the literature and further empirical research is required.