Mothers’ Intentions to Support Children’s Physical Activity Related to Attention and Implicit Agreement with Advertisements

Abstract

Participants automatically tended to agree with campaign messages when the focus was on children in general, but there was greater disagreement when asked about participant's own children. Why most mothers were not in agreement with the reality of how much physical activity their children needs remains to be determined.

Exploring the impact of the ‘new’ ParticipACTION: overview and introduction of the special issue

“…Such results implied the importance of building brand equity with advertisement viewers by maintaining brand exposure throughout the campaign. 22 The findings from these studies examining the "Think Again" campaign present some significant implications for developing familybased interventions and campaigns to promote physical activity: 1) emphasiz ing the importance of providing support and raising the perceived control of par ents over supporting their children to be active 21 ; 2) shifting towards changing soci etal beliefs about the amount of physical activity necessary for children 20 ; 3) pro viding accurate information about the physiological indicators and intensity lev els of certain activities, promoting partici pation in nontraditional forms of activity, and creating tips to effectively support children's physical activity 18 ; 4) imple menting future mass media campaigns concurrently with policies, environmental changes, and appropriate programs to expand positive outcomes 24 ; and, 5) the medium through which the message is delivered 19 and perceptions of the spon soring organization 22 have an impact of outcomes of interest such as message awareness. These insights were shared directly with the ParticipACTION leader ship team and have been taken into con sideration for future social marketing campaigns and initiatives as well as in content development for the website, newsletters, blogs, etc.…”

Impact of television advertising on human health

“…Wykazały one pozytywny efekt interwencji z udziałem mediów, czego wynikiem był wzrost wiedzy i świadomości na temat roli kultury fizycznej na zdrowie, choć nie zawsze przekładał się on na zmianę postaw i zachowań w tym zakresie lub zmiana ta miała charakter krótkotrwały. [15][16][17][18][19][20][21][22][23][24][25][26][27] W wyniku badań wykazano, że reklamy propagujące szczupłe sylwetki osób ćwiczących mają istotny wpływ przede wszystkim na kobiety. Również reklamy przedstawiające ćwiczenia wykazały się wysoką skutecznością w zmianie postaw i zachowań w zakresie aktywności fizycznej.…”

“…Zgadzały się one najczęściej, że brak aktywności fizycznej wśród dzieci jest problemem, jednak nie wszystkie matki dostrzegały ten problem wśród swoich dzieci. 29 Należy zwrócić również uwagę na obszerne badanie wykonane w Australii, w którym wykorzystano reklamę telewizyjną do promocji the message by acting in three different ways: by improving the mood of the viewers, by attracting their attention and helping them to understand the message, and by increasing a positive attitude to the advertisement. 14…”

“…However, it does not always mean a radical change of attitudes and behaviours in this area, or the change, if it occurred, was frequently shortterm. [15][16][17][18][19][20][21][22][23][24][25][26][27] The research has also demonstrated that the commercials propagating slimness of body in persons who exercise have a significant impact primarily on women. Also, commercials presenting physical exercises proved to be highly effective in changing behaviours and attitudes towards physical activity.…”

“…They frequently agree that the lack of physical activity in children is a serious problem, however, not all mothers notice this problem in their own children. 29 An extensive study done in Australia is worth noting since it shows how TV advertising was used to promote physical activity in the society, causing noticeable increase in awareness and behaviour change. 30…”