Children's Experience of Overweight Promotional Characters in Marketing Activities: A Phenomenological Study

This research aims to discover children’s experiences of exposure to overweight cartoon characters used in promotional activity, especially by food industry. In order to discover participants’ experiences during exposure to overweight promotional characters, hermeneutic phenomenological method –because of its suitability- was used. Thirteen children (six to eleven years old) were selected through snowball approach to participate in this study. In order to data gathering, thematic stories and in-depth interview were used. Results from coding indicated that popularity of overweight cartoon characters could lead to accept overweight stereotypes (e.g. overeating) and affect children’s food requests. These characters could be effective in persuading children to try unfamiliar food options when they are used to promote new foods.