Day 065 - 09 Dec 94 - Page 03
1 received in the classroom, and the researchers concluded
2 that advertising may have a much more powerful influence
3 than that, but you will have to excuse me one moment while
4 I find it. Is that OK?
6 Q. Yes.
7 A. If we could look at page 13, please? This is in
8 relation to classroom learning of nutrition education. The
9 second paragraph refers to reference 90 which is a report
10 by Iceland 1990, Attitudes to Children in Food; reference
11 90 refers back to reference 87, where it says that children
12 -- "they" meaning children, "appear to distance themselves
13 from classroom lessons and textbook information on
14 nutrition and are more receptive to message" -- sorry,
15 I think there is a typo there, it should read, "messages
16 conveyed by advertising".
18 Q. That is to do with the influence of teachers; what about
19 the parents?
20 A. The report, and I have talked about it in greater depth
21 already in giving my evidence, I have made reference to
22 research which looks at the effect that advertising has on
23 children and the influence on what has been termed "pester
24 power" and the effects that that has in families in
25 relation to who is choosing which foods for whom.
26 I believe there is in this report research that does
27 support that statement.
29 Q. I wonder about that, Ms. Dibb, it means going slightly out
30 of order but no matter. Can we just, in passing, note what
31 you say on page 12 in the right-hand column under the
32 heading "Parental influence: Parents control to some
33 degree" -- I emphasise the words "to some degree" -- "the
34 food eaten in the home and children are also influenced by
35 parental food choices". You do not agree that understates
36 the extent to which food choices within the family are
37 influenced by the parents above all else?
38 A. The influences on children's food choice are very, very
39 complex. It is extremely difficult to isolate particular
40 influences because they are extremely intertwined. Of
41 course, parents have an influence. I am not seeking in any
42 way to say that they do not. Certainly that influence will
43 vary, I think, with age, with circumstance, with
44 individuals, individual families.
46 Q. Can you turn back to your own page 10, which is a piece of
47 research on which you yourself rely, the last complete
48 paragraph on that page, a Welsh Study. Do you have that in
49 the left-hand column?
50 A. Yes.
52 Q. "A Welsh study of preschool children's diets in the early
53 1980s found that by the time children were 18 months old
54 they were eating very much like their parents". If that
55 piece of research be accurately reported, where do we find
56 a place for advertising as a substantial influence directly
57 on the children's choice of foods?
58 A. I think we must be aware here, and it clearly states
59 that we are talking here about children up to the age of 18
60 months. I have just mentioned that age was a significant