• Priyanka Ravindran
• Dr. Saranya T

Television is one of the most influential and compelling forms of media that is consumed by a large variety of people across the globe. It acts as a medium through which the viewers can gain different types of information. Advertising is one of the most important features of television that has the power to mold the audience’s perception on various topics. Food and beverage advertising constitute majority of the commercials shown on television that is consumed by people on an everyday basis. This research paper aims to understand the possible impact these types of advertisements can have on consumer behavior and how it can affect people’s food choices and purchase decisions. The most significant observation made in this study was that food and beverage advertisements tend to promote unhealthy food products and consumption patterns. This research was conducted through the process of content analysis on the basis of 14 parameters that determined the factors that affect consumer decisions through advertising. Although the analysis was limited to only 6 categories of television channels, this form of analysis is unique as compared to previous research papers because not only does it analyze the representation of food and beverages in advertisements, but it also focuses on how advertisements differ from channel to channel, depending on their target audience. Due to this bifurcation, consumers of different age groups are impacted adversely on the basis of the target group they belong to.

Food Advertising, Beverage Advertising, Television, Consumer Behaviour, Food Choices

"Impact of Food and Beverage Advertising in Television Commercials on Consumer Behaviour and Food Choices: An Evaluation", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 5, page no.c716-c745, May-2022, Available :http://www.jetir.org/papers/JETIR2205293.pdf

"Impact of Food and Beverage Advertising in Television Commercials on Consumer Behaviour and Food Choices: An Evaluation", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 5, page no. ppc716-c745, May-2022, Available at : http://www.jetir.org/papers/JETIR2205293.pdf