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The present research addresses these gaps in our knowledge and utilizes a new approach to study food advertising effects using contemporary social-cognitive theories. Generation M2. By how much would limiting TV food advertising reduce childhood obesity? The majority of food manufacturers and supermarkets are primarily wanting to make money. The evidence is strong and favors the finding that, if the relationship between television advertising and adiposity were causal, the direction would be that exposure to television advertising predicts adiposity rather than that adiposity predicts exposure to television advertising. Figure 2.