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This study investigates the role of physical appearance (body mass index (BMI), body shape perception, self-esteem) and variables related to eating habits (food choice, critical attitude towards food, parents� attitude towards food) in the development of advertising literacy in children focusing on food advertising. Based on the concept of self-esteem and the theory of cognitive dissonance, a research model is developed and tested in an empirical study with 249 children aged 7 to 11. Using PLS path modelling, self-esteem and critical attitude towards food are identified as factors influencing advertising literacy directly. Self-esteem is significantly influenced by children�s BMI and body shape perception, while critical attitude is determined by children�s food choices and children�s perception of their parents� attitude towards food. Evidence was found that the influence of body shape perception on advertising literacy is fully mediated by self-esteem. The results link variables related to physical appearance and eating habits to how children deal with advertising. Implications for academic research and public policy are discussed, and the study raises issues for children�s advertising literacy support and training.
