September 24/Lawrence, Kan./French Tribune -- Though it is believed by parents that children are misled by TV ads, which show fast-foods as extra-delicious and nutritious. It is being said by researchers at the University of Missouri-Kansas City that the same is merely a perception.

The study was carried out in collaboration with researchers from the University of Kansas Medical Center. It has been told following the same that it is rather brand names on the foods that attract children more towards themselves.

It is being said that Pizza Hut, Burger King and McDonalds-like names are enough to be branded by youngsters on their brains. The claims are based on MRI scans conducted during the study to examine children's appetite as well as pleasure centres.

The team found that during display of advertising images, the brand names light up in front of children. However, the brand names made their brains fail to respond when these had no connection with the food.