TY - JOUR
T1 - Food for thought or food for emotions? An analysis of marketing strategies in television food advertising seen by children in Colombia
AU - Velasquez, Alcides
AU - Parra, Maria Fernanda
AU - Mora-Plazas, Mercedes
AU - Gómez, Luis Fernando
AU - Taillie, Lindsey Smith
AU - Dillman Carpentier, Francesca Renee
N1 - Publisher Copyright:
© The Author(s), 2023. Published by Cambridge University Press on behalf of The Nutrition Society.
PY - 2023/11/10
Y1 - 2023/11/10
N2 - Objective: To establish the relationship between the marketing strategies and nutritional quality of foods and beverages promoted in television food advertisements (TV ads) seen by Colombian child audiences overall and based on child gender and socio-economic strata (SES). Design: A quantitative content analysis of marketing appeals was combined with nutritional data of the food products advertised and matched with TV audience ratings data for each food and beverage ads for Colombian children between 4 and 11 years. Setting: All beverages and foods TV ads cable or over-the-air channels in Colombia in 2017. Participants: N/A. Results: Compared with rational appeals (e.g. freshness, health or nutrition messages), emotional appeals (referencing or depicting human senses or emotions, e.g. using cartoons to suggest fun) were more frequently used in the TV ads most viewed by Colombian children. Female children and children in lower SES tended to be more exposed to emotional appeals in TV ads than their male or higher SES counterparts. Furthermore, TV ads using more emotional appeals tended to be for products high in problematic nutrients. Conclusion: The findings of this study highlight the need to implement statutory measures to reduce the deleterious effect of food marketing on children.
AB - Objective: To establish the relationship between the marketing strategies and nutritional quality of foods and beverages promoted in television food advertisements (TV ads) seen by Colombian child audiences overall and based on child gender and socio-economic strata (SES). Design: A quantitative content analysis of marketing appeals was combined with nutritional data of the food products advertised and matched with TV audience ratings data for each food and beverage ads for Colombian children between 4 and 11 years. Setting: All beverages and foods TV ads cable or over-the-air channels in Colombia in 2017. Participants: N/A. Results: Compared with rational appeals (e.g. freshness, health or nutrition messages), emotional appeals (referencing or depicting human senses or emotions, e.g. using cartoons to suggest fun) were more frequently used in the TV ads most viewed by Colombian children. Female children and children in lower SES tended to be more exposed to emotional appeals in TV ads than their male or higher SES counterparts. Furthermore, TV ads using more emotional appeals tended to be for products high in problematic nutrients. Conclusion: The findings of this study highlight the need to implement statutory measures to reduce the deleterious effect of food marketing on children.
KW - Childhood obesity
KW - Commercial determinants of health
KW - Food advertising
KW - Food marketing
KW - Nutrition transition
UR - http://www.scopus.com/inward/record.url?scp=85169443753&partnerID=8YFLogxK
U2 - 10.1017/S1368980023001702
DO - 10.1017/S1368980023001702
M3 - Article
AN - SCOPUS:85169443753
SN - 1368-9800
VL - 26
SP - 2243
EP - 2255
JO - Public Health Nutrition
JF - Public Health Nutrition
IS - 11
ER -