Técnicas de marketing en publicidades de alimentos y bebidas en canales infantiles de Argentina: diferencias según calidad nutricional nutricional

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Abstract

INTRODUCCIÓN: Las publicidades utilizan un amplio espectro de técnicas visuales, auditivas y emocionales para persuadir a los niños o padres, empleando diferentes estrategias según la calidad nutricional de los alimentos y bebidas. OBJ ETIVOS: Describir las técnicas de marketing utilizadas en las publicidades de alimentos y bebidas durante la programación televisiva infantil y su relación con la calidad nutricional de los alimentos y bebidas. MÉTODOS: Se realizó un estudio descriptivo y transversal. Las técnicas de marketing se categorizaron según el modelo propuesto por Hebden, que considera atractivo emocional, características del producto, elementos visuales y elementos de sonido y audio. Se analizaron 100 publicidades; una cuarta parte de los alimentos y bebidas se categorizaron como saludables según el sistema de perfiles de nutrientes de Food Standards Agency (FSA). RESULTADOS: Las técnicas de marketing más utilizadas fueron la diversión/felicidad (83% de los anuncios), fantasía e imaginación (59%), palatabilidad (54%), dibujos o personajes animados (55%), música/jingles (97%) y mensajes dirigidos al público infantil (83%). CONCLUSIONES: Se observaron diferencias entre las técnicas utilizadas según la calidad nutricional de los alimentos y bebidas.

Translated abstract

INTRODUCTION: Advertising uses a broad spectrum of visual, auditory and emotional techniques to persuade children or parents, with different strategies according to the nutritional quality of food and beverages. OBJECTIVES: To describe the marketing techniques used in food and beverage advertising during children's TV programming and their relation with the nutritional quality of food and beverages. METHODS: A descriptive and cross-sectional study was carried out. Marketing techniques were classified according to Hebden by emotional appeal, product characteristics, visual elements, and sound and audio elements. A total of 100 advertisements were analyzed, 25% of the food and beverages were categorized as healthy according to the nutrient profiling system of Food Standards Agency (FSA). RESULTS: The most used marketing techniques were fun/happiness (83%), fantasy and imagination (59%), palatability (54%), cartoon or animated characters (55%), music/jingles (97%) and messages aimed at children (83%). CONCLUSIONS: Differences were observed between the techniques according to the nutritional quality of food and \Joeverages.

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Most cited references 17

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Effect of television advertisements for foods on food consumption in children.

Jason C.G. Halford, Jane Gillespie, Victoria Brown … (2004)

The impact of television (TV) advertisements (commercials) on children's eating behaviour and health is of critical interest. In a preliminary study we examined lean, over weight and obese children's ability to recognise eight food and eight non-food related adverts in a repeated measures design. Their consumption of sweet and savoury, high and low fat snack foods were measured after both sessions. Whilst there was no significant difference in the number of non-food adverts recognised between the lean and obese children, the obese children did recognise significantly more of the food adverts. The ability to recognise the food adverts significantly correlated with the amount of food eaten after exposure to them. The overall snack food intake of the obese and overweight children was significantly higher than the lean children in the control (non-food advert) condition. The consumption of all the food offered increased post food advert with the exception of the low-fat savoury snack. These data demonstrate obese children's heightened alertness to food related cues. Moreover, exposure to such cues induce increased food intake in all children. As suggested the relationship between TV viewing and childhood obesity appears not merely a matter of excessive sedentary activity. Exposure to food adverts promotes consumption.

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Television advertising and branding. Effects on eating behaviour and food preferences in children.

Emma Boyland, Jason C.G. Halford (2013)

Television provides one of the first, and most intimate, experiences of commercial food promotion. Therefore, unsurprisingly, the effects of television advertising on children's brand preferences are well established. However, its effect on actual food intake and the food choices in children of various weight statuses has only recently been characterised. Despite regulation, children in the UK are exposed to considerable numbers of food adverts on television. These are predominantly for foods high in fat, salt and sugar (HFSS), which are marketed to children using promotional characters and themes of fun. Such adverts have been shown to cause significant increases in intake, particularly in overweight and obese children, and enhanced preference for high carbohydrate and high fat foods in children who consume the greatest amounts of televisual media. Copyright © 2012 Elsevier Ltd. All rights reserved.