scholarly journals Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

Foods ◽  
2020 ◽  
Vol 9 (1) ◽  
pp. 51
Author(s):  
Gudrun Roose ◽  
Lana Mulier
Keyword(s):  
Public Policy ◽  
Laboratory Experiments ◽  
Healthy Food ◽  
Food Advertising ◽  
Advertising Effectiveness ◽  
Unhealthy Food ◽  
Underlying Process ◽  
Negative Thoughts ◽  
Food Advertisements ◽  
Important Objective

With increasing obesity rates and the daily overload of unhealthy food appeals, an important objective for advertising today is to promote healthy food consumption. According to previous research, sensory food advertisements referring to multiple senses—a combination of visual (sight), tactile (touch) and olfactory (smell) cues—evoke more positive sensory thoughts and, therefore, higher taste perceptions than advertisements referring to a single sense (e.g., only taste cues). However, this research only focused on sensory advertising for unhealthy food. The current research investigates how sensory advertising can promote healthy food. While multiple-sense ads for unhealthy food were shown to be more effective than single-sense ads, we find that, for healthy food, single-sense ads increase taste perceptions and advertising effectiveness compared to multiple-sense ads. In two laboratory experiments, we show a different underlying process for this effect—that is, single-sense ads evoke fewer negative thoughts than multiple-sense ads, which mediates the effect of single-sense versus multiple-sense ads on taste perceptions and advertising effectiveness. Moreover, we show that these effects occur not only for verbal ads but, importantly, also for visual ads, which are omnipresent today. This article closes with implications for theory and suggestions for food marketers, ad executives, and public policy.

scholarly journals From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements

2018 ◽  
Vol 120 (6) ◽  
pp. 1170-1182 ◽  
Author(s):  
Gudrun Roose ◽  
Maggie Geuens ◽  
Iris Vermeir
Keyword(s):  
Content Analysis ◽  
Healthy Food ◽  
Food Advertising ◽  
Unhealthy Food ◽  
Healthy Foods ◽  
Content Type ◽  
Advertising Appeals ◽  
Preliminary Examination ◽  
Food Advertisements ◽  
Western European

PurposeThe purpose of this paper is to perform a preliminary examination of informational and transformational advertising appeals in contemporary advertisements for healthy and unhealthy foods.Design/methodology/approachWestern (European) food advertisements published in Belgian food magazines were content analyzed to identify informational and transformational advertising appeals. Belgian food advertising was selected as an adequate representation of Western (European) food advertising because marketing in Belgium is permeated by international influences (cf. Belgian Federal Government). Advertisements were sampled from three magazines over a period of five years, from January 2009 to December 2013. The sample comprised 325 unique advertisements, including 159 for healthy foods and 166 for unhealthy foods.FindingsThe results of the content analysis indicated that healthy food advertisements in Belgium are mainly informational, whereas unhealthy food advertisements are mainly transformational.Originality/valueThis preliminary examination of informational and transformational advertising appeals in contemporary healthy food and unhealthy food advertisements shows that healthy food advertisements in Belgium are mainly informational, whereas the segment of consumers which is precarious – people low-involved with healthy food – are mainly attracted by transformational advertising appeals. The contrasting transformational strategy of unhealthy-food advertisements can provide inspiration for healthy food advertisers to help increase healthy food consumption.

scholarly journals Exposure of Children to Unhealthy Food and Beverage Advertisements in South Africa

2021 ◽  
Vol 18 (8) ◽  
pp. 3856
Author(s):  
Daniel A. Yamoah ◽  
Jeroen De Man ◽  
Sunday O. Onagbiye ◽  
Zandile J. Mchiza
Keyword(s):  
South African ◽  
Healthy Food ◽  
Food Advertising ◽  
Regulation System ◽  
Unhealthy Food ◽  
The South ◽  
Food And Beverages ◽  
Persuasive Strategies ◽  
Food And Beverage ◽  
Marketing To Children

Television (TV) is a powerful medium for marketing food and beverages. Food and beverage marketers tend to use this medium to target children with the hope that children will in turn influence their families’ food choices. No study has assessed the compliance of TV marketers with the South African Marketing to Children pledge since the enactment of the 2014 food advertising recommendations by the South African Department of Health and the Advertising Standards Authority. This study investigated the extent and nature of advertising of unhealthy versus healthy food and beverages to children in South African TV broadcasting channels. The date, time, type, frequency and target audience of food advertisements (ads) on four free-to-air South African TV channels were recorded and captured using a structured assessment guide. The presence of persuasive marketing techniques was also assessed. Unhealthy food and beverage advertising was recorded at a significantly higher rate compared with healthy food and beverages during the time frame when children were likely to be watching TV. Brand benefit claims, health claims and power strategies (e.g., advertising using cartoon characters and celebrated individuals) were used as persuasive strategies. These persuasive strategies were used more in unhealthy versus healthy food ads. The findings are in breach of the South African Marketing to Children pledge and suggest a failure of the industry self-regulation system. We recommend the introduction of monitored and enforced statutory regulations to ensure healthy TV food advertising space.

Food Advertising on Television Before and After a National Unhealthy Food Marketing Regulation in Chile, 2016–2017

2020 ◽  
Vol 110 (7) ◽  
pp. 1054-1059 ◽  
Author(s):  
Teresa Correa ◽  
Marcela Reyes ◽  
Lindsey Smith Taillie ◽  
Camila Corvalán ◽  
Francesca R. Dillman Carpentier
Keyword(s):  
Food Advertising ◽  
Food Marketing ◽  
Unhealthy Food ◽  
Fruit And Vegetable ◽  
Breakfast Cereals ◽  
Saturated Fats ◽  
Food Advertisements ◽  
Before And After

Objectives. To study changes in food advertising on television after Chile’s food marketing restriction was implemented in June 2016. Methods. Food advertisements shown between 6 am and 12 am on the 4 primary broadcast and 4 cable channels with the largest Chilean youth audiences during 2 random weeks in April and May 2016 and 2017 were analyzed for product nutrition and child-directed marketing. Results. The percentage of ads for foods high in energy, saturated fats, sugars, or sodium (HEFSS) decreased from 41.9% before the regulation to 14.8% after the regulation (P < .001). This decrease occurred in programs intended for children (from 49.7% to 12.7%; P < .001) as well as general audiences (from 38.5% to 15.7%; P < .001). The largest declines were seen for sodas, desserts, breakfast cereals and industrialized fruit- and vegetable-flavored drinks. Fewer HEFSS ads featured child-directed content (a decrease from 44.0% to 12.0%; P < .001), and the remaining child-directed HEFSS ads primarily aired on internationally owned cable channels. Conclusions. The significant postregulation decrease in the prevalence of HEFSS television ads suggests that children in Chile are now less exposed to unhealthy food advertising. However, television originating from national and international outlets should still be monitored for compliance.

scholarly journals Impact of a voluntary industry code for advertising food to children and young people: an analysis of New Zealand television data

2021 ◽  
pp. 1-27
Author(s):  
Stephanie Shen ◽  
Sally Mackay ◽  
Arier Lee ◽  
Cliona Ni Mhurchu ◽  
Ahmed Sherif ◽  
...  
Keyword(s):  
New Zealand ◽  
Young People ◽  
Government Regulation ◽  
Food Advertising ◽  
Viewing Time ◽  
Unhealthy Food ◽  
Children And Young People ◽  
Number Of Children ◽  
Food Advertisements ◽  
The Impact

Abstract Objective: To evaluate the impact of the 2017 update to the voluntary Advertising Standards Authority (ASA) Code for Advertising Food on children and young people’s exposure to unhealthy food advertisements on New Zealand television. Design: Audience ratings data were analysed for New Zealand children and young people’s television viewing for eight random days prior to (June to August 2015) and following (October to December 2018) the code update, from 6.00am-midnight (864 hours). Food advertisements were coded using three nutrient profiling models. The number of children and young people watching television each year were compared. Setting: Three free-to-air New Zealand television channels. Participants: New Zealand children aged 5-18 years. Results: Television viewer numbers decreased over the three years (P<0.0001). The mean rate of unhealthy food advertising on weekdays was 10.4 advertisements/hour (2015) and 9.5 advertisements/hour (2018). Corresponding rates for weekend days were 8.1 and 7.3 advertisements/hour, respectively. The percentage of food advertisements which were for unhealthy foods remained high (63.7% on weekdays and 65.9% on weekends) in 2018. The ASA definition of children’s ‘peak viewing time’ (when 25% of the audience are children) did not correspond to any broadcast times across weekdays and weekend days. Conclusions: Between 2015 and 2018, children and young people’s television exposure to unhealthy food advertising decreased. However, almost two-thirds of all food advertisements were still unhealthy, and the updated ASA code excluded the times when the greatest number of children were watching television. Consequently, government regulation and regular monitoring should reflect the evolving food marketing environment.

scholarly journals Identifying ‘unhealthy’ food advertising on television: a case study applying the UK Nutrient Profile model

2009 ◽  
Vol 12 (5) ◽  
pp. 614-623 ◽  
Author(s):  
Gabrielle Jenkin ◽  
Nick Wilson ◽  
Nicole Hermanson
Keyword(s):  
Fast Food ◽  
Food Advertising ◽  
Unhealthy Food ◽  
Food Groups ◽  
Food Labels ◽  
Nutrient Profile ◽  
Food Advertisements ◽  
Advertising To Children ◽  
The Uk

AbstractObjectivesTo evaluate the feasibility of the UK Nutrient Profile (NP) model for identifying ‘unhealthy’ food advertisements using a case study of New Zealand television advertisements.DesignFour weeks of weekday television from 15.30 hours to 18.30 hours was videotaped from a state-owned (free-to-air) television channel popular with children. Food advertisements were identified and their nutritional information collected in accordance with the requirements of the NP model. Nutrient information was obtained from a variety of sources including food labels, company websites and a national nutritional database.ResultsFrom the 60 h sample of weekday afternoon television, there were 1893 advertisements, of which 483 were for food products or retailers. After applying the NP model, 66 % of these were classified as advertising high-fat, high-salt and high-sugar (HFSS) foods; 28 % were classified as advertising non-HFSS foods; and the remaining 2 % were unclassifiable. More than half (53 %) of the HFSS food advertisements were for ‘mixed meal’ items promoted by major fast-food franchises. The advertising of non-HFSS food was sparse, covering a narrow range of food groups, with no advertisements for fresh fruit or vegetables.ConclusionsDespite the NP model having some design limitations in classifying real-world televised food advertisements, it was easily applied to this sample and could clearly identify HFSS products. Policy makers who do not wish to completely restrict food advertising to children outright should consider using this NP model for regulating food advertising.

scholarly journals Children’s measured exposure to food and beverage advertising on television in Toronto (Canada), May 2011–May 2019

2021 ◽  
Author(s):  
Elise Pauzé ◽  
Monique Potvin Kent
Keyword(s):  
Fast Food ◽  
Soft Drinks ◽  
Food Advertising ◽  
Unhealthy Food ◽  
Food Category ◽  
Snack Foods ◽  
Food Advertisements ◽  
Food And Beverage ◽  
Advertising Exposure ◽  
Children’S Exposure

Abstract Objective Exposure to unhealthy food advertising is a known determinant of children’s poor dietary behaviours. The purpose of this study was to quantify and characterize Canadian children’s exposure to food advertising on broadcast television and examine trends over time. Methods Objectively measured advertising exposure data for 19 food categories airing on 30 stations broadcast in Toronto were licenced for May 2011 and May 2019. Using ad ratings data, the average number of food advertisements viewed by children aged 2–11 years, overall, by food category and by type of television station (child-appealing, adolescent-appealing and generalist stations), was estimated per time period. Results In May 2019, children viewed an average of 136 food advertisements on television, 20% fewer than in May 2011. More than half of advertisements viewed in May 2019 promoted unhealthy food categories such as fast food (43% of exposure), candy (6%), chocolate (6%) and regular soft drinks (5%) and only 17% of their total exposure occurred on child-appealing stations. Between May 2011 and May 2019, children’s exposure increased the most, in absolute terms, for savory snack foods (+7.2 ad exposures/child), fast food (+5.4) and regular soft drinks (+5.3) with most of these increases occurring on generalist stations. Conclusion Canadian children are still exposed to advertisements promoting unhealthy food categories on television despite voluntary restrictions adopted by some food companies. Statutory restrictions should be adopted and designed such that children are effectively protected from unhealthy food advertising on both stations intended for general audiences and those appealing to younger audiences.

scholarly journals See, Like, Share, Remember: Adolescents’ Responses to Unhealthy-, Healthy- and Non-Food Advertising in Social Media

2020 ◽  
Vol 17 (7) ◽  
pp. 2181 ◽  
Author(s):  
Gráinne Murphy ◽  
Ciara Corcoran ◽  
Mimi Tatlow-Golden ◽  
Emma Boyland ◽  
Brendan Rooney
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Mixed Models ◽  
Healthy Food ◽  
World Health ◽  
Food Advertising ◽  
Unhealthy Food ◽  
Social Responses ◽  
Digital Environments ◽  
Health Organization

Media-saturated digital environments seek to influence social media users’ behaviour, including through marketing. The World Health Organization has identified food marketing, including advertising for unhealthy items, as detrimental to health, and in many countries, regulation restricts such marketing and advertising to younger children. Yet regulation rarely addresses adolescents and few studies have examined their responses to social media advertising. In two studies, we examined adolescents’ attention, memory and social responses to advertising posts, including interactions between product types and source of posts. We hypothesized adolescents would respond more positively to unhealthy food advertising compared to healthy food or non-food advertising, and more positively to ads shared by peers or celebrities than to ads shared by a brand. Outcomes measured were (1a) social responses (likelihood to ‘share’, attitude to peer); (1b) brand memory (recall, recognition) and (2) attention (eye-tracking fixation duration and count). Participants were 151 adolescent social media users (Study 1: n = 72; 13–14 years; M = 13.56 years, SD = 0.5; Study 2: n = 79, 13–17 years, M = 15.37 years, SD = 1.351). They viewed 36 fictitious Facebook profile feeds created to show age-typical content. In a 3 × 3 factorial design, each contained an advertising post that varied by content (healthy/unhealthy/non-food) and source (peer/celebrity/company). Generalised linear mixed models showed that advertisements for unhealthy food evoked significantly more positive responses, compared to non-food and healthy food, on 5 of 6 measures: adolescents were more likely to wish to ‘share’ unhealthy posts; rated peers more positively when they had unhealthy posts in their feeds; recalled and recognised a greater number of unhealthy food brands; and viewed unhealthy advertising posts for longer. Interactions with sources (peers, celebrities and companies) were more complex but also favoured unhealthy food advertising. Implications are that regulation of unhealthy food advertising should address adolescents and digital media.

scholarly journals The extent and nature of television food advertising to children and adolescents in the Russian Federation

2020 ◽  
Vol 23 (11) ◽  
pp. 1868-1876
Author(s):  
AV Kontsevaya ◽  
AE Imaeva ◽  
YA Balanova ◽  
AV Kapustina ◽  
J Breda ◽  
...  
Keyword(s):  
Children And Adolescents ◽  
Russian Federation ◽  
Television Advertising ◽  
World Health ◽  
Food Advertising ◽  
Unhealthy Food ◽  
Food Advertisements ◽  
The Russian Federation ◽  
Food And Drink ◽  
Advertising To Children

AbstractObjective:To assess the frequency, healthfulness and promotional techniques of television food advertising to children and adolescents in the Russian Federation.Design:A cross-sectional study was conducted to monitor food and beverage television advertising. For the five most popular TV channels among children and adolescents, TV broadcasts were recorded for two weekdays and two weekends (320 h) during March–May 2017. Recordings were screened for advertisements. Food advertisements were categorised by food categories and as either ‘permitted’ or ‘not permitted’ for advertising to children in accordance with World Health Organization Regional Office for Europe Nutrient Profile Model (NPM), and promotional techniques in advertisements were recorded.Results:Overall, 11 678 advertisements were coded. Across all channels, food and drink (19·2 %) were the most frequently advertised product type. The most common food categories advertised were beverages (except juices, milk drinks and energy drinks) (24·1 %); yoghurts and other dairy foods (15 %); and chocolate and confectionery (12·3 %). A majority (64·2 %) of food and drink products advertised should not be permitted for advertising to children according to the NPM. The most frequently used persuasive appeals in the food advertisements were low price (15·4 %), product novelty (11·8 %) and enjoyment (10·0 %).Conclusions:Children and adolescents in the Russian Federation are likely exposed to a substantial number of unhealthy food advertisements. There is a need to consider policies to restrict children’s exposure to unhealthy food advertising on television in the Russian Federation.

scholarly journals Unhealthy food advertising directed to children on New Zealand television: extent, nature, impact and policy implications

2017 ◽  
Vol 20 (17) ◽  
pp. 3029-3040 ◽  
Author(s):  
Stefanie Vandevijvere ◽  
Alanna Soupen ◽  
Boyd Swinburn
Keyword(s):  
New Zealand ◽  
Self Regulation ◽  
Policy Implications ◽  
Food Advertising ◽  
Unhealthy Food ◽  
Nutrient Profiling ◽  
Average Impact ◽  
Food Advertisements ◽  
Advertising To Children ◽  
Air Channels

AbstractObjectiveTo comprehensively assess the extent, nature and impact of unhealthy food advertising targeted to children on New Zealand television.DesignFour weekdays and four weekend days were randomly selected over the period June–August 2015. Programming was recorded from 06.00 to 00.00 hours (midnight), for a total of 432 h. Audience ratings were used to identify children’s peak viewing times.SettingNew Zealand.SubjectsThe three major free-to-air channels.ResultsThe majority of foods advertised (n 1807) were unhealthy; 68·5 % of food advertisements included at least one food not permitted to be marketed to children according to the WHO nutrient profiling model. The mean hourly rate of unhealthy food advertising was 9·1 (sd 5·2). One-third of unhealthy food advertisements included a promotional character and one-third a premium offer. About 88 % of unhealthy food advertisements were shown during children’s peak viewing times. If unhealthy food advertisements were to be restricted during times when at least 25 % of children are watching television, this would reduce the average unhealthy food advertising impact by 24 % during weekdays and 50 % during weekend days, and if the WHO instead of the current nutrient profiling model were used to restrict unhealthy food advertising to children, the average impact would be reduced by 24 % during weekdays and 29 % during weekend days.ConclusionsCurrent self-regulation is ineffective in protecting children from exposure to unhealthy food advertising on television. The WHO nutrient profiling model needs to be used to restrict unhealthy food advertising, especially during children’s peak viewing times.

Sign in / Sign up

Export Citation Format

Share Document