Kissileff Laboratory for the Study of Human Ingestive Behaviour, Department of Experimental Psychology, University of Liverpool, Eleanor Rathbone Building, Bedford Street South, Liverpool L69 7ZA, UK.
Appetite. 2012 Apr;58(2):658-64. doi: 10.1016/j.appet.2011.11.017. Epub 2011 Nov 22.
The aim of this study was to quantify the nature and extent of use of persuasive marketing techniques in television advertisements (adverts) to promote foods to children. Popular UK commercial television channels broadcasting children's/family viewing were recorded for 2 days (6 am-10 pm) every month in 2008 and recordings were screened for adverts. Eighteen thousand eight hundred and eighty eight adverts were for food and these were coded for peak/non-peak children's viewing time and representation of core (healthy)/non-core (unhealthy)/miscellaneous foods. The analysis assessed use of persuasive appeals, premium offers, promotional characters (brand equity and licensed characters), celebrity endorsers and website promotion in food adverts. Promotional characters, celebrity endorsers and premium offers were used more frequently to promote non-core than core foods, even on dedicated children's channels. Brand equity characters featured on a greater proportion of food adverts than licensed characters. A food brand website was promoted in a third of food adverts (websites are not covered by the statutory regulation on food advertising). This extensive analysis of television adverts demonstrated that the use of persuasive marketing techniques to promote unhealthy foods was extensive in broadcasting popular with children despite regulations. Further studies should incorporate an analysis of the content of websites promoted during food adverts.
本研究旨在量化电视广告(广告)中使用劝导性营销技巧来向儿童推销食品的性质和程度。2008 年,每个月记录两天(早上 6 点至晚上 10 点)英国广受欢迎的面向儿童/家庭的商业电视频道的节目,然后对这些节目中的广告进行筛查。共记录了 1888 个食品广告,并对其进行编码,以区分高峰/非高峰儿童观看时间以及核心(健康)/非核心(不健康)/其他食品的代表性。分析评估了在食品广告中使用有说服力的诉求、特价优惠、促销角色(品牌资产和授权角色)、名人代言人和网站推广。在专门针对儿童的电视频道上,促销角色、名人代言人和特价优惠更频繁地用于推广非核心食品,而非核心食品。具有品牌资产的角色在食品广告中的出现比例高于授权角色。在三分之一的食品广告中推广了食品品牌网站(网站不受食品广告法规的约束)。尽管有相关规定,这项对电视广告的广泛分析表明,尽管有规定,但广泛用于推广不健康食品的劝导性营销技巧在儿童喜爱的广播节目中得到了广泛应用。进一步的研究应该分析在食品广告中推广的网站的内容。