Movahhed Taraneh, Seifi Safoura, Rashed Mohassel Anousheh, Dorri Mojtaba, Khorakian Fateme, Mohammadzadeh Zahra
Oral and Maxillofacial Diseases Research Center, Department of Community Oral Health, School of Dentistry, Mashhad University of Medical Sciences, Mashhad, Iran.
Dentist, Mashhad, Iran.
J Res Health Sci. 2014 Summer;14(3):205-9.
Today, electronic mass media such as television (TV), influence behavioral patterns of their audiences. This study aimed to evaluate what messages on food advertisements related to oral health were transmitted (appeals) and how they were transferred (performance methods & artistic techniques) in Islamic Republic of Iran Broadcasting (IRIB).
In this cross sectional study, broadcasted advertisements on 4 important channels of Iran TV were recorded for a week from 8 am to 12 pm in 2012. The content and volume of food advertisements were investigated using a researcher-made check list. Advertisement group (food, non-food), food group (non-cariogenic, cariogenic), advertisement appeals (rational, emotional, and humor content), advertisement performance methods (hard-sell, soft-sell, presenting confirmation of Ministry of Health and Medical Education), and artistic technique were assessed. For variable comparison in groups a chi squared test and t-tests were used via SPSS software.
Frequency of food advertisements (14.9%) were less than non-food advertising. Non-cariogenic food advertisements had higher frequency (12.09% (compared to cariogenic food (2.8%(. Rational appeal in advertising of non-cariogenic food had the most frequency (64.9%). In contrast emotional appeal for cariogenic food was used more frequently (85.5%). For cariogenic foods, a soft-sell approach was used more frequently (95.5%). The most common artistic technique used in food advertising was music. Chemical and mechanical dental plaque control materials had a very low frequency (0.2%).
Advertising of cariogenic foods in Iran TV has low frequency.
如今，电视等电子大众媒体会影响其受众的行为模式。本研究旨在评估伊朗伊斯兰共和国广播公司（IRIB）播出的与口腔健康相关的食品广告传递了哪些信息（诉求）以及这些信息是如何传递的（表现方式和艺术技巧）。
在这项横断面研究中，2012年从上午8点至中午12点，对伊朗电视台4个重要频道播出的广告进行了为期一周的录制。使用研究人员制作的检查表调查食品广告的内容和数量。评估广告类别（食品、非食品）、食品类别（非致龋性、致龋性）、广告诉求（理性、情感和幽默内容）、广告表现方式（强力推销、软推销、展示卫生和医学教育部的认证）以及艺术技巧。通过SPSS软件使用卡方检验和t检验对组间变量进行比较。
食品广告的频率（14.9%）低于非食品广告。非致龋性食品广告的频率更高（12.09%，相比之下致龋性食品广告为2.8%）。非致龋性食品广告中的理性诉求频率最高（64.9%）。相比之下，致龋性食品广告中情感诉求的使用更为频繁（85.5%）。对于致龋性食品，软推销方式的使用更为频繁（95.5%）。食品广告中最常用的艺术技巧是音乐。化学和机械防牙菌斑控制材料的广告频率非常低（0.2%）。
伊朗电视台上致龋性食品广告的频率较低。
