美国儿童电视频道的工作日和周末食品广告有所不同，但劝导性技巧和不健康食品仍然占主导地位。
Weekday and weekend food advertising varies on children's television in the USA but persuasive techniques and unhealthy items still dominate.
机构信息
Department of Behavioral Science and Community Health, University of Florida, College of Public Health and Health Professions, 1225 Center Drive, P.O. Box 100175 HSC, Gainesville, FL 32610-0175, USA; Food Science and Human Nutrition Department, University of Florida, Institute of Food and Agricultural Sciences, P.O. Box 110370, 359 FSHN Bldg., 572 Newell Dr., Gainesville, FL 32611-0370, USA.
Department of Behavioral Science and Community Health, University of Florida, College of Public Health and Health Professions, 1225 Center Drive, P.O. Box 100175 HSC, Gainesville, FL 32610-0175, USA; Department of Epidemiology, University of Florida, College of Public Health and Health Professions & College of Medicine, 2004 Mowry Road, Room 4323, P.O. Box 100231, Gainesville, FL 32610-0231, USA.
出版信息
Public Health. 2017 Jan;142:22-30. doi: 10.1016/j.puhe.2016.10.011. Epub 2016 Nov 17.
OBJECTIVE
In 2006, food industry self-regulatory efforts aimed to balance the mix of food advertisements to limit children's exposure to unhealthy food products. An update to these efforts proposed to eliminate all unhealthy advertisements during peak child viewing times and implement uniform nutrition criteria by December, 2013. Marketing techniques are not currently addressed in self-regulatory efforts. The food industry's pledge prompted researchers to conduct a content analysis to assess nutritional quality and presence of persuasive marketing techniques in child-directed food and beverage advertisements.
STUDY DESIGN
Content analysis.
METHODS
32 h of children's television programming were recorded in February, 2013. Three independent coders assessed the nutritional content of food and beverage advertisements using the UK Nutrition Profiling System and assessed presence of persuasive techniques (PTs) using a rating form developed for this study.
RESULTS
Overall, 13.75% of advertisements promoted a food or beverage product. Most food advertisements, 54.6%, represented unhealthy products and 95.48% of food advertisements contained at least one PT. The number of PTs was not significantly different for healthy (M = 4.98, SD = 2.07) and unhealthy food advertisements (M = 4.66, SD = 1.82) however food advertisements aimed at children used significantly more PTs (M = 5.5, SD = 1.43) than those targeting adults (M = 1.52, SD = 1.54), t (153) = 11.738, P < 0.0001. Saturday morning children's programming showed significantly fewer food advertisements compared to weekday morning children's programming.
CONCLUSIONS
While a majority of food-related advertisements represented unhealthy items, advertisements airing during Saturday morning programming featured fewer food advertisements overall and were more frequently for healthier items compared to weekdays. Industry self-regulation may not be effective for reducing overall unhealthy ad exposure but may play a role in reduced exposure on weekends. Despite policy efforts, additional changes are needed to improve ad exposure experienced by children with a focus on addressing the persistent use of persuasive marketing techniques in food advertising intended for children.
目的
2006 年，食品行业的自律努力旨在平衡食品广告的组合，以限制儿童接触不健康的食品。这些努力的最新更新建议在儿童收视高峰期消除所有不健康的广告，并在 2013 年 12 月之前实施统一的营养标准。营销手段目前并未在自律工作中得到解决。食品行业的承诺促使研究人员进行内容分析，以评估针对儿童的食品和饮料广告的营养质量和有说服力的营销手段的存在。
研究设计
内容分析。
方法
2013 年 2 月录制了 32 小时的儿童电视节目。三名独立的编码员使用英国营养成分分析系统评估食品和饮料广告的营养成分，并使用为这项研究开发的评分表评估有说服力的技巧（PTs）的存在。
结果
总体而言，13.75%的广告宣传食品或饮料产品。大多数食品广告，54.6%，代表不健康的产品，95.48%的食品广告含有至少一个 PT。健康食品广告（M=4.98，SD=2.07）和不健康食品广告（M=4.66，SD=1.82）之间的 PT 数量没有显著差异，然而，针对儿童的食品广告使用了更多的 PT（M=5.5，SD=1.43），而针对成人的广告则使用了更少的 PT（M=1.52，SD=1.54），t（153）=11.738，P<0.0001。周六早上的儿童节目比平日早上的儿童节目显示的食品广告明显少。
结论
虽然大多数与食品相关的广告都代表了不健康的产品，但在周六早上播出的广告中，整体上食品广告数量较少，而且针对健康食品的广告更为频繁，与平日相比。行业自律可能无法有效减少整体不健康广告的暴露，但可能在周末减少暴露方面发挥作用。尽管有政策努力，但仍需要做出额外的改变，以改善儿童所经历的广告暴露情况，重点是解决针对儿童的食品广告中持续使用有说服力的营销手段的问题。
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