Castronuovo Luciana, Gutkowski Patricia, Tiscornia Victoria, Allemandi Lorena
Doctoranda en Ciencias Sociales. Investigadora, Fundación InterAmericana del Corazón Argentina (FIC), Argentina.
Maestranda en Gestión de la Comunicación de las Organizaciones. Directora del Área de Comunicación, Fundación InterAmericana del Corazón Argentina (FIC), Argentina.
Salud Colect. 2016 Oct-Dec;12(4):537-550. doi: 10.18294/sc.2016.928.
The objective of this study is to analyze how food advertising is perceived by mothers from different socioeconomic sectors of the Metropolitan Area of Buenos Aires, Argentina. Between May and November 2015, eight focus groups were conducted with the participation of 49 mothers of different education levels living in the study area. The results show how the purchasing decisions of mothers are influenced by the requests of their children, which are in turn prompted by food advertising and promotion. The study also shows how food advertising and promotion are combined with other environmental factors (greater supply of food products, "more demanding" children) that affect the decision-making process of mothers regarding their children's nutrition and foster the consumption of certain unhealthy products. This situation was observed in all the focus groups, without differences among education levels.
本研究的目的是分析阿根廷布宜诺斯艾利斯大都市区不同社会经济阶层的母亲如何看待食品广告。2015年5月至11月期间，开展了8个焦点小组讨论，居住在研究区域的49位不同教育水平的母亲参与其中。结果显示，母亲的购买决策如何受到孩子需求的影响，而孩子的需求又受到食品广告和促销活动的刺激。该研究还表明，食品广告和促销如何与其他环境因素（食品供应增加、孩子“要求更高”）相结合，这些因素影响母亲在孩子营养方面的决策过程，并促使某些不健康产品的消费。在所有焦点小组中都观察到了这种情况，不同教育水平之间没有差异。
