School of Public Health, City University of New York, New York, NY 10027; email:
Berkeley Media Studies Group, Berkeley, California 94704.
Annu Rev Public Health. 2017 Mar 20;38:119-144. doi: 10.1146/annurev-publhealth-031816-044303.
Countermarketing campaigns use health communications to reduce the demand for unhealthy products by exposing motives and undermining marketing practices of producers. These campaigns can contribute to the prevention of noncommunicable diseases by denormalizing the marketing of tobacco, alcohol, and unhealthy food. By portraying these activities as outside the boundaries of civilized corporate behavior, countermarketing can reduce the demand for unhealthy products and lead to changes in industry marketing practices. Countermarketing blends consumer protection, media advocacy, and health education with the demand for corporate accountability. Countermarketing campaigns have been demonstrated to be an effective component of comprehensive tobacco control. This review describes common elements of tobacco countermarketing such as describing adverse health consequences, appealing to negative emotions, highlighting industry manipulation of consumers, and engaging users in the design or implementation of campaigns. It then assesses the potential for using these elements to reduce consumption of alcohol and unhealthy foods.
反营销活动利用健康传播来减少对不健康产品的需求，揭露生产商的动机并破坏其营销行为。这些活动可以通过使烟草、酒精和不健康食品的营销行为变得不那么正常化，从而有助于预防非传染性疾病。通过将这些活动描绘成超出文明企业行为界限的行为，反营销可以减少对不健康产品的需求，并导致行业营销行为发生变化。反营销将消费者保护、媒体宣传和健康教育与对企业责任的需求结合在一起。反营销活动已被证明是综合烟草控制的有效组成部分。本综述描述了烟草反营销的常见要素，如描述不良健康后果、唤起负面情绪、突出行业对消费者的操纵，以及让用户参与活动的设计或实施。然后，评估了利用这些要素来减少酒精和不健康食品消费的潜力。
