Department of Communication, University of Macau, E21, Avenida da Universidade, Taipa, Macau, China.
Institute of Communication and Health, Lugano University, Switzerland, Ex Laboratorio, Office 010 (Level 0), Via Buffi 13, 6904 Lugano, Switzerland.
Int J Environ Res Public Health. 2018 Jan 4;15(1):70. doi: 10.3390/ijerph15010070.
Previous studies indicated that television (TV) advertising is associated with higher rates of obesity. The rate of obesity and overweight continues to rise in mainland China, bringing into question whether TV advertising to young audiences might be partly to blame. This study investigated messaging delivered through TV advertisements regarding healthy and unhealthy foodstuffs. A total of 42 major food brands and 480 advertisements were analysed for content in this study. The results showed that the majority of TV spots advertised products with poor nutritional content and had a potential to mislead audiences concerning products' actual nutritional value. The tactics of repetition and appeals of premium offerings on food brands have a potential to influence the purchase intentions. Additional qualitative observation involving the social bond, social context and cultural factors pertaining to mood alterations were highlighted. The discussion addressed product attributes reflected by culture and the implicit messages of marketing claims may increase the risk of obesity. Thus, public health policymakers and researchers were encouraged to act urgently to evaluate the obesity risks of unhealthy food advertised in the media and to support healthy foods.
先前的研究表明，电视（TV）广告与更高的肥胖率有关。肥胖和超重率在中国内地持续上升，这使得人们质疑针对年轻观众的电视广告是否是部分原因。本研究调查了通过电视广告传达的有关健康和不健康食品的信息。本研究共分析了 42 个主要食品品牌和 480 个广告的内容。结果表明，大多数电视广告宣传的产品营养价值低，有可能误导观众了解产品的实际营养价值。重复的策略和对食品品牌优质产品的吸引力有可能影响购买意向。此外，还强调了涉及社会联系、社会背景和文化因素对情绪变化的定性观察。讨论涉及文化反映的产品属性和营销主张的隐含信息可能会增加肥胖的风险。因此，鼓励公共卫生政策制定者和研究人员紧急行动起来，评估媒体广告中的不健康食品带来的肥胖风险，并支持健康食品。
