Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain.
Marketing and Communication Department, Faculty of Social Sciences and Communication, University of Cádiz, 11003 Cádiz, Spain.
Int J Environ Res Public Health. 2020 Jul 14;17(14):5056. doi: 10.3390/ijerph17145056.
Eating Disorders (ED) and obesity are a pandemic in developed and developing societies. In 2018, Spanish Ministry of Health and Consumption reported data on obesity (15%) and ED (12%). Spain thus ranks fifth among European countries in childhood obesity, with the highest incidence in the 6-12-year-age group. Many studies point to media as one of the contributing elements to this growth. In this sense, it should be noted that Spanish children are exposed to an average of 9000 television commercials per year and the vast majority of these are for food and beverage products of little or no nutritional value. Educommunication becomes essential here, since media have the capacity to educate, prevent and influence the behaviour as part of their social marketing strategies and within the happiness management philosophy. The aim of this paper is to analyse food and beverage advertising on mobile devices aimed at children. The methodology used includes a content analysis, a survey, and focus groups. The results show that many of the food products are bought or ordered as a direct result of advertising. The main conclusions point to the need to regulate the messages transmitted in order to guide the social function of media so that public health and happiness can be improved.
饮食失调（ED）和肥胖是发达国家和发展中国家的一种流行疾病。2018 年，西班牙卫生和消费部报告了肥胖症（15%）和饮食失调（12%）的数据。因此，西班牙在儿童肥胖率方面在欧洲国家中排名第五，发病率最高的是 6-12 岁年龄组。许多研究指出，媒体是导致这种增长的因素之一。在这方面，应该指出的是，西班牙儿童平均每年接触到 9000 个电视广告，而这些广告中的绝大多数是针对食品和饮料产品，这些产品几乎没有营养价值。教育传播在这里变得至关重要，因为媒体有能力通过其社会营销战略和幸福管理哲学进行教育、预防和影响行为。本文的目的是分析针对儿童的移动设备上的食品和饮料广告。所使用的方法包括内容分析、调查和焦点小组。结果表明，许多食品是直接受广告影响而购买或订购的。主要结论指出，需要规范所传递的信息，以指导媒体的社会功能，从而改善公共卫生和幸福。
