Department of Communication and Social Psychology, University of Alicante, 03080 San Vicente del Raspeig (Alicante), Spain.
Nutrients. 2020 Oct 29;12(11):3312. doi: 10.3390/nu12113312.
In functional food advertising, messages are not always easily understandable for the target audience. Current European legislation, enforced through Regulation 1924/2006, specifies that such messages should be clear and precise so as not to mislead the consumer. The objective of this study was to observe consumers' understanding of messages in functional food advertisements. The methodology used was a self-administered survey filled out by 191 students enrolled in a Degree in Advertising and Public Relations at the University of Alicante (Spain). The results suggest that a large number of students do not know what functional food is and obtain information about these products mainly from labelling/packaging. The major means of communication through which they learn about health benefits via advertising is the internet, followed by television. Most respondents indicated that they understood related advertisements and found it helpful to be given additional information on health benefits. Worthy of note, the greater their level of understanding of the messages, the higher their level of distrust of advertising messages, which they considered to be deceptive or misleading.
在功能食品广告中，信息对于目标受众来说并不总是容易理解的。现行的欧洲法规，通过 2006 年 1924 号法规强制执行，规定此类信息应清晰准确，以免误导消费者。本研究的目的是观察消费者对功能食品广告信息的理解。所采用的方法是对在阿利坎特大学（西班牙）广告和公共关系学位的 191 名学生进行的自我管理调查。结果表明，许多学生不知道什么是功能食品，他们主要通过标签/包装获取有关这些产品的信息。他们通过广告了解健康益处的主要沟通方式是互联网，其次是电视。大多数受访者表示，他们理解相关广告，并认为提供有关健康益处的额外信息很有帮助。值得注意的是，他们对信息的理解程度越高，对广告信息的不信任程度就越高，他们认为这些信息具有欺骗性或误导性。
