Boncyk Morgan, Rampalli Krystal K, Winters Marian N, Makkar Muskaan K, Nanema Silver, Amevinya Gideon S, Laar Amos, Frongillo Edward A, Blake Christine E
Department of Health Promotion, Education, and Behavior, University of South Carolina, South Carolina, United States of America.
Department of Population, Family & Reproductive Health, School of Public Health, University of Ghana, Accra, Ghana.
PLoS One. 2025 Jun 9;20(6):e0325730. doi: 10.1371/journal.pone.0325730. eCollection 2025.
Food marketing has increased volume, precision, and reach to influence viewers' food attitudes, beliefs, and eating behaviors. What and how much people eat has implications for health. While many countries regulate food advertising to protect consumers and encourage healthy eating, Ghana has none. Understanding the content and framing of food and beverage advertisements can inform the development of effective policies and practices that encourage healthier diets. This content analysis examines the foods and beverages advertised, their timing, and marketing techniques on Ghanaian television. From February to May 2020, 486 hours of advertisements were recorded. Advertisements with ≥1 actors were coded for food type, actor characteristics (i.e., body size, gender, age, race), and marketing techniques (i.e., promotional characters, premium offers, goal frames). A total of 607 advertisements with 2,043 actors were analyzed. Two-thirds (66.8%) promoted foods categorized as unhealthy. Sugar-sweetened beverages (22.6%) were most frequent, followed by grains high in sugar and low in fiber (13.2%), recipe additions (13.1%), and supplements (10.2%). Half (52.9%) of advertisements used persuasive marketing strategies. Most actors were classified as underweight (72.1% v. 20.5% normal weight, 7.4% overweight/obese) with a balanced gender distribution (49.1% female). Most advertisements aired during evenings (37.7%) and weekdays (69.5%). Morning advertisements promoted more healthy foods, whereas evening and night advertisements promoted more unhealthy foods. Gain goal frames were most common for healthy foods (p < 0.001), hedonic frames for unhealthy foods (p < 0.001), and normative frames showed no difference (p = 0.54). Underweight actors frequently appeared in unhealthy advertisements (68.3% v. 56.0% normal weight, 59.0% overweight/obese), whereas normal-weight (44.0%) and overweight/obese actors (41.0% v. 31.7% underweight) appeared in healthy advertisements. Persuasive marketing strategies were frequently advertised with unhealthy foods (59.9%) and overweight/obese (54.9%) and male actors (53.6%). This study highlights the need for effective policies to regulate food marketing, promoting healthier diets and realistic body expectations.
食品营销在规模、精准度和覆盖面方面都有所增加，以影响观众的食品态度、观念和饮食行为。人们吃什么以及吃多少对健康都有影响。虽然许多国家对食品广告进行监管以保护消费者并鼓励健康饮食，但加纳却没有相关规定。了解食品和饮料广告的内容及框架，可为制定鼓励更健康饮食的有效政策和措施提供参考。本内容分析研究了加纳电视台上所宣传的食品和饮料、其播出时间以及营销技巧。在2020年2月至5月期间，共记录了486小时的广告。对有≥1名演员的广告按照食品类型、演员特征（即体型、性别、年龄、种族）以及营销技巧（即促销角色、赠品、目标框架）进行编码。总共分析了607则广告，涉及2043名演员。三分之二（66.8%）的广告宣传的是被归类为不健康的食品。含糖饮料（22.6%）出现的频率最高，其次是高糖低纤维谷物（13.2%）、烹饪添加物（13.1%）和补充剂（10.2%）。一半（52.9%）的广告采用了有说服力的营销策略。大多数演员被归类为体重过轻（72.1%，正常体重占20.5%，超重/肥胖占7.4%），性别分布均衡（女性占49.1%）。大多数广告在晚上（37.7%）和平日（69.5%）播出。早上的广告宣传的健康食品更多，而晚上和夜间的广告宣传的不健康食品更多。对于健康食品，获得性目标框架最为常见（p < 0.001），对于不健康食品，享乐性框架最为常见（p < 0.001），规范性框架则没有差异（p = 0.54）。体重过轻的演员经常出现在不健康食品广告中（68.3%，正常体重演员占56.0%，超重/肥胖演员占59.0%），而正常体重演员（44.0%）和超重/肥胖演员（41.0%，体重过轻演员占31.7%）则出现在健康食品广告中。有说服力的营销策略经常与不健康食品（59.9%）、超重/肥胖演员（54.9%）和男性演员（53.6%）的广告同时出现。本研究强调了制定有效政策以监管食品营销、促进更健康饮食和树立现实身体期望的必要性。
