Food for thought or food for emotions? An analysis of marketing strategies in television food advertising seen by children in Colombia.

ABSTRACT:

Objective

To establish the relationship between the marketing strategies and nutritional quality of foods and beverages promoted in television food advertisements (TV ads) seen by Colombian child audiences overall and based on child gender and socio-economic strata (SES).

Design

A quantitative content analysis of marketing appeals was combined with nutritional data of the food products advertised and matched with TV audience ratings data for each food and beverage ads for Colombian children between 4 and 11 years.

Setting

All beverages and foods TV ads cable or over-the-air channels in Colombia in 2017.

Participants

N/A.

Results

Compared with rational appeals (e.g. freshness, health or nutrition messages), emotional appeals (referencing or depicting huma

SUBMITTER: Velasquez A 

PROVIDER: S-EPMC10641607 | biostudies-literature | 2023 Nov

REPOSITORIES: biostudies-literature