A content analysis of outdoor non-alcoholic beverage advertisements in Ghana.
A content analysis of outdoor non-alcoholic beverage advertisements in Ghana.
复制标题
DOI：
10.1136/bmjopen-2016-012313
复制
发表时间：
2017-06-06
期刊：
影响因子：
2.9
通讯作者：
Ogedegbe G
中科院分区：
文献类型：
--
作者：
Bragg MA;Hardoby T;Pandit NG;Raji YR;Ogedegbe G
这是一项由两部分组成的描述性研究，旨在（1）评估加纳阿克拉部分地区户外广告（广告）中促销的饮料的营销主题和糖含量，（2）量化沿着阿克拉-开普海岸公路出现的广告类型。加纳阿克拉4.7平方公里的区域和公路沿线沿着151公里的区域代表了收集户外饮料广告照片的目标区域。饮料广告的数量和类型，广告中的饮料产品的糖含量以及广告中使用的营销主题。两名研究人员在阿克拉4.7平方公里的区域拍摄了户外饮料广告，并使用内容分析来评估广告的营销主题，包括对儿童、当地文化、音乐、体育和健康的描绘。研究人员还记录了阿克拉-开普海岸高速公路151公里路段上沿着广告的数量和类型。研究人员评估了添加的糖含量，以确定哪些饮料是含糖饮料（SSB）。对77个摄影广告进行了分析。73%（72.7%）的广告以SSB为特色，可口可乐占广告的59.7%。所有广告中有64.9%（65%）是苏打水，35.1%是能量饮料、瓶装或罐装果汁饮料以及咖啡、牛奶和水饮料。13%的广告以儿童为主题，5.2%的广告位于学校或游乐场附近。9.1%的广告提到健康，7.8%的广告提到健身/力量/运动。沿着阿克拉-开普海岸高速公路，可口可乐占据了60%的品牌广告。这项研究表明，频率的室外SSB广告内的4.7平方公里的阿克拉，加纳。大多数广告都以可口可乐为特色，一些广告以儿童为目标，这表明有必要扩大儿童食品和饮料广告倡议的承诺，在全球范围内减少以儿童为目标的营销。
This was a two-part descriptive study designed to (1) assess the marketing themes and sugar content of beverages promoted in outdoor advertisements (ads) within a portion of Accra, Ghana and (2) quantify the types of ads that appeared along the Accra-Cape Coast Highway. A 4.7 km2 area of Accra, Ghana and a 151 km region along the highway represented the target areas for collecting photos of outdoor beverage ads. Number and types of beverage ads, sugar content of beverage products featured in ads and marketing themes used in ads. Two researchers photographed outdoor beverage ads in a 4.7 km2 area of Accra and used content analysis to assess marketing themes of ads, including the portrayal of children, local culture, music, sports and health. Researchers also recorded the number and type of ads along a 151 km stretch of the Accra-Cape Coast Highway. Researchers assessed the added sugar content to determine which beverages were sugar-sweetened beverages (SSBs). Seventy-seven photographed ads were analysed. Seventy-three per cent (72.7%) of ads featured SSBs, and Coca-Cola accounted for 59.7% of ads. Sixty-five per cent (64.9%) of all ads featured sodas, while 35.1% advertised energy drinks, bottled or canned juice drinks and coffee-based, milk-based and water-based beverages. Thirteen per cent (13%) of ads featured children and 5.2% were located near schools or playgrounds. Nine per cent (9.1%) of ads contained a reference to health and 7.8% contained a reference to fitness/strength/sport. Along the Accra-Cape Coast Highway, Coca-Cola accounted for 60% of branded ads. This study demonstrates the frequency of outdoor SSB ads within a 4.7 km2 area of Accra, Ghana. Coca-Cola was featured in the majority of ads, and the child-targeted nature of some ads indicates a need to expand the Children’s Food and Beverage Advertising Initiative pledge to reduce child-targeted marketing on a global scale.