Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective
Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective
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DOI：
10.3390/ijerph17145056
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发表时间：
2020-07-01
影响因子：
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通讯作者：
Ravina-Ripoll, Rafael
中科院分区：
文献类型：
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作者：
Jimenez-Marin, Gloria;Elias Zambrano, Rodrigo;Ravina-Ripoll, Rafael
饮食失调(ED)和肥胖是发达国家和发展中国家的流行病。2018年，西班牙卫生和消费部报告了肥胖(15%)和勃起功能障碍(12%)的数据。因此，西班牙在欧洲国家中儿童肥胖率排名第五，6-12岁儿童肥胖率最高。许多研究指出，媒体是这种增长的贡献因素之一。从这个意义上说，应该指出的是，西班牙儿童平均每年接触到9000个电视广告，其中绝大多数是营养价值很低或没有营养价值的食品和饮料产品。教育沟通在这里变得至关重要，因为媒体有能力教育、预防和影响这种行为，作为其社会营销战略的一部分，并在幸福管理哲学范围内。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。使用的方法包括内容分析、调查和焦点小组。结果显示，许多食品的购买或订购都是广告的直接结果。主要结论是，需要对传播的信息进行监管，以引导媒体的社会功能，从而提高公众健康和幸福感。
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.