Do television food advertisements portray advertised foods in a 'healthy' food context?
Do television food advertisements portray advertised foods in a 'healthy' food context?
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电视食品广告是否在“健康”食品背景下描述广告食品？
DOI：
10.1017/s0007114510004435
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发表时间：
2011
期刊：
影响因子：
--
通讯作者：
Adams J
中科院分区：
文献类型：
--
作者：
Adams J
暴露于食品促销影响食物偏好和饮食。由于食品广告倾向于推广“不太健康”的产品，食品广告可能在“肥胖症”中发挥了一定的作用。在要求加强监管的呼声中，食品制造商开始参与各种促进健康的营销活动。在电视广告中将产品定位在“健康”、均衡饮食的背景下就是这样一种举措。我们探讨了在电视上做食品广告的更广泛的食品背景是否比广告食品本身更“健康”。在英国一个商业频道播出的食品广告中，在一周内播出的所有食品都被识别并归类为“主要”（即广告的焦点）或“偶然”。测定了所有食物的营养成分，并对主要食物和附带食物的营养成分进行了比较。近三分之二的食品广告不包括任何附带食品。当一个更广泛的食品背景存在时，这往往比食品广告中关注的主要食品更“健康”-特别是就所代表的食品组而言。目前尚不清楚这对消费者的观念和行为会产生什么影响，也不清楚从公共卫生的角度来看，这种做法是应该鼓励还是不应该鼓励。
Exposure to food promotion influences food preferences and diet. As food advertisements tend to promote ‘less healthy’ products, food advertising probably plays some role in the ‘obesity epidemic’. Amid calls for increased regulation, food manufacturers are beginning to engage in a variety of health-promoting marketing initiatives. Positioning products in the context of a ‘healthy’, balanced diet in television advertisements is one such initiative. We explored whether the wider food context in which foods are advertised on television are ‘healthier’ than the advertised foods themselves. All foods shown in food advertisements broadcast during 1 week on one commercial UK channel were identified and classified as ‘primary’ (i.e. the focus of advertisements) or ‘incidental’. The nutritional content of all foods was determined and that of primary and incidental foods were compared. Almost two-thirds of food advertisements did not include any incidental foods. When a wider food context was present, this tended to be ‘healthier’ than the primary foods that were the focus of food advertisements – particularly in terms of the food groups represented. It is not yet clear what effect this may have on consumers' perceptions and behaviour, and whether or not this practice should be encouraged or discouraged from a public health perspective.