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Related Experiment Videos

Abad García1, Isabel Valero-Morales2, Edith Valbuena-Gregorio3

  • 1Centro de Investigación en Nutrición y Salud, Instituto Nacional de Salud Pública. Cuernavaca, Morelos, México.. gama89@yahoo.com.mx.

Salud Publica De Mexico
|December 7, 2023
PubMed
Summary

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This summary is machine-generated.

Food and beverage companies use emotional and rational persuasive messages targeting children and adolescents on social media. Advertising strategies vary by platform, highlighting the need for regulation in unhealthy food marketing to young audiences.

Area of Science:

  • Public Health
  • Marketing and Communication
  • Child and Adolescent Studies

Context:

  • Unhealthy food and beverage marketing is prevalent on social media platforms popular among Mexican youth.
  • Understanding persuasive techniques used in advertising is crucial for public health initiatives.

Purpose:

  • To identify persuasive messages used by the unhealthy food and beverage industry on social media platforms frequented by Mexican children and adolescents.
  • To determine the target age group for these persuasive messages.

Summary:

  • Analysis of 892 advertisements from top unhealthy food/beverage brands on YouTube, Facebook, and Instagram revealed platform-specific messaging strategies.
  • Emotional appeals were equally present as rational appeals on Facebook, while YouTube predominantly featured rational messages.

Related Experiment Videos

  • Emotional persuasive messages were 2.9 times more likely to target children or adolescents.

    • Impact:

    • Persuasive strategies in unhealthy food and beverage advertising differ across social media platforms.
    • Regulation of social media advertising for unhealthy products is essential to protect children and adolescents from undue influence on purchasing decisions.