儿童对数字媒体平台上的食品营销的看法
Jennifer E Carroll1, Jennifer A Emond2,3, Linda L Griffin4
1Department of Biostatistics and Epidemiology, School of Public Health & Health Sciences, University of Massachusetts Amherst, Amherst, Massachusetts.
AJPM focus
|April 1, 2024
概括
孩子们理解食品广告,但仍然对它们敏感,即使他们认识到他们的意图. 这突显了人们对有吸引力的内容和有吸引力的产品如何影响儿童的理解上的差距.
科学领域:
- 儿童营养学 儿童营养学
- 媒体研究 媒体研究
- 消费者心理学 消费者心理学
背景情况:
- 接触食品营销与不良饮食习惯的风险增加有关.
- 儿童对数字食品营销的理解,包括嵌入式广告,没有得到充分的研究.
- 由于独立媒体的消费和潜在的难以辨别微妙的广告策略,9-11岁的儿童特别容易受到伤害.
研究的目的:
- 调查儿童在数字媒体平台上对食品营销的看法和解释.
- 为了评估儿童对食品广告的接受度,尽管他们认识到他们的意图.
主要方法:
- 在2022年从21个儿童-家长双中收集的数据.
- 儿童接受了关于他们接触食品营销和媒体习惯的采访.
- 父母完成了关于家庭数字设备和孩子对广告意识的调查.
主要成果:
- 所有的孩子都能识别出直接的食品广告,并且可以自信地描述它们.
- 尽管理解广告的意图,但由于吸引人的内容和有吸引力的食品,儿童仍然保持了接纳力.
- 娱乐价值和产品品味等因素影响了人们的接受度,即使广告可以跳过.
结论:
- 意识到广告的曝光和意图并不能充分缓解对不健康食品广告的接受度.
- 为了了解嵌入式广告的影响,特别是来自社交媒体影响者的影响,进一步的研究至关重要.
- 了解儿童与不断变化的数字媒体环境的接触对于公共卫生战略至关重要.
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