什么,什么时候,以及如何在加纳电视台广告食物和饮料
Morgan Boncyk1, Krystal K Rampalli1, Marian N Winters1
1Department of Health Promotion, Education, and Behavior, University of South Carolina, South Carolina, United States of America.
PloS one
|June 9, 2025
概括
加纳的电视食品广告主要包括不健康的产品,有说服性的营销策略和体重不足的演员. 这凸显了为促进更健康的饮食和现实的身体形象而制定法规的迫切需要.
科学领域:
- 公共卫生 公共卫生
- 营养科学 营养科学
- 媒体研究 媒体研究
背景情况:
- 食品营销在全球范围内显著影响饮食习惯和健康结果.
- 与许多其他国家不同,加纳缺乏食品广告的规定.
- 了解食品广告内容对于制定促进健康的政策至关重要.
研究的目的:
- 分析加纳电视上食品和饮料广告的内容,时间和营销技术.
- 识别广告中的食品和饮料类型以及特色演员的特点.
- 在加纳,为制定政策制定更健康的饮食和现实的身体期望提供信息.
主要方法:
- 从2020年2月到5月记录的486小时食品广告的内容分析.
- 607个广告和2043个参与者的食品类型,参与者特征 (体型,性别,年龄,种族) 和营销技术的编码.
- 与食品推广相关的框架 (收益,享乐,规范) 和行为者特征的统计分析.
主要成果:
- 三分之二 (66.8%) 的广告宣传的是不健康的食物,其中含糖饮料是最常见的.
- 一半 (52.9%) 的广告采用了有说服力的营销策略,常常以低权重的演员为特色.
- 晚上和晚上的广告主要宣传不健康的食物,与早上的广告形成鲜明对比.
结论:
- 加纳的食品广告大力宣传不健康的选择,利用有说服力的策略,经常以体重不足的演员为特色.
- 广告的时机与宣传食品的健康程度相关,晚上有利于不健康的选择.
- 加纳迫切需要制定监管政策,以管理食品营销,鼓励健康饮食和培养积极的身体形象.
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