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Implicit Messages Regarding Unhealthy Foodstuffs in Chinese Television Advertisements: Increasing the Risk of Obesity
Chang,Angela1; Schulz,Peter J.2; Schirato,Tony1; Hall,Brian J.3,4
2018-11-21
Source PublicationInternational Journal of Environmental Research and Public Health
ISSN1661-7827
Volume15Issue:1
Abstract

Previous studies indicated that television (TV) advertising is associated with higher rates of obesity. The rate of obesity and overweight continues to rise in mainland China, bringing into question whether TV advertising to young audiences might be partly to blame. This study investigated messaging delivered through TV advertisements regarding healthy and unhealthy foodstuffs. A total of 42 major food brands and 480 advertisements were analysed for content in this study. The results showed that the majority of TV spots advertised products with poor nutritional content and had a potential to mislead audiences concerning products’ actual nutritional value. The tactics of repetition and appeals of premium offerings on food brands have a potential to influence the purchase intentions. Additional qualitative observation involving the social bond, social context and cultural factors pertaining to mood alterations were highlighted. The discussion addressed product attributes reflected by culture and the implicit messages of marketing claims may increase the risk of obesity. Thus, public health policymakers and researchers were encouraged to act urgently to evaluate the obesity risks of unhealthy food advertised in the media and to support healthy foods.

KeywordAdvertising Appeals Advertising Tactics Big Foods Branding Strategy Food Marketing Global Brands Obesity
DOI10.3390/ijerph15010070
URLView the original
Indexed BySSCI
Language英语
WOS Research AreaEnvironmental Sciences & Ecology ; Public, Environmental & Occupational Health
WOS SubjectEnvironmental Sciences ; Public, Environmental & Occupational Health
WOS IDWOS:000424121200070
PublisherMDPI, ST ALBAN-ANLAGE 66, CH-4052 BASEL, SWITZERLAND
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Citation statistics
Cited Times [WOS]:1   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF COMMUNICATION
DEPARTMENT OF PSYCHOLOGY
Corresponding AuthorChang,Angela
Affiliation1.Department of CommunicationUniversity of Macau,Taipa,Macao
2.Institute of Communication and HealthLugano University,Lugano,6904,Switzerland
3.Department of PsychologyUniversity of Macau,Taipa,Macao
4.Department of HealthBehavior and SocietyJohns Hopkins Bloomberg School of Public Health,Baltimore,21205,United States
First Author AffilicationUniversity of Macau
Corresponding Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Chang,Angela,Schulz,Peter J.,Schirato,Tony,et al. Implicit Messages Regarding Unhealthy Foodstuffs in Chinese Television Advertisements: Increasing the Risk of Obesity[J]. International Journal of Environmental Research and Public Health,2018,15(1).
APA Chang,Angela,Schulz,Peter J.,Schirato,Tony,&Hall,Brian J..(2018).Implicit Messages Regarding Unhealthy Foodstuffs in Chinese Television Advertisements: Increasing the Risk of Obesity.International Journal of Environmental Research and Public Health,15(1).
MLA Chang,Angela,et al."Implicit Messages Regarding Unhealthy Foodstuffs in Chinese Television Advertisements: Increasing the Risk of Obesity".International Journal of Environmental Research and Public Health 15.1(2018).
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