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Use of persuasive strategies in food advertising on television and on social media in Brazil
- Source :
- Preventive Medicine Reports, Vol 24, Iss, Pp 101520-(2021), Preventive Medicine Reports
- Publication Year :
- 2021
- Publisher :
- Elsevier, 2021.
-
Abstract
- We analyzed the use of persuasive advertising strategies by 18 food brands on TV and Facebook, Instagram, and YouTube in Brazil in April 2018. Advertising strategies were investigated from three groups: power of advertising strategies (n = 10) (e.g., use of licensed character, celebrities, awards, etc), use of the prize offering (n = 9) (e.g., pay 2 take 3 or more, gifts or collectable, limited edition, etc), and use of brand benefit claims (n = 8) (e.g., messages that exalt sensory-based characteristics such as flavor, taste, aroma and recommend how to use/consume the product, etc). Almost 90% of the brands were ultra-processed foods producers and they carried 52 ads on TV and 194 posts on social media platforms. A higher frequency of the strategy ‘cartoon/company owned character’ was found on TV ads (19.2%; p
- Subjects :
- Internet
Epidemiology
business.industry
Taste (sociology)
media_common.quotation_subject
Public Health, Environmental and Occupational Health
Regular Article
Advertising
Product (business)
Social media
Persuasive advertising
Food advertising
Collectable
Ultra-processed foods
Medicine
Television
business
media_common
Subjects
Details
- Language :
- English
- ISSN :
- 22113355
- Volume :
- 24
- Database :
- OpenAIRE
- Journal :
- Preventive Medicine Reports
- Accession number :
- edsair.doi.dedup.....558839756f7e10fe42661a3d7d170667