Analysing persuasive marketing of ultra-processed foods on Brazilian television

Santana, Marina Oliveira; Guimarães, Julia Soares; Leite, Fernanda Helena Marrocos; Mais, Laís Amaral; Horta, Paula Martins; Martins, Ana Paula Bortoletto; Claro, Rafael Moreira

doi:10.1007/s00038-020-01456-6

Cited by 28 publications

(27 citation statements)

References 22 publications

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“…Highly persuasive communication has the potential to attract customers and develop brand awareness and loyalty ( Close and Ham, 2016 ), which can be achieved by using persuasive strategies, i.e., a set of actions to convince consumers to buy a product based not exclusively on rational factors, but especially on emotional and sentimental ones ( Santana et al, 2020 ). Some examples of persuasive advertising strategies are advertisement repetition, product demonstration, peer popularity appeal, celebrity endorsement, and premiums ( Rozendaal et al, 2011 ).…”

Section: Introductionmentioning

confidence: 99%

“…In Brazil, almost 90% of all food ads announced on the open-TV are from ultra-processed foods ( Soares Guimarães et al, 2020 ) and 96% of them included one or more persuasive advertising strategies ( Santana et al, 2020 ). On social media, in Brazil, only a single study has investigated food ads on 16 ultra-processed food brands pages on Facebook during 2015 and posts contained user conversations, promotions, and celebrities’ endorsements (Horta et al, et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

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Use of persuasive strategies in food advertising on television and on social media in Brazil

Silva

Rodrigues

Souza

et al. 2021

Preventive Medicine Reports

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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 < 0.0001) in comparison to social media platforms (0% on the three platforms) while the presence of ‘famous sportsperson/team’ prevailed on YouTube (41.4%) in comparison to TV (19.2%), Facebook (10.9%) and Instagram (9.1%), p < 0.0001. On YouTube ads, the claims ‘sensory-based characteristics’ (86.2%), ‘suggested use’ (51.7%), and ‘emotive claims’ (31.0%) were more commonly seen in comparison to the other media, while the claims about ‘new brand developments’ (23.1%), ‘price’ (9.6%) and ‘suggesting to children and the whole family to use the advertised product’ (21.1%) prevailed on TV. Ultra-processed food brands are the main food companies that advertise on Brazilian TV and social media and the message transmitted by these brands varies in each media according to the advertising strategies that are used.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Use of persuasive strategies in food advertising on television and on social media in Brazil

Silva

Rodrigues

Souza

et al. 2021

Preventive Medicine Reports

View full text Add to dashboard Cite

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“…The vast majority of food advertisements presented on TV contain at least one strategy influencing the viewer's beliefs. Persuasive marketing is defined as a set of actions that persuade consumers to buy a product (based not only on rational factors, but especially on emotional and sentimental ones) [82] (p. 1069).…”

Section: Marketing Activitiesmentioning

confidence: 99%

Marketing Activities of Local Food Producers in E-Commerce

Szymański

2021

Sustainability

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The food industry is characterized by a constant increase in value. The purpose of this study is to identify the most popular marketing forms used by the analyzed enterprises, which were food producers selling online among the local community and identification of the correlation of the analyzed variables with the age of companies. The survey was carried out with the use of the CATI (Computer Assisted Telephone Interviewing) method, and the research tool was a questionnaire. The Chi-square statistics was used to examine the dependencies of individual variables and V-Cramer coefficient was used to identify the strength of the correlation. The obtained results and their analysis enable to conclude that there is a strong relation between the number of encountered problems in conducting online sales and the period of the company’s existence. The relationship (with a moderate strength) between sources of marketing inspirations used in e-stores and the company’s age was also confirmed. Furthermore, it was noticed that the number of marketing tools increases with the period of the company’s existence. Sales promotion, social media marketing and website positioning were indicated among the most popular tools.

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“…(Juul et al, 2018; Martínez Steele 1 et al, 2016;Moubarac et al, 2017). Since, consumers are continuously exposed to "new" UPFs 1 with more than 96% of persuasive advertisement strategies (Santana et al, 2020), from a 1 nutritional perspective, over-processing and chemical risk emerge as a critical topic for public 1 health linking nutritional quality and food safety. 1…”

Section: Introductionmentioning

confidence: 99%

Evaluation of the Nutritional Quality of Ultra-Processed Foods (Ready to Eat + Fast Food): Fatty Acid Composition

Maldonado‐Pereira

Barnaba

Campos

et al. 2021

Preprint

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Up to the 60% of the Western diet is characterized by consumption of high amounts of Ultra-processed foods (UPFs). From a nutritional standpoint, the high consumption of UPFs, including Fast-foods and Ready-to-Eat (RTE), emerges as a critical topic for public health linking nutritional quality and food safety. In the present work, we provide a systematic database of fatty acids composition of the most consumed UPFs in the US mid-western region. Saturate (SFA) and monounsaturated (MUFA) fatty acids were predominant in both FF and RTE, while health-beneficial polyunsaturated (PUFA) fatty acids were abundant only in seafood meals. Nutritional and non-nutritional attributes were correlated, finding positive correlation between caloric and sodium content. The significance of this study relies on providing new quantitative data for the most consumed UPFs, with the opportunity to define priority interventions for more advanced precision nutrition, especially for vulnerable populations.

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Analysing persuasive marketing of ultra-processed foods on Brazilian television

Cited by 28 publications

References 22 publications

Use of persuasive strategies in food advertising on television and on social media in Brazil

Use of persuasive strategies in food advertising on television and on social media in Brazil

Marketing Activities of Local Food Producers in E-Commerce

Evaluation of the Nutritional Quality of Ultra-Processed Foods (Ready to Eat + Fast Food): Fatty Acid Composition

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