Analysis of advertising in the multimedia environment of children and adolescents in Peru

Busse, Peter

doi:10.1080/17482798.2018.1431557

Cited by 13 publications

(26 citation statements)

References 40 publications

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“…The definition for one month of data collection followed the same procedure used for food television monitoring, enabling comparisons. Other studies have also monitored food advertising on social media during this period ( Busse, 2018 , Buchanan et al, 2018 , Jaichuen et al, 2019 ). When visiting the brand pages, the number of subscribers of each brand page on the platforms was also registered.…”

Section: Methodsmentioning

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

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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: Methodsmentioning

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

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“…They located all of the corner stores within the area using mobile phones and a Global Positioning System (GPS) device. Based on food and beverage categories commonly advertised in corner stores (Busse, 2018;Chacon et al, 2013), they took pictures of all print advertisements found in the corner stores. The sample size of 200 unique food and beverage print ads (100 for each country) was de ned according to a saturation criterium, because at some point during the eldwork period (October 2018 -December 2018), researchers could not nd new ads to photograph.…”

Section: Methodsmentioning

confidence: 99%

Gender representation in food and beverage print ads found in corner stores around schools in Peru and Guatemala

Mus

Rozas

Barnoya

et al. 2021

Preprint

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ObjectiveThe objective of this study is to assess gender representation in food and beverage print advertisements.ResultsThe study follows a quantitative descriptive approach. Using a content analysis technique, we assessed the gender representation in 200 food and beverage print advertisements found in corner stores located in four areas around schools in Lima, Peru, and Guatemala City, Guatemala (100 advertisements per country). A total of 36% of the ads exhibited a male main character for the case of Guatemala, while in Peru 14% of the ads presented a male main character. Furthermore, in Guatemala, 22% of the main characters were male animated characters. Moreover, 27% of the ads in Guatemala and 17%, in Peru were visually male-oriented. Overall, male characters appeared alongside sports references and in varied settings, whereas female characters were usually holding or consuming the product. In conclusion, although the majority of variables used to assess the representation of gender in food and beverage print advertisements were gender-neutral, those showing gender representation were mostly male-oriented. Despite its limited findings, the study provides evidence for the formulation of public policies and educational content aimed to protect children’s and adolescents’ health from the effects of food marketing.

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“…Before conducting fieldwork, the team defined a list of food and beverage categories for researchers to know what ads they should photograph, based on previous studies [ 19 , 21 ]. This list and other supporting documentation that describes the procedures of obtention of the image dataset is in the repository [ 18 ], in plain text format (.TXT) (see data file 1 and data file 2 described in Table 1 ).…”

Section: Data Descriptionmentioning

confidence: 99%

Data on gender representation in food and beverage print advertisements found in corner stores from Guatemala and Peru

et al. 2021

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Objectives Data on gender representation in food and beverage advertisements may allow for a better understanding of how the food industry is targeting different audiences based on gender. Nonetheless, scant research on food and beverage print advertising with a gender approach has been conducted. Therefore, we sought to assess the prevalence of gender focus in print advertisements found inside corner stores in two cities: Guatemala City, Guatemala, and Lima, Peru. Data description We developed two complementary datasets as part of the study: (1) a dataset of digital photographs of 200 food and beverage print advertisements found in corner stores located near schools (100 ads per country selected according to criteria such as product type, image quality, and uniqueness); (2) a quantitative dataset with data of the content analysis of these photographs. We employed 19 variables to record the general information and gender assessment of the ads. These datasets should allow scholars and public officials to identify gender-specific marketing strategies of the food industry that might impact children’s and adolescents’ nutrition differently.

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Analysis of advertising in the multimedia environment of children and adolescents in Peru

Cited by 13 publications

References 40 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

Gender representation in food and beverage print ads found in corner stores around schools in Peru and Guatemala

Data on gender representation in food and beverage print advertisements found in corner stores from Guatemala and Peru

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