Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018

In Spain, 40% of children are overweight or obese. Television advertising is a widely acknowledged factor contributing to high-calorie food intake. This study longitudinally correlates some variables involved in childhood obesity prevention strategies in Spain. A mixed-methods approach was used. A q...

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Autores: Montaña Blasco, Mireia, Jiménez Morales, Mònika, Vàzquez, Mercè
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2019
País:España
Institución:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10230/44069
Acceso en línea:http://hdl.handle.net/10230/44069
http://dx.doi.org/10.3390/nu11122873
Access Level:acceso abierto
Palabra clave:Advertising
Childhood obesity
Food
Health policy
Language
Nutrient profiling
Television
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spelling Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018Montaña Blasco, MireiaJiménez Morales, MònikaVàzquez, MercèAdvertisingChildhood obesityFoodHealth policyLanguageNutrient profilingTelevisionIn Spain, 40% of children are overweight or obese. Television advertising is a widely acknowledged factor contributing to high-calorie food intake. This study longitudinally correlates some variables involved in childhood obesity prevention strategies in Spain. A mixed-methods approach was used. A quantitative analysis of audience data was conducted to determine the advertising campaigns most viewed by Spanish children from 2016 to 2018. The Nutri-score system was applied to determine the nutritional quality of the food advertised. A content analysis and a study of the discursive strategies used as an advertising ploy was undertaken. The results were examined in relation to the regulatory framework of the Spanish PAOS Code for the co-regulation of food advertising aimed at children. The study shows that Spanish advertising aimed at children mostly advertises very low nutritional value products. Moreover, these campaigns violate the PAOS Code in terms of the use of language in relation to the product, its benefits, and the appearance of popular characters. Our findings suggest a direct association between low nutritional value food ads and discursive strategies based on the intangible and extrinsic characteristics of these products. There remains the need for stricter legislation that takes into consideration the nutritional value of advertised foods and the language used in their hedonistic advertising.MDPI202020202019info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/44069http://dx.doi.org/10.3390/nu11122873reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésNutrients. 2019 Nov 21;11(12):2873© 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).http://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:recercat.cat:10230/440692026-05-29T05:05:01Z
dc.title.none.fl_str_mv Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018
title Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018
spellingShingle Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018
Montaña Blasco, Mireia
Advertising
Childhood obesity
Food
Health policy
Language
Nutrient profiling
Television
title_short Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018
title_full Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018
title_fullStr Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018
title_full_unstemmed Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018
title_sort Food advertising and prevention of childhood obesity in Spain: analysis of the nutritional value of the products and discursive strategies used in the ads most viewed by children from 2016 to 2018
dc.creator.none.fl_str_mv Montaña Blasco, Mireia
Jiménez Morales, Mònika
Vàzquez, Mercè
author Montaña Blasco, Mireia
author_facet Montaña Blasco, Mireia
Jiménez Morales, Mònika
Vàzquez, Mercè
author_role author
author2 Jiménez Morales, Mònika
Vàzquez, Mercè
author2_role author
author
dc.subject.none.fl_str_mv Advertising
Childhood obesity
Food
Health policy
Language
Nutrient profiling
Television
topic Advertising
Childhood obesity
Food
Health policy
Language
Nutrient profiling
Television
description In Spain, 40% of children are overweight or obese. Television advertising is a widely acknowledged factor contributing to high-calorie food intake. This study longitudinally correlates some variables involved in childhood obesity prevention strategies in Spain. A mixed-methods approach was used. A quantitative analysis of audience data was conducted to determine the advertising campaigns most viewed by Spanish children from 2016 to 2018. The Nutri-score system was applied to determine the nutritional quality of the food advertised. A content analysis and a study of the discursive strategies used as an advertising ploy was undertaken. The results were examined in relation to the regulatory framework of the Spanish PAOS Code for the co-regulation of food advertising aimed at children. The study shows that Spanish advertising aimed at children mostly advertises very low nutritional value products. Moreover, these campaigns violate the PAOS Code in terms of the use of language in relation to the product, its benefits, and the appearance of popular characters. Our findings suggest a direct association between low nutritional value food ads and discursive strategies based on the intangible and extrinsic characteristics of these products. There remains the need for stricter legislation that takes into consideration the nutritional value of advertised foods and the language used in their hedonistic advertising.
publishDate 2019
dc.date.none.fl_str_mv 2019
2020
2020
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/44069
http://dx.doi.org/10.3390/nu11122873
url http://hdl.handle.net/10230/44069
http://dx.doi.org/10.3390/nu11122873
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Nutrients. 2019 Nov 21;11(12):2873
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
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