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International Journal of Public Health
Published in: International Journal of Public Health 6/2018

01-07-2018 | Original Article

Marketing techniques in television advertisements of food and drinks directed at children in Spain, 2012

Authors: Karimen León-Flández, Miguel Ángel Royo-Bordonada, María Ángeles Moya-Geromini, María José Bosqued-Estefanía, Lázaro López-Jurado, Javier Damián

Published in: International Journal of Public Health | Issue 6/2018

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Abstract

Objectives

To analyse marketing techniques used in television advertisements of food and drinks (AFDs) directed to children, and their nutritional quality.

Methods

This is a cross-sectional study of television AFDs directed to children in Spain over 7 days in 2012. Primary appeal, persuasive and nutritional marketing techniques, and links to Internet were registered. The foods were classified according to their nutritional quality using an international codification system and the UK nutrient profile model. Frequency of AFDs using marketing techniques and percentages for unhealthy products were calculated.

Results

Taste and fun were the main primary appeals used. Persuasive and nutritional marketing techniques and links to Internet were used in 61%, 68.5% and 65.2% of AFDs, respectively. These techniques were more common during weekdays, enhanced protection time slots and on channels with particular appeal to children. More than two-thirds of AFDs using these techniques were for unhealthy products, reaching 96.2% of AFDs with premium offers and gifts.

Conclusions

There is an extensive use of marketing techniques in television AFDs directed to children in Spain. Most products advertised were unhealthy, so stronger governmental regulations are required.
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Metadata
Title
Marketing techniques in television advertisements of food and drinks directed at children in Spain, 2012
Authors
Karimen León-Flández
Miguel Ángel Royo-Bordonada
María Ángeles Moya-Geromini
María José Bosqued-Estefanía
Lázaro López-Jurado
Javier Damián
Publication date
01-07-2018
Publisher
Springer International Publishing
Published in
International Journal of Public Health / Issue 6/2018
Print ISSN: 1661-8556
Electronic ISSN: 1661-8564
DOI
https://doi.org/10.1007/s00038-018-1085-7

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