دانلود مقاله ISI انگلیسی شماره 40351
عنوان فارسی مقاله

وعده های شیرین: تبلیغات آب نبات برای کودکان و مفاهیم برای صنعت خود تنظیم

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
40351 2015 8 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Sweet promises: Candy advertising to children and implications for industry self-regulation
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Appetite, Volume 95, 1 December 2015, Pages 585–592

کلمات کلیدی
غذا - بازار یابی - تلویزیون - چاقی - بچه ها - تبلیغات
پیش نمایش مقاله
پیش نمایش مقاله وعده های شیرین: تبلیغات آب نبات برای کودکان و مفاهیم برای صنعت خود تنظیم

چکیده انگلیسی

Candy advertising illustrates limitations of the Children's Food and Beverage Advertising Initiative (CFBAI) self-regulatory program to improve food marketing to children. Participating companies pledge to not advertise candy in child-directed media. Yet independent analyses show that children viewed 65% more candy ads on U.S. television in 2011 than in 2007, before CFBAI implementation. The present research corroborates these findings, characterizes the increase, and examines how CFBAI-participating and non-participating companies use child-targeted techniques and media placement to advertise candy on U.S. television. Content analysis identified child-targeted messages and techniques in 2011 television candy ads, and Nielsen data (2008–2011) quantified candy advertising viewed on children's and other types of television programming. Differences between brands according to CFBAI status and use of child-targeted techniques in ads are evaluated. Data were obtained and analyzed in 2013. CFBAI-company non-approved brands represented 65% of candy ads viewed by children in 2011, up from 45% in 2008, and 77% of these ads contained child-targeted techniques. Although CFBAI companies only placed ads for approved brands on children's networks, 31% of ads viewed by children for CFBAI non-approved brands appeared on networks with higher-than-average youth audiences. CFBAI non-participating companies placed child-targeted candy ads primarily on children's networks. Despite CFBAI pledges, companies continue to advertise candy during programming with large youth audiences utilizing techniques that appeal to children. Both increased CFBAI participation and a more effective definition of “child-directed advertising” are required to reduce children's exposure to targeted advertising for foods that can harm their health.

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