Food advertising: selling what?

Authors

DOI:

https://doi.org/10.18554/refacs.v6i4.3285

Keywords:

Emotions, Marketing, Food publicity

Abstract

The aim of this study was to analyze the persuasion arguments of food advertising related to emotion and practicality, in the Brazilian television. This is a descriptive and exploratory study with a qualitative approach in which we analyzed ten examples of commercials that were selected monitoring two open channels for seven days in random periods in the year 2017. The analysis showed that the speech uses arguments related to solving problems of everyday life, associating the demands of feelings to nutrition and giving love, related mainly to family roles. The main characters are women in family contexts or in common, routine conditions that show hurry or automatic functions in the task of preparing food. The food is offered as a solution to the concerns of practical life and frustrations, inducing to consume themwith the promise to solve objective and subjective problems.

Author Biographies

Ana Carolina Aguiar Bloemer, Universidade de Ribeirão Preto (UNAERP), Ribeirão Preto, SP, Brasil

Nutricionista. Especialista em Nutrição na modalidade Aprimoramento Profissional. Mestre e Doutora em Ciências Médicas. Professora do Curso de Nutrição da Universidade de Ribeirão Preto (UNAERP), Ribeirão Preto, SP, Brasil

Rosa Wanda Diez Garcia, Faculdade de Medicina da Universidade de Ribeirão Preto (FMURP-USP), Ribeirão Preto, SP, Brasil

Nutricionista. Residência e Especialização em Nutrição. Mestre e Doutora em Psicologia Social. Professora Associada do Curso de Nutrição da Faculdade de Medicina da Universidade de Ribeirão Preto (FMURP-USP), Ribeirão Preto, SP, Brasil.

References

Ghisletta P, Nesselroade JR, Featherman DL, Rowe JW. Structure and predictive power of intraindividual variability in health and activity measures. Swiss J Psychol. 2002; 61(2):73-83.

Congard A, Dauvier B, Antoine P, Gilles P-Y. Integrating personality, daily life events and emotion: role of anxiety and positive affect in emotion regulation dynamics. J Res Pers. 2011; 45(4):372-84.

Louzada MLD, Baraldi LG, Steele EM, Martins APB, Canella DS, Moubarac JC, et al. Consumption of ultra-processed foods and obesity in Brazilian adolescents and adults. Prev Med. 2015; 81:9-15.

Bezerra IN, Souza AM, Pereira RA, Sichieri R. Consumo de alimentos fora do domicílio no Brasil. Rev Saúde Publica. 2013; 47(supl1):200-11.

Moubarac JC, Martins APB, Claro RM, Levy RB, Cannon G, Monteiro CA. Consumption of ultra-processed foods and likely impact on human health. Evidence from Canada. Public Health Nutr. 2013; 16(12):2240-8.

Claro RM, Baraldi LG, Martins APB, Bandoni DH, Levy RB. Trends in spending on eating away from home in Brazil, 2002-2003 to 2008-2009. Cad Saúde Pública. 2014; 30(7):1418-26.

Zlatevska N, Dubelaar C, Holden SS. Sizing up the effect of portion size on consumption: a meta-analytic review. J Mark. 2014; 78(3):140-54.

Rolls BJ, Morris EL, Roe LS. Portion size of food affects energy intake in normal-weight and overweight men and women. Am J Clin Nutr. 2002; 76(6):1207-13.

Almiron-Roig E, Tsiountsioura M, Lewis HB, Wu J, Solis-Trapala I, Jebb SA. Large portion sizes increase bite size and eating rate in overweight women. Physiol Behav. 2015; 139:297-302.

Wansink B, Kim J. Bad popcorn in big buckets: portion size can influence intake as much as taste. J Nutr Educ Behav. 2005; 37(5):242-5.

Rolls BJ, Roe LS, Kral TVE, Meengs JS, Wall DE. Increasing the portion size of a packaged snack increases energy intake in men and women. Appetite. 2004; 42(1):63-9.

Kral TV, Rolls BJ. Energy density and portion size: their independent and combined effects on energy intake. Physiol Behav. 2004; 82(1):131-8.

Flood JE, Roe LS, Rolls BJ. The effect of increased beverage portion size on energy intake at a meal. J Am Diet Assoc. 2006; 106(12):1984-90.

Rolls BJ, Roe LS, Meengs JS. The effect of large portion sizes on energy intake is sustained for 11 days. Obesity. 2007; 15(6):1535-43.

Diez-Garcia RW. Reflexos da globalização na cultura alimentar : considerações sobre as mudanças na alimentação urbana. Rev Nutr. 2003; 16(4):483-92.

Braun V, Clarke V. Using thematic analysis in psychology. Qual Res Psychol. 2006; 3(2):77-101.

Van Strien T, Cebolla A, Etchemendy E, Gutierrez-Maldonado J, Ferrer-Garcia M, Botella C, et al. Emotional eating and food intake after sadness and joy. Appetite. 2013; 66(1):20-5.

Erlanson-Albertsson C. How palatable food disrupts appetite regulation. Basic Clin Pharmacol Toxicol. 2005; 97(2):61-73.

Raspopow K, Abizaid A, Matheson K, Anisman H. Anticipation of a psychosocial stressor differentially influences ghrelin, cortisol and food intake among emotional and non-emotional eaters. Appetite. 2014; 74:35-43.

Aguiar-Moreira AC, Diez-Garcia RW. Influência das emoções geradas por eventos de vida no consumo alimentar em mulheres. [dissertação]. Ribeirão Preto, SP: Universidade de São Paulo; 2014.

Burrowes P. Viagem ao território da publicidade. Comunicação, mídias e consumo; 2005; 3(2):205-19.

Marins BR, de Araujo IS, Jacob SD. Food advertising: advice or merely stimulation of consumption? Ciênc Saúde Colet. 2011; 16(9):3873-82.

Ministério da Saúde (Br). Vigitel Brasil: Vigilância de fatores de risco e proteção para doenças crônicas por inquérito telefônico. Brasília, DF: Ministério da Saúde; 2013. 136 p.

Monteiro CA, Levy RB, Claro RM, Ribeiro de Castro IR, Cannon G. Increasing consumption of ultra-processed foods and likely impact on human health: evidence from Brazil. Public Health Nutr. 2011; 14(1):5-13.

Levy RB, Claro RM, Mondini L, Schieri R, Monteiro CA. Distribuição regional e socioeconômica da disponibilidade domiciliar de alimentos no Brasil em 2008-2009. Rev Saúde Pública. 2012; 46(1):6-15.

Wansink B, Van Ittersum K, Painter JE. How descriptive food names bias sensory perceptions in restaurants. Food Qual Prefer. 2005; 16(5):393-400.

Costa, CS, Flores TR, Wendt A, Neves RG, Assunção MCF, Santos IF. Comportamento sedentário e consumo de alimentos ultraprocessados entre adolescentes brasileiros: Pesquisa Nacional de Saúde do Escolar (PeNSE), 2015. Cad Saúde Pública. 2018; 34(3):e00021017.

Ministério da Saúde (Br). Secretaria de Atenção à Saúde, Departamento de Atenção Básica. Guia alimentar para a população brasileira. 2. ed. Brasília, DF: Ministério da Saúde; 2014. 156 p.

Ribeiro H, Jaime PC, Ventura D. Alimentação e sustentabilidade. Estud Av. 2017; 31(89):61-73.

Downloads

Published

2018-10-20

How to Cite

Bloemer, A. C. A., & Garcia, R. W. D. (2018). Food advertising: selling what?. JOURNAL FAMILY, CYCLES OF LIFE AND HEALTH IN SOCIAL CONTEXT, 6(4), 694–700. https://doi.org/10.18554/refacs.v6i4.3285

Issue

Vol. 6 No. 4 (2018): Outubro a Dezembro - Special Edition: Psychology, Family and Health

Section

Original Articles

License

Each of the authors of the manuscript must complete and sign a copy of Statement of Responsibility and Copyright Transfer Agreement, which must be attached, by the submitting author, in step 4 of the submission process in the journal system (Click on the "Browse" option, select the file that should be inserted in pdf format, click on the "Download" button, in the "Title" field type: Declaration of responsibilities, then click the "Save and Continue" button and proceed with the submission process.

Note: Including scanned signature will not be accepted. Each author of the manuscript must complete a declaration individually.

 

 

Licença Creative Commons
REFACS de Universidade Federal do Triângulo Mineiro está licenciado com uma Licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.
Baseado no trabalho disponível em www.uftm.edu.br.
Podem estar disponíveis autorizações adicionais às concedidas no âmbito desta licença em http://www.uftm.edu.br/refacs.