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

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• dc.contributor.author Montaña Blasco, Mireia
• dc.contributor.author Jiménez Morales, Mònika
• dc.contributor.author Vàzquez, Mercè
• dc.date.accessioned 2020-03-27T10:18:31Z
• dc.date.available 2020-03-27T10:18:31Z
• dc.date.issued 2019
• dc.description.abstract 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.en
• dc.format.mimetype application/pdf
• dc.identifier.citation Montaña M, Jiménez Morales M, Vàzquez M. 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. Nutrients. 2019 Nov 21;11(12):2873. DOI: 10.3390/nu11122873
• dc.identifier.doi http://dx.doi.org/10.3390/nu11122873
• dc.identifier.issn 2072-6643
• dc.identifier.uri http://hdl.handle.net/10230/44069
• dc.language.iso eng
• dc.publisher MDPI
• dc.relation.ispartof Nutrients. 2019 Nov 21;11(12):2873
• dc.rights © 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/).
• dc.rights.accessRights info:eu-repo/semantics/openAccess
• dc.rights.uri http://creativecommons.org/licenses/by/4.0/
• dc.subject.keyword Advertisingen
• dc.subject.keyword Childhood obesityen
• dc.subject.keyword Fooden
• dc.subject.keyword Health policyen
• dc.subject.keyword Languageen
• dc.subject.keyword Nutrient profilingen
• dc.subject.keyword Televisionen
• dc.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 2018en
• dc.type info:eu-repo/semantics/article
• dc.type.version info:eu-repo/semantics/publishedVersion