Spain ranks fifth among European countries for childhood obesity. Sugar-sweetened beverages (SSBs) and soft drinks (SDs) are consumed by 81% of the Spanish children weekly. Advertising is one of the factors that contributes to an obesogenic environment. This study correlated longitudinally the nutritional values of SSBs and SDs and advertising discursive strategies between 2013 and 2018 for all media. A mixed-methods approach was applied that included a quantitative analysis of advertising spend data, a content analysis and a study of the discursive strategies used in advertisements. In addition, the Nutri-score system was used in order to determine the nutritional quality of the beverages. The results were analyzed applying the Spanish advertising regulatory framework for obesity prevention. The main findings indicate an association between low nutritional value beverage advertisements and a discourse based on hedonistic elements. In order to prevent childhood obesity in Spain, a stricter regulation of advertising is necessary, especially in aspects such as the language used to present products and celebrity endorsements.
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.
The presence and variety of mobile devices in Spanish homes, regardless of the social and economic con-text, has been widespread for years. Several studies focus on parental mediation in children's consumption of smart devices, however, there is a lack of scientific evidence about how the educational level and the professional profile of parents affect children’s digital media consumption. This study analyzes the influence of the socio-educational level of families on the consumption of digital screens. The study deepens the understanding on the educational level of parents, as well as their professional category. A quantitative methodology was applied on a sample of 792 primary school children, between 5 and 9 years of age, in three Spanish cities. The consumption of television, smartphones, tablets, computers and videogames was analyzed. Results indicate that, the lower the level of education and professional category of the mother, the greater the consumption of content through smart devices by children. The study demonstrates, there-fore, the importance of considering the educational and professional levels of mothers and fathers for a better understanding of the consumption of digital screens and, at the same time, as an opportunity for designing family strategies that encourage critical thinking and digital media education. La presencia y la variedad de dispositivos móviles en los hogares españoles, con independencia del contexto social y económico, es una realidad normalizada desde hace años. Diversos estudios se centran en la mediación parental en el consumo infantil de pantallas inteligentes, aunque existe una falta de evidencia científica sobre cómo el nivel de formación y el perfil profesional de las madres y de los padres inciden en las formas de consumo mediático digital de los menores. Este estudio analiza la influencia del nivel socioeducativo de las familias en el consumo de pantallas inteligentes. La investigación profundiza en el nivel de estudios de madres y padres, así como en su categoría profesional. Para ello se utiliza una metodología cuantitativa a partir de una muestra de 792 niños y niñas de primaria, de entre 5 y 9 años, de tres ciudades españolas. Se analiza el consumo de televisión, teléfonos móviles, tabletas, ordenadores y videojuegos. Los resultados señalan que, a menor nivel de estudios y menor categoría profesional de la madre, mayor es el consumo de contenidos a través de dispositivos móviles por parte de los menores. El estudio demuestra la importancia de considerar el nivel educativo y profesional de las madres y de los padres como oportunidad para entender mejor el consumo de pantallas inteligentes y para diseñar estrategias familiares que fomenten el pensamiento crítico y la educación mediática digital.
Los niños españoles ven una media de 9000 campañas publicitarias en televisión al año. La mayoría de ellas corresponden a alimentos de bajo valor nutricional. Dados los índices de obesidad infantil, la estrecha relación entre la publicidad dirigida a ese colectivo y el consumo de este tipo de alimentos, España aprobó en 2005 el Código de Autorregulación de la Publicidad de Alimentos Dirigida a Menores (PAOS). Este artículo tiene como objetivo analizar las estrategias discursivas utilizadas en las campañas de alimentos de bajo valor nutricional, poniéndolas en relación con el contenido del Código PAOS. Utiliza para ello una metodología mixta que integra técnicas cuantitativas para el análisis de audiencias y cualitativas para el estudio del discurso publicitario. La investigación concluye que, a diferencia de otro tipo de alimentos, la publicidad de productos de bajo valor nutricional centra su estrategia discursiva en palabras y campos semánticos vinculados a la felicidad, la acción y la diversión, entre otros. Las conclusiones apuntan asimismo a la necesidad de revisar el contenido del Código PAOS, de una mayor implicación por parte de la industria alimentaria española, de agencias y de anunciantes, con el objetivo de que la autorregulación de los contenidos publicitarios resulte realmente efectiva. La contribución original del artículo radica en la aportación teórica y empírica que toma como punto de partida la obesidad infantil en España y la interrelaciona con las estrategias discursivas de la publicidad de productos de bajo valor nutricional dirigida a los menores y el marco normativo existente.
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