The use of sports references in marketing of food and beverage products in supermarkets

Bragg, Marie A.; Liu, Peggy J.; Roberto, Christina A.; Sarda, Vishnu; Harris, Jennifer L.; Brownell, Kelly D.

doi:10.1017/s1368980012003163

Cited by 38 publications

(41 citation statements)

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“…We only described child-oriented snack food advertisements and not all food advertisements. Similar to the Bragg, et al study (Bragg et al 2013), advertising of confectioneries were not included and therefore our results cannot be generalized to these snacks also marketed to children. Additionally, even though our sample was not intended to be representative of the entire country, child-oriented advertisements are likely to be the same nationwide considering convenience stores are found in almost every neighborhood nationwide.…”

Section: Discussionmentioning

confidence: 73%

“…They were considered child-oriented if they had images of promotional characters (i.e., licensed, brand-specific or sports character, cartoon, animal/creature, or celebrity), premium offers (i.e., collectibles, toys, or raffles), children's television or movie tie-ins, sports references (e.g., soccer balls, team logo), or the word “child” or synonym (e.g., junior). To allow for comparisons with previously published data (Bragg et al 2013) on packaged snack food marketing, we included sweetened beverages (i.e., fruit and energy drinks), soft drinks, pastries and cookies, savory snacks, dairy products, cereals, ice cream and frozen desserts, and bottled water. Considering that atoles (traditional fortified cereal-based drink) are one of the most frequently consumed beverages among Guatemalan children (Montenegro-Bethancourt et al 2010), we also included packaged atoles as a category.…”

Section: Methodsmentioning

confidence: 99%

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Snack food advertising in stores around public schools in Guatemala

Chacón

Letona

Villamor

et al. 2014

Critical Public Health

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Obesity in school-age children is emerging as a public heath concern. Food marketing influences preferences and increases children's requests for food. This study sought to describe the type of snack foods advertised to children in stores in and around public schools and assess if there is an association between child-oriented snack food advertising and proximity to schools. All food stores located inside and within a 200 square meter radius from two preschools and two primary schools were surveyed. We assessed store type, number and type of snack food advertisements including those child-oriented inside and outside stores. We surveyed 55 stores and found 321 snack food advertisements. Most were on sweetened beverages (37%) and soft drinks (30%). Ninety-two (29%) were child-oriented. Atoles (100.0%), cereals (94.1%), and ice cream and frozen desserts (71.4%) had the greatest proportion of child-oriented advertising. We found more child-oriented advertisements in stores that were closer (<170 m) to schools compared to those farther away. In conclusion, the food industry is flooding the market, taking advantage of the lack of strict regulation in Guatemala. Child-oriented advertisements are available in almost all stores within a short walking distance from schools, exposing children to an obesogenic environment.

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Section: Discussionmentioning

confidence: 73%

Section: Methodsmentioning

confidence: 99%

Snack food advertising in stores around public schools in Guatemala

Chacón

Letona

Villamor

et al. 2014

Critical Public Health

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“…For instance, Bragg, Yanamalada, Roberto, Harris, and Brownell (2013a) found that from the top 100 endorsing athletes, 24% of their endorsements pertained to food (76% of which were unhealthy) and beverages (93% of which were unhealthy). Bragg et al, (2013b) also found that their sample of athlete or sport endorsed foods and beverages heavily targeted children (34%).…”

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confidence: 96%

The Persuasiveness of Child-Targeted Endorsement Strategies: A Systematic Review

Smits

Vandebosch

Neyens

et al. 2015

Annals of the International Communication Association

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Several European and U.S. reviews have established the link between food marketing and childhood obesity (EU Pledge, 2012; FTC, 2006;Persson, Soroko, Musicus & Lobstein, 2012), which has stimulated researchers to investigate the effects of the most prevalent child-targeted marketing technique: the use of endorsing characters. This systematic review of these studies (15 identified; participants age 3-12 years) focuses on three important questions: (a) Does a basic endorser effect exist?, (b) Is the strength of the endorsement effect influenced by endorser type?, and (c) Does the endorsement strength differ according to the type of food being promoted?Keywords: food, children, marketing, endorsement, characters, persuasion SYSTEMATIC REVIEW OF CHILD-TARGETED FOOD ENDORSEMENT 3The Persuasiveness of Child-Targeted Endorsement Strategies: A Systematic Review It has been argued that advertising aimed at children (up to age 12) is "fundamentally unfair", because children lack an adult-like understanding of an advertisement's selling intent (Rozendaal, Buijzen, and Valkenburg, 2010, p. 86).However, food marketers employ many techniques in their promotions in order to grab children's attention and persuade them. The use of an endorser to promote products is one of the techniques most often used in food marketing to children (Boyland, Harrold, Kirkham & Halford, 2012). Friedman and Friedman (1979) discerned three types of endorsers: the celebrity 1 , the expert, or the typical consumer.Although all three are used to target children, this chapter provides an up-to-date systematic review of available insights into celebrity endorsement effects only, as this technique is particularly widely used to promote mainly unhealthy foods to children via TV, packaging and the Internet (e.g., Elliott, 2008; Boyland et al., 2012;Alvy & Calvert, 2008; Hebden, King & Kelly, 2010).The current review focuses on research conducted with children between the ages of 3 and 12 years because within these age limits there are large differences in children's susceptibility to (endorsement) advertising. As proposed by Rozendaal, Lapierre, Van Reijmersdal and Buijzen (2011), resisting persuasion not only requires conceptual and attitudinal advertising literacy, but also the ability to apply the former during advertising exposure. For children under 7 years old, their conceptual advertising knowledge is not yet fully developed, which makes them particularly 1 As well as famous people (typically in the field of entertainment or sport), this definition can also include fictional characters. These can either be licensed characters, in which case they are known outside of the endorsed product (e.g., a cartoon character known from a movie or series) or branded characters, which are created specifically to promote the brand and/or product (e.g., Tony the Tiger for Kellogg's Frosted Flakes; or Captain Birdseye, also known as Captain Iglo, for Birds Eye or Iglo frozen seafood products). SYSTEMATIC REVIEW OF CHILD-TARGETED FOOD ENDORSEMENT 4vulnerable....

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“…The ten-item codebook was based on a similar tool (17) and addressed the following factors: type of product advertised (e.g. movies, foods/beverages); type of food/beverage (e.g.…”

Section: Methodsmentioning

confidence: 99%

Content analysis of targeted food and beverage advertisements in a Chinese-American neighbourhood

Bragg

Pageot

Hernández-Villarreal

et al. 2017

Public Health Nutr.

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Objectives The current descriptive study aimed to: (i) quantify the number and type of advertisements (ads) located in a Chinese-American neighbourhood in a large, urban city; and (ii) catalogue the targeted marketing themes used in the food/beverage ads. Design Ten pairs of trained research assistants photographed all outdoor ads in a 0.6 mile2 (1.6 km2) area where more than 60.0 % of residents identify as Chinese American. We used content analysis to assess the marketing themes of ads, including references to: Asian cultures; health; various languages; children; food or beverage type (e.g. sugar-sweetened soda). Setting Lower East Side, a neighbourhood located in the borough of Manhattan in New York City, USA. Subjects Ads (n 1366) in the designated neighbourhood. Results Food/beverage ads were the largest ad category (29.7 %, n 407), followed by services (e.g. mobile phone services; 21.0 %, n 288). Sixty-seven per cent (66.9 %) of beverages featured were sugar-sweetened, and 50.8 % of food ads promoted fast food. Fifty-five per cent (54.9 %) of food/beverage ads targeted Asian Americans through language, ethnicity of person(s) in the ad or inclusion of culturally relevant images. Fifty per cent (50.2 %) of ads were associated with local/small brands. Conclusions Food/beverage marketing practices are known to promote unhealthy food and beverage products. Research shows that increased exposure leads to excessive short-term consumption among consumers and influences children’s food preferences and purchase requests. Given the frequency of racially targeted ads for unhealthy products in the current study and increasing rates of obesity-related diseases among Asian Americans, research and policies should address the implications of food and beverage ads on health.

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The use of sports references in marketing of food and beverage products in supermarkets

Cited by 38 publications

References 20 publications

Snack food advertising in stores around public schools in Guatemala

Snack food advertising in stores around public schools in Guatemala

The Persuasiveness of Child-Targeted Endorsement Strategies: A Systematic Review

Content analysis of targeted food and beverage advertisements in a Chinese-American neighbourhood

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