Bibliographic Details
| Title: |
Mensajes persuasivos en redes sociales de la industria de alimentos y bebidas no saludables. |
| Alternate Title: |
Persuasive messages in social networks from unhealthy food and beverage industry. |
| Authors: |
García, Abad1, Valero-Morales, Isabel1, Valbuena-Gregorio, Edith2, Javier Olivas-Aguirre, Francisco3, Tolentino-Mayo, Lizbeth1, Barquera, Simón1, Nieto, Claudia1 claudia.nieto@insp.mx |
| Source: |
Salud Pública de México. jul/ago2023, Vol. 65 Issue 4, p377-386. 10p. |
| Subjects: |
GOOGLE Inc., ADOLESCENCE, CONSUMER behavior, FOOD advertising, DIRECT mail advertising, SOCIAL media |
| Geographic Terms: |
MEXICO |
| Abstract (English): |
Objective. To identify the persuasive messages used by the unhealthy food and beverage industry in the most visited social media by Mexican children and adolescents and to determine the age group they were aimed at. Materials and methods. 892 posts from the 20 most consumed unhealthy food and beverage products and brands in Mexico were analyzed, published on the official accounts of these products and brands on YouTube, Facebook, and Instagram. The primary message was determined and classified as emotional or rational, and the target audience: children, adolescents, or both. Results. On Facebook, the proportion of ads with emotional messages (50.7%) and rational messages (49.3%) was similar. On YouTube, there was a higher proportion of rational messages (60.2%). There were 2.9 more chances for an emotional persuasive message to be aimed at children or teenagers in comparison to messages that do not have directed advertising. Conclusion. The nature of the persuasive messages analyzed depends on the social network in which they were presented. It is important to regulate the advertising of unhealthy foods and beverages on social networks that seeks to influence the behavior and purchasing decisions of children and adolescents. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): |
Objetivo. Identificar los mensajes persuasivos usados por la industria de alimentos y bebidas no saludables en las redes sociales más visitadas por niñas, niños y adolescentes mexicanos y determinar a qué grupo de edad estaban dirigidos. Material y métodos. Se analizaron 892 anuncios de los 20 productos y marcas de alimentos y bebidas no saludables más consumidas en México publicados en las cuentas oficiales de dichos productos y marcas en YouTube, Facebook e Instagram. Se determinó el mensaje primario y el público objetivo (niños, adolescentes o ambos) y se clasificó como emocional o racional. Resultados. En Facebook, la proporción de anuncios con mensajes emocionales (50.7%) y mensajes racionales (49.3%) fue similar. En YouTube hubo mayor proporción de mensajes racionales (60.2%). Se encontraron 2.9 más posibilidades de que un mensaje persuasivo emocional se dirija a niños o adolescentes en comparación con mensajes que no tienen publicidad dirigida. Conclusión. La naturaleza de los mensajes persuasivos analizados depende de la red social en la que se presentaron. La industria alimentaria dirige sus mensajes a niños o adolescentes, razón por la que es importante regular la publicidad de alimentos y bebidas no saludables en redes sociales que busca influir en el comportamiento y las decisiones de compra de niñas, niños y adolescentes. [ABSTRACT FROM AUTHOR] |
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| Database: |
MedicLatina |
