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Soft Drinks and Sugar-Sweetened Beverages Advertising in Spain: Correlation between Nutritional Values and Advertising Discursive Strategies

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  • Mireia Montaña Blasco

    (Faculty of Information and Communication Sciences, Universitat Oberta de Catalunya, 08035 Barcelona, Spain)

  • Mònika Jiménez-Morales

    (Department of Communication, Pompeu Fabra University, 08018 Barcelona, Spain
    UPF Barcelona School of Management, 08008 Barcelona, Spain)

Abstract

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.

Suggested Citation

  • Mireia Montaña Blasco & Mònika Jiménez-Morales, 2020. "Soft Drinks and Sugar-Sweetened Beverages Advertising in Spain: Correlation between Nutritional Values and Advertising Discursive Strategies," IJERPH, MDPI, vol. 17(7), pages 1-12, March.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:7:p:2335-:d:338987
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    References listed on IDEAS

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    2. Gloria Jiménez-Marín & Rodrigo Elías Zambrano & Araceli Galiano-Coronil & Rafael Ravina-Ripoll, 2020. "Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective," IJERPH, MDPI, vol. 17(14), pages 1-20, July.
    3. Regina Ewa Wierzejska, 2022. "The Impact of the Sweetened Beverages Tax on Their Reformulation in Poland—The Analysis of the Composition of Commercially Available Beverages before and after the Introduction of the Tax (2020 vs. 20," IJERPH, MDPI, vol. 19(21), pages 1-8, November.

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