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Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management

Author

Listed:
  • Rodrigo Elías Zambrano

    (Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain)

  • Gloria Jiménez-Marín

    (Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain)

  • Araceli Galiano-Coronil

    (Marketing and Communication Department, Faculty of Social Sciences and Communication and INDESS, University of Cádiz, 11406 Jerez de la Frontera, Spain)

  • Rafael Ravina-Ripoll

    (Business Organization Department and INDESS, Faculty of Economics and Business, University of Cádiz, 11406 Jerez de la Frontera, Spain)

Abstract

The growing number of children who are obese or overweight in certain countries or geographical areas is a fact, as evidenced by the continuous studies and reports on the subject, endorsed or carried out by the World Health Organisation and independent research. In this context, food and beverage advertising can contribute to this. The main objective of this research is to evaluate compliance with the Food and Drink Advertising Code for Children (PAOS Code) in Spain and its relationship with nutritional habits on television, specifically on channels aimed at children. The methodology is therefore mixed: on the one hand, a qualitative technique based on discourse analysis and, on the other, a quantitative technique based on the content analysis of the advertising broadcast for seven consecutive days on three specialised channels and two generalist channels on Spanish television. The results reveal a systematic noncompliance with this code, which translates into inadequate eating habits among children. The immediate conclusion is that 9 out of 10 parts of food and drink advertising do not comply with any of the rules of the PAOS Code and that self-regulation by the advertising companies is negligible and insufficient.

Suggested Citation

  • Rodrigo Elías Zambrano & Gloria Jiménez-Marín & Araceli Galiano-Coronil & Rafael Ravina-Ripoll, 2021. "Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management," IJERPH, MDPI, vol. 18(7), pages 1-14, March.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:7:p:3588-:d:526894
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    References listed on IDEAS

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    1. Estela Núñez-Barriopedro & Rafael Ravina-Ripoll & Eduardo Ahumada-Tello, 2020. "Happiness perception in Spain, a SEM approach to evidence from the sociological research center," Quality & Quantity: International Journal of Methodology, Springer, vol. 54(3), pages 761-779, June.
    2. Andreyeva, Tatiana & Kelly, Inas Rashad & Harris, Jennifer L., 2011. "Exposure to food advertising on television: Associations with children's fast food and soft drink consumption and obesity," Economics & Human Biology, Elsevier, vol. 9(3), pages 221-233, July.
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    4. Miguel Giménez García-Conde & Longinos Marín & Salvador Ruiz De Maya, 2020. "Effective Social Marketing to Improve Parental Intentions Giving More Fruits and Vegetables to Children," Sustainability, MDPI, vol. 12(19), pages 1-13, September.
    5. Laura Owen & Charlie Lewis & Susan Auty, 2014. "Under the Radar: How Embedded Commercial Messages in TV and the New Media Influence Children Without their Conscious Awareness," Palgrave Macmillan Books, in: Mark Blades & Caroline Oates & Fran Blumberg & Barrie Gunter (ed.), Advertising to Children, chapter 10, pages 178-198, Palgrave Macmillan.
    6. 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.
    7. 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.
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