Exploring textual–visual strategies in internet-based light food advertising: a study of Taobao advertisements in China

Amidst global health concerns such as COVID-19 and rising obesity rates, the connection between food choices, societal well-being, and cultural shifts has gained attention. In China, the rise of “light food” consumption on platforms like Taobao reflects a growing trend towards health-conscious dietary preferences. With a dataset comprising 633 images and 45,817 words, condensed into 50 images for analysis, this research aims to understand how these advertisements influence perceptions of healthiness and desirability, and whether there is a discrepancy between advertised health benefits and actual nutritional content. This study delves into the advertising strategies employed for light food products on the Taobao platform in China, utilizing a Textual–Visual Thematic Analysis (TVTA) framework. Noteworthy findings include: (1) Internet-based light food advertising adopts a dual textual and visual approach. (2) Identification of prevalent multimodal devices, such as medium shots, varied camera angles, vibrant colors, and large size. (3) Uncovering inconsistencies in presentation that may pose potential consumer misperceptions. These discoveries underscore the nuanced landscape of light food advertising, offering valuable insights for both academia and industry.