Promotional Techniques in Advertisement of Unhealthy Food Product in Children Magazines

Fariba Esmaeil pour, Mitra Shabani Nashtaee
2021 ‫مدیریت بازرگانی  
Objective: Obesity and overweight among children is one of the most important public health issues. The promotion of food and beverage in the media can influence children's food preferences, consumption, and consequently their health status. Although children magazines are regarded as an informative and trusted source for parents and free from advertising charges, they do use covert marketing techniques to deliver food products within the content. The inclusion of non-branded food products in
more » ... e content of media programs affects children's attitudes and perceptions. Most studies have analyzed the content of media such as television, and therefore they disregard the role of magazines in highlighting food products. The aim of this study was to increase the awareness and informed participation of the editorial boards of children's magazines, public health advocates, nutritionists, and the parents about the use of promotional techniques in advertising unhealthy food products in the content of the children's magazines. Methodology: In this study, content analysis method is used with a focus on 5 active children's magazines in Iran over a six-month period. At first, the journals were manually coded by two researchers based on the analysis unit whether each magazine has indicated a reference or display of food options. Accordingly, food options in the magazines were categorized based on the healthiness/unhealthiness and the respective nutritional group. Unhealthy category included nine food groups of chocolate and sweets, snacks, high-sugar ice drinks, fast foods, desserts, high-fat or sweet bread products, high-fat dairy, high-sugar and high-sodium cereals, as well as miscellaneous items. The healthy foods include six groups of carbohydrates, fruits and vegetables, proteins, dairy products, fats, and miscellaneous items. Then, the type of advancement used in the advertisement of unhealthy food products was identified. Findings: The results suggest that Nabat Magazine with 55 cases (38.4%) had the highest rate of adver [...]
doi:10.22059/jibm.2019.285666.3581 doaj:8fd9df776e6844fbaa9134a8725f080a fatcat:cgymaaovz5cnlgutuso7yz4ne4