«Ma tu non hai fame?».La Piramide Alimentare negli spot televisivi

Claudio Riva and Marta Zanconato

Micro & Macro Marketing, 2012, issue 3, 479-498

Abstract: In a sociological frame, tethering media studies and studies concerningconsumption and lifestyles, this essay discusses results reached froman innovative research executed on 2.579 food advertisements transmittedby the main Italian television channel during two weeks of appropriatelyselected broadcastings. Categories provided by the Italian FoodPyramid were used to compare the principles of a healthy and balanceddiet proposed by the Ministry of Health, to that promoted as «nutritional» by the television broadcaster. Based on food advertisements, thisessay focuses on the different emphasis awarded on the one hand tothe essential categories for a healthy, balanced and nutritious diet, andon the other hand, to «pleasure foods», rich in fats and sugars.Finally, there is a close examination of the content broadcast during the socalled «protected time slot» (4 pm-7 pm), during which time broadcastersare expected to televise appropriate content for underage viewers.Underpinning this research is the basic question: how should wefeed ourselves if we trust the diet proposed by television?

Keywords: food advertising; television; nutrition; food pyramid; consumer behaviour. (search for similar items in EconPapers)
Date: 2012
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