Analysing persuasive marketing of ultra-processed foods on Brazilian television

Marina O. Santana (), Julia S. Guimarães (), Fernanda Helena M. Leite (), Laís A. Mais (), Paula M. Horta (), Ana Paula Bortoletto Martins () and Rafael M. Claro ()
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Marina O. Santana: Federal University of Minas Gerais
Julia S. Guimarães: University of Ottawa
Fernanda Helena M. Leite: University of São Paulo
Laís A. Mais: Brazilian Institute for Consumer Defense (Idec)
Paula M. Horta: Federal University of Minas Gerais
Ana Paula Bortoletto Martins: University of São Paulo
Rafael M. Claro: Federal University of Minas Gerais

International Journal of Public Health, 2020, vol. 65, issue 7, No 10, 1067-1077

Abstract: Abstract Objectives This study investigated the use of persuasive advertising strategies in ultra-processed food (UPF) advertisements broadcast on the three most popular free-to-air television channels in Brazil. Methods The programming of the selected channels was recorded on eight non-consecutive days from April 2018 (6:00 am–12:00 am). Information from each advertising piece was collected through an electronic questionnaire based on the INFORMAS protocol. Food products were classified according to the NOVA classification system. Marketing strategies were investigated in UPF advertisements and stratified into three groups. Principal component analysis was used to identify patterns of strategies. Linear regression models were employed to investigate the association between the patterns and food groups. Results In total, 90.77% of the food-related advertisements contained at least one UPF, and 96% of them included one or more persuasive advertising strategies. Five advertising patterns were identified and associated with the UPF food groups. Conclusions The results showed that food advertising on Brazilian free television is marked by UPF, with the predominant use of persuasive advertising strategies, demonstrating a lack of enforcement of the current regulatory legislation in the country.

Keywords: Food marketing; Advertising; Persuasive communication; Ultra-processed foods; Food choice; INFORMAS (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s00038-020-01456-6

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