Implicit Messages Regarding Unhealthy Foodstuffs in Chinese Television Advertisements: Increasing the Risk of Obesity

Angela Chang, Peter J. Schulz, Tony Schirato and Brian J. Hall
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Angela Chang: Department of Communication, University of Macau, E21, Avenida da Universidade, Taipa, Macau, China
Peter J. Schulz: Institute of Communication and Health, Lugano University, Switzerland, Ex Laboratorio, Office 010 (Level 0), Via Buffi 13, 6904 Lugano, Switzerland
Tony Schirato: Department of Communication, University of Macau, E21, Avenida da Universidade, Taipa, Macau, China
Brian J. Hall: Department of Psychology, University of Macau, E21, Avenida da Universidade, Taipa, Macau, China

IJERPH, 2018, vol. 15, issue 1, 1-15

Abstract: Previous studies indicated that television (TV) advertising is associated with higher rates of obesity. The rate of obesity and overweight continues to rise in mainland China, bringing into question whether TV advertising to young audiences might be partly to blame. This study investigated messaging delivered through TV advertisements regarding healthy and unhealthy foodstuffs. A total of 42 major food brands and 480 advertisements were analysed for content in this study. The results showed that the majority of TV spots advertised products with poor nutritional content and had a potential to mislead audiences concerning products’ actual nutritional value. The tactics of repetition and appeals of premium offerings on food brands have a potential to influence the purchase intentions. Additional qualitative observation involving the social bond, social context and cultural factors pertaining to mood alterations were highlighted. The discussion addressed product attributes reflected by culture and the implicit messages of marketing claims may increase the risk of obesity. Thus, public health policymakers and researchers were encouraged to act urgently to evaluate the obesity risks of unhealthy food advertised in the media and to support healthy foods.

Keywords: big foods; branding strategy; advertising appeals; advertising tactics; obesity; food marketing; global brands (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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