Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective

Gloria Jiménez-Marín, Rodrigo Elías Zambrano, Araceli Galiano-Coronil and Rafael Ravina-Ripoll
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Gloria Jiménez-Marín: Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain
Rodrigo Elías Zambrano: Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain
Araceli Galiano-Coronil: Marketing and Communication Department, Faculty of Social Sciences and Communication, University of Cádiz, 11003 Cádiz, Spain
Rafael Ravina-Ripoll: Business Organization Department, Faculty of Economics and Business, University of Cádiz, 11003 Cádiz, Spain

IJERPH, 2020, vol. 17, issue 14, 1-20

Abstract: Eating Disorders (ED) and obesity are a pandemic in developed and developing societies. In 2018, Spanish Ministry of Health and Consumption reported data on obesity (15%) and ED (12%). Spain thus ranks fifth among European countries in childhood obesity, with the highest incidence in the 6–12-year-age group. Many studies point to media as one of the contributing elements to this growth. In this sense, it should be noted that Spanish children are exposed to an average of 9000 television commercials per year and the vast majority of these are for food and beverage products of little or no nutritional value. Educommunication becomes essential here, since media have the capacity to educate, prevent and influence the behaviour as part of their social marketing strategies and within the happiness management philosophy. The aim of this paper is to analyse food and beverage advertising on mobile devices aimed at children. The methodology used includes a content analysis, a survey, and focus groups. The results show that many of the food products are bought or ordered as a direct result of advertising. The main conclusions point to the need to regulate the messages transmitted in order to guide the social function of media so that public health and happiness can be improved.

Keywords: advertising; children; educommunication; food; happiness management; health; mobile devices; social marketing (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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