Análise da publicidade e comunicação mercadológica de alimento na televisão
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UFPB |
Texto Completo: | https://repositorio.ufpb.br/jspui/handle/123456789/18700 |
Resumo: | The objective of this work was to analyze television advertising directed at children and adolescents, based on the Resolution No. 163/2014 of the National Council for the Rights of Children and Adolescents (Conanda). For this purpose, an analysis of TV advertising pieces was carried out in two capitals of the country, Brasília – Distrito Federal and João Pessoa - Paraíba, to observe the agreement with the law. The data were selected by the Food and Nutrition in Different Média Project - (PropagaNUT), linked to the University of Brasília (UnB) and the Federal University of Paraíba (UFPB). To conduct the study, it was necessary to follow a data collection, with the recording of the TV programming five times a week during the period from January to June according to a pre-established schedule. All the pieces were recorded and described in a standardized form developed by the researchers. After the selection of advertising pieces, all the collected information was detailed and the pieces were classified as abusive or not. The multiple logistic regression statistical model was used to support the decision making about abusiveness based on the characteristics of the observed advertisements. The variables that showed significance (p value ≤ 0.05) were: Mascot odds ratio (OR): 7.70; advertising objective OR: 3.45; Focus OR: 3.33; Gender indication OR: 3.27; Buyer person (Who buys) OR: 2.95; Suggests relationship with physical activity/sport OR: 2.55; How the product is exposed in advertising OR: 2.50; Human characters OR: 2.15; Jingle OR: 2,14; Audience (Who consume the product) OR: 2.13. It was also verified that in João Pessoa the amount of food advertising transmitted is much higher than in Brasília. Considering the importance of marketing communication to influence the population's consumption, as well as their food behavior and food consumption that can interfere in health, it is important to create analytical strategies that allow healthcare and communication professionals, as well as organized civil society to assist in regulatory mechanisms that affect the delivery of misleading and/or abusive advertising, practices that are already prohibited under the Brazilian legislation. |
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Análise da publicidade e comunicação mercadológica de alimento na televisãoPublicidadeAlimentosTelevisãoConsumoRegulamentaçãoAdvertisingFoodTelevisionConsumptionRegulationCNPQ::CIENCIAS DA SAUDE::SAUDE COLETIVAThe objective of this work was to analyze television advertising directed at children and adolescents, based on the Resolution No. 163/2014 of the National Council for the Rights of Children and Adolescents (Conanda). For this purpose, an analysis of TV advertising pieces was carried out in two capitals of the country, Brasília – Distrito Federal and João Pessoa - Paraíba, to observe the agreement with the law. The data were selected by the Food and Nutrition in Different Média Project - (PropagaNUT), linked to the University of Brasília (UnB) and the Federal University of Paraíba (UFPB). To conduct the study, it was necessary to follow a data collection, with the recording of the TV programming five times a week during the period from January to June according to a pre-established schedule. All the pieces were recorded and described in a standardized form developed by the researchers. After the selection of advertising pieces, all the collected information was detailed and the pieces were classified as abusive or not. The multiple logistic regression statistical model was used to support the decision making about abusiveness based on the characteristics of the observed advertisements. The variables that showed significance (p value ≤ 0.05) were: Mascot odds ratio (OR): 7.70; advertising objective OR: 3.45; Focus OR: 3.33; Gender indication OR: 3.27; Buyer person (Who buys) OR: 2.95; Suggests relationship with physical activity/sport OR: 2.55; How the product is exposed in advertising OR: 2.50; Human characters OR: 2.15; Jingle OR: 2,14; Audience (Who consume the product) OR: 2.13. It was also verified that in João Pessoa the amount of food advertising transmitted is much higher than in Brasília. Considering the importance of marketing communication to influence the population's consumption, as well as their food behavior and food consumption that can interfere in health, it is important to create analytical strategies that allow healthcare and communication professionals, as well as organized civil society to assist in regulatory mechanisms that affect the delivery of misleading and/or abusive advertising, practices that are already prohibited under the Brazilian legislation.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESO presente trabalho objetiva analisar as publicidades televisivas dirigidas à criança e ao adolescente, tendo como base a Resolução nº 163/2014 do Conselho Nacional dos Direitos da Criança e do Adolescente (Conanda). Para tanto, foi realizada uma análise de peças publicitárias televisivas em duas capitais do país, Brasília – Distrito Federal e João Pessoa, Paraíba, para observar a adequação de acordo com a Lei. Os dados foram fornecidos pelo Projeto Alimentação e Nutrição nas Diferentes Mídias – (PropagaNUT), vinculado à Universidade de Brasília (UnB) e pela Universidade Federal da Paraíba (UFPB). Para realizar o estudo, foi necessário seguir um percurso metodológico de coleta, com a gravação de programação televisiva de canas abertos, cinco vezes na semana durante o período de janeiro a junho de 2019, de acordo com um esquema de horário pré-estabelecido. Todas as peças foram gravadas e descritas em um formulário padrão elaborado pelos pesquisadores. Depois da escolha das peças publicitárias, foi feito um detalhamento de todas as informações coletadas e as peças foram classificadas em abusivas ou não. O modelo estatístico de regressão logística múltipla foi utilizado para subsidiar a tomada de decisão de abusividade a partir das características das publicidades observadas. As variáveis que apresentaram significância (valor de p ≤ 0,05) foram: Mascote - razão de chance (RC): 7,70; Objetivo da publicidade - RC: 3,45; Foco RC: 3,33; Indicação de Gênero RC: 3,27; Buyer persona (Quem compra) RC: 2,95; Sugere relação com atividade física/esporte RC: 2,55; Como o produto é exposto na publicidade RC: 2,50; Personagens humanos RC: 2,15; Jingle RC: 2,14; Público (Quem consome o produto) RC: 2,13. Foi verificado também que em João Pessoa a quantidade de publicidades alimentícias veiculadas é bastante superior à Brasília. Considerando a importância da comunicação mercadológica para influenciar o consumo da população, como também seu comportamento e hábito alimentar que podem interferir na saúde, é importante construir estratégias analíticas que possibilitem aos profissionais da saúde, da comunicação, bem como a sociedade civil organizada participar e auxiliar nos mecanismos regulatórios que impeçam a veiculação de publicidades enganosas e/ou abusivas, práticas estas que já são proibidas de acordo com a Legislação brasileira.Universidade Federal da ParaíbaBrasilCiências Exatas e da SaúdePrograma de Pós-Graduação em Modelos de Decisão e SaúdeUFPBSantos, Jozemar Pereira doshttp://lattes.cnpq.br/6526050617910624Vianna, Rodrigo Pinheiro de Toledohttp://lattes.cnpq.br/3915051035089861Melo, Ingrid Rafaella dos Santos2020-12-13T15:08:45Z2021-02-202020-12-13T15:08:45Z2020-02-20info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttps://repositorio.ufpb.br/jspui/handle/123456789/18700porhttp://creativecommons.org/licenses/by-nd/3.0/br/info:eu-repo/semantics/embargoedAccessreponame:Biblioteca Digital de Teses e Dissertações da UFPBinstname:Universidade Federal da Paraíba (UFPB)instacron:UFPB2021-09-02T23:40:16Zoai:repositorio.ufpb.br:123456789/18700Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufpb.br/PUBhttp://tede.biblioteca.ufpb.br:8080/oai/requestdiretoria@ufpb.br|| diretoria@ufpb.bropendoar:2021-09-02T23:40:16Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)false |
dc.title.none.fl_str_mv |
Análise da publicidade e comunicação mercadológica de alimento na televisão |
title |
Análise da publicidade e comunicação mercadológica de alimento na televisão |
spellingShingle |
Análise da publicidade e comunicação mercadológica de alimento na televisão Melo, Ingrid Rafaella dos Santos Publicidade Alimentos Televisão Consumo Regulamentação Advertising Food Television Consumption Regulation CNPQ::CIENCIAS DA SAUDE::SAUDE COLETIVA |
title_short |
Análise da publicidade e comunicação mercadológica de alimento na televisão |
title_full |
Análise da publicidade e comunicação mercadológica de alimento na televisão |
title_fullStr |
Análise da publicidade e comunicação mercadológica de alimento na televisão |
title_full_unstemmed |
Análise da publicidade e comunicação mercadológica de alimento na televisão |
title_sort |
Análise da publicidade e comunicação mercadológica de alimento na televisão |
author |
Melo, Ingrid Rafaella dos Santos |
author_facet |
Melo, Ingrid Rafaella dos Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Santos, Jozemar Pereira dos http://lattes.cnpq.br/6526050617910624 Vianna, Rodrigo Pinheiro de Toledo http://lattes.cnpq.br/3915051035089861 |
dc.contributor.author.fl_str_mv |
Melo, Ingrid Rafaella dos Santos |
dc.subject.por.fl_str_mv |
Publicidade Alimentos Televisão Consumo Regulamentação Advertising Food Television Consumption Regulation CNPQ::CIENCIAS DA SAUDE::SAUDE COLETIVA |
topic |
Publicidade Alimentos Televisão Consumo Regulamentação Advertising Food Television Consumption Regulation CNPQ::CIENCIAS DA SAUDE::SAUDE COLETIVA |
description |
The objective of this work was to analyze television advertising directed at children and adolescents, based on the Resolution No. 163/2014 of the National Council for the Rights of Children and Adolescents (Conanda). For this purpose, an analysis of TV advertising pieces was carried out in two capitals of the country, Brasília – Distrito Federal and João Pessoa - Paraíba, to observe the agreement with the law. The data were selected by the Food and Nutrition in Different Média Project - (PropagaNUT), linked to the University of Brasília (UnB) and the Federal University of Paraíba (UFPB). To conduct the study, it was necessary to follow a data collection, with the recording of the TV programming five times a week during the period from January to June according to a pre-established schedule. All the pieces were recorded and described in a standardized form developed by the researchers. After the selection of advertising pieces, all the collected information was detailed and the pieces were classified as abusive or not. The multiple logistic regression statistical model was used to support the decision making about abusiveness based on the characteristics of the observed advertisements. The variables that showed significance (p value ≤ 0.05) were: Mascot odds ratio (OR): 7.70; advertising objective OR: 3.45; Focus OR: 3.33; Gender indication OR: 3.27; Buyer person (Who buys) OR: 2.95; Suggests relationship with physical activity/sport OR: 2.55; How the product is exposed in advertising OR: 2.50; Human characters OR: 2.15; Jingle OR: 2,14; Audience (Who consume the product) OR: 2.13. It was also verified that in João Pessoa the amount of food advertising transmitted is much higher than in Brasília. Considering the importance of marketing communication to influence the population's consumption, as well as their food behavior and food consumption that can interfere in health, it is important to create analytical strategies that allow healthcare and communication professionals, as well as organized civil society to assist in regulatory mechanisms that affect the delivery of misleading and/or abusive advertising, practices that are already prohibited under the Brazilian legislation. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-12-13T15:08:45Z 2020-12-13T15:08:45Z 2020-02-20 2021-02-20 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://repositorio.ufpb.br/jspui/handle/123456789/18700 |
url |
https://repositorio.ufpb.br/jspui/handle/123456789/18700 |
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por |
language |
por |
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http://creativecommons.org/licenses/by-nd/3.0/br/ info:eu-repo/semantics/embargoedAccess |
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http://creativecommons.org/licenses/by-nd/3.0/br/ |
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embargoedAccess |
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Universidade Federal da Paraíba Brasil Ciências Exatas e da Saúde Programa de Pós-Graduação em Modelos de Decisão e Saúde UFPB |
publisher.none.fl_str_mv |
Universidade Federal da Paraíba Brasil Ciências Exatas e da Saúde Programa de Pós-Graduação em Modelos de Decisão e Saúde UFPB |
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reponame:Biblioteca Digital de Teses e Dissertações da UFPB instname:Universidade Federal da Paraíba (UFPB) instacron:UFPB |
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Universidade Federal da Paraíba (UFPB) |
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UFPB |
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Biblioteca Digital de Teses e Dissertações da UFPB |
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Biblioteca Digital de Teses e Dissertações da UFPB |
repository.name.fl_str_mv |
Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB) |
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diretoria@ufpb.br|| diretoria@ufpb.br |
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