Marketing communication strategies on labels of food products consumed by children
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , , , |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Revista de Saúde Pública |
Texto Completo: | https://www.revistas.usp.br/rsp/article/view/220550 |
Resumo: | OBJECTIVE: Analyze marketing communication strategies (MCS) of labels of food products consumed by children under 5 years of age from the Brazilian National Health System (SUS) in the city of Rio de Janeiro. METHODS: In total, 390 labels of ultra-processed foods and industrialized baby foods were analyzed. The products were organized by similarity into 24 groups. Photographs of labels from each group were analyzed to identify the MCS, which were categorized into “presence of characters and/or celebrities,” “emotional appeal,” “freebies offering,” “health appeal,” “sensory stimulation,” “brand or slogan use,” “promotional price,” “advertisement under advertisement,” and “sustainability appeal.” The percentage frequency of labels according to the number of MCS per label; the total and average frequency of MCS according to the food group; the frequency of MCS type according to the food group; and communication resources by type of MCS were computed. RESULTS: 1 to 19 strategies were found per label and an average of 7.2 MCS per label, totaling 2,792 occurrences. The MCS “sensory stimulation,” “health appeal,” “brand or slogan use,” and “advertisement under advertising” were observed in all food groups. “Freebies offering” and “promotional price” were observed in eight and six food groups, respectively. In food groups of bread; dairy products; and sweets, candies, and goodies, all nine types of MCS included in the study were identified. The groups that presented fewer types of MCS (n=5) were: peanuts, instant noodles, and margarines. Of the total MCS identified on the labels, the most frequent were “sensory stimulation” (29.4%) and “health appeal” (18.2%); and the least frequent were “freebies offering” (0.8%) and “promotional price” (0.4%). The “emotional appeal” strategy presented the highest diversity of communication resources. CONCLUSION: Rigorous regulatory measures are required to protect consumers from massive exposure to MCS on food labels. |
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Marketing communication strategies on labels of food products consumed by childrenEstratégias de comunicação mercadológica em rótulos de alimentos consumidos por criançasSaúde da CriançaRotulagem de AlimentosPublicidade de AlimentosNutrição da CriançaChildren’s HealthFood Labeling Food AdvertisingChild NutritionOBJECTIVE: Analyze marketing communication strategies (MCS) of labels of food products consumed by children under 5 years of age from the Brazilian National Health System (SUS) in the city of Rio de Janeiro. METHODS: In total, 390 labels of ultra-processed foods and industrialized baby foods were analyzed. The products were organized by similarity into 24 groups. Photographs of labels from each group were analyzed to identify the MCS, which were categorized into “presence of characters and/or celebrities,” “emotional appeal,” “freebies offering,” “health appeal,” “sensory stimulation,” “brand or slogan use,” “promotional price,” “advertisement under advertisement,” and “sustainability appeal.” The percentage frequency of labels according to the number of MCS per label; the total and average frequency of MCS according to the food group; the frequency of MCS type according to the food group; and communication resources by type of MCS were computed. RESULTS: 1 to 19 strategies were found per label and an average of 7.2 MCS per label, totaling 2,792 occurrences. The MCS “sensory stimulation,” “health appeal,” “brand or slogan use,” and “advertisement under advertising” were observed in all food groups. “Freebies offering” and “promotional price” were observed in eight and six food groups, respectively. In food groups of bread; dairy products; and sweets, candies, and goodies, all nine types of MCS included in the study were identified. The groups that presented fewer types of MCS (n=5) were: peanuts, instant noodles, and margarines. Of the total MCS identified on the labels, the most frequent were “sensory stimulation” (29.4%) and “health appeal” (18.2%); and the least frequent were “freebies offering” (0.8%) and “promotional price” (0.4%). The “emotional appeal” strategy presented the highest diversity of communication resources. CONCLUSION: Rigorous regulatory measures are required to protect consumers from massive exposure to MCS on food labels.OBJETIVO: Analisar estratégias de comunicação mercadológica (ECM) presentes em rótulos de produtos efetivamente consumidos por crianças menores de 5 anos usuárias do Sistema Único de Saúde na cidade do Rio de Janeiro. MÉTODOS: Foram analisados 390 rótulos de alimentos ultraprocessados e papas infantis industrializadas. Os produtos foram organizados por similaridade em 24 grupos. Realizou-se a análise das fotografias dos rótulos de cada grupo para a identificação das ECM, que foram categorizadas em: “presença de personagens e/ou celebridades”, “apelo emocional”, “oferta de brindes”, “apelo à saúde”, “estímulos aos sentidos”, “uso da marca ou slogan”, “preço promocional”, “propaganda sob propaganda” e “apelo à sustentabilidade”. Foram computadas: frequência percentual de rótulos segundo número de ECM por rótulo; frequência total e média de ECM segundo grupo de alimentos; frequência do tipo de ECM segundo grupo de alimentos; e recursos comunicacionais por tipo de ECM. RESULTADOS: Constataram-se de uma a 19 estratégias por rótulo e média de 7,2 ECM por rótulo, totalizando 2.792 ocorrências. As ECM “estímulo aos sentidos”, “apelo à saúde”, “uso da marca ou slogan” e “propaganda sob propaganda” foram observadas em todos os grupos de alimentos. Já “oferta de brindes” e “preço promocional” apareceram em oito e seis grupos de alimentos, respectivamente. Nos grupos pães, lácteos e doces, balas e guloseimas, foram identificados os nove tipos de ECM incluídos no estudo. Os grupos que apresentaram menos tipos de ECM (n = 5) foram: amendoins, macarrões instantâneos e margarinas. Do total de ECM identificadas nos rótulos, as mais recorrentes foram “estímulo aos sentidos” (29,4%) e “apelo à saúde” (18,2%); e as menos frequentes foram “oferta de brindes” (0,8%) e “preço promocional” (0,4%). A ECM “apelo emocional” apresentou a maior diversidade de recursos comunicacionais. CONCLUSÃO: São necessárias medidas regulatórias rigorosas que protejam o consumidor da massiva exposição às ECM em rótulos de alimentos.Universidade de São Paulo. Faculdade de Saúde Pública2023-11-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdftext/xmlhttps://www.revistas.usp.br/rsp/article/view/22055010.11606/s1518-8787.2023057004614Revista de Saúde Pública; Vol. 57 No. 1 (2023); 92Revista de Saúde Pública; Vol. 57 Núm. 1 (2023); 92Revista de Saúde Pública; v. 57 n. 1 (2023); 921518-87870034-8910reponame:Revista de Saúde Públicainstname:Universidade de São Paulo (USP)instacron:USPporenghttps://www.revistas.usp.br/rsp/article/view/220550/201499https://www.revistas.usp.br/rsp/article/view/220550/201498https://www.revistas.usp.br/rsp/article/view/220550/201497Copyright (c) 2023 Luciana Azevedo Maldonado, Silvia Cristina Farias, Kelly Veloso da Cruz, Bruna Pereira dos Santos, Luciana Maria Cerqueira Castro, Inês Rugani Ribeiro de Castrohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMaldonado, Luciana AzevedoFarias, Silvia CristinaCruz, Kelly Veloso daSantos, Bruna Pereira dosCastro, Luciana Maria CerqueiraCastro, Inês Rugani Ribeiro de2023-12-20T14:22:00Zoai:revistas.usp.br:article/220550Revistahttps://www.revistas.usp.br/rsp/indexONGhttps://www.revistas.usp.br/rsp/oairevsp@org.usp.br||revsp1@usp.br1518-87870034-8910opendoar:2023-12-20T14:22Revista de Saúde Pública - Universidade de São Paulo (USP)false |
dc.title.none.fl_str_mv |
Marketing communication strategies on labels of food products consumed by children Estratégias de comunicação mercadológica em rótulos de alimentos consumidos por crianças |
title |
Marketing communication strategies on labels of food products consumed by children |
spellingShingle |
Marketing communication strategies on labels of food products consumed by children Maldonado, Luciana Azevedo Saúde da Criança Rotulagem de Alimentos Publicidade de Alimentos Nutrição da Criança Children’s Health Food Labeling Food Advertising Child Nutrition |
title_short |
Marketing communication strategies on labels of food products consumed by children |
title_full |
Marketing communication strategies on labels of food products consumed by children |
title_fullStr |
Marketing communication strategies on labels of food products consumed by children |
title_full_unstemmed |
Marketing communication strategies on labels of food products consumed by children |
title_sort |
Marketing communication strategies on labels of food products consumed by children |
author |
Maldonado, Luciana Azevedo |
author_facet |
Maldonado, Luciana Azevedo Farias, Silvia Cristina Cruz, Kelly Veloso da Santos, Bruna Pereira dos Castro, Luciana Maria Cerqueira Castro, Inês Rugani Ribeiro de |
author_role |
author |
author2 |
Farias, Silvia Cristina Cruz, Kelly Veloso da Santos, Bruna Pereira dos Castro, Luciana Maria Cerqueira Castro, Inês Rugani Ribeiro de |
author2_role |
author author author author author |
dc.contributor.author.fl_str_mv |
Maldonado, Luciana Azevedo Farias, Silvia Cristina Cruz, Kelly Veloso da Santos, Bruna Pereira dos Castro, Luciana Maria Cerqueira Castro, Inês Rugani Ribeiro de |
dc.subject.por.fl_str_mv |
Saúde da Criança Rotulagem de Alimentos Publicidade de Alimentos Nutrição da Criança Children’s Health Food Labeling Food Advertising Child Nutrition |
topic |
Saúde da Criança Rotulagem de Alimentos Publicidade de Alimentos Nutrição da Criança Children’s Health Food Labeling Food Advertising Child Nutrition |
description |
OBJECTIVE: Analyze marketing communication strategies (MCS) of labels of food products consumed by children under 5 years of age from the Brazilian National Health System (SUS) in the city of Rio de Janeiro. METHODS: In total, 390 labels of ultra-processed foods and industrialized baby foods were analyzed. The products were organized by similarity into 24 groups. Photographs of labels from each group were analyzed to identify the MCS, which were categorized into “presence of characters and/or celebrities,” “emotional appeal,” “freebies offering,” “health appeal,” “sensory stimulation,” “brand or slogan use,” “promotional price,” “advertisement under advertisement,” and “sustainability appeal.” The percentage frequency of labels according to the number of MCS per label; the total and average frequency of MCS according to the food group; the frequency of MCS type according to the food group; and communication resources by type of MCS were computed. RESULTS: 1 to 19 strategies were found per label and an average of 7.2 MCS per label, totaling 2,792 occurrences. The MCS “sensory stimulation,” “health appeal,” “brand or slogan use,” and “advertisement under advertising” were observed in all food groups. “Freebies offering” and “promotional price” were observed in eight and six food groups, respectively. In food groups of bread; dairy products; and sweets, candies, and goodies, all nine types of MCS included in the study were identified. The groups that presented fewer types of MCS (n=5) were: peanuts, instant noodles, and margarines. Of the total MCS identified on the labels, the most frequent were “sensory stimulation” (29.4%) and “health appeal” (18.2%); and the least frequent were “freebies offering” (0.8%) and “promotional price” (0.4%). The “emotional appeal” strategy presented the highest diversity of communication resources. CONCLUSION: Rigorous regulatory measures are required to protect consumers from massive exposure to MCS on food labels. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-11-22 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistas.usp.br/rsp/article/view/220550 10.11606/s1518-8787.2023057004614 |
url |
https://www.revistas.usp.br/rsp/article/view/220550 |
identifier_str_mv |
10.11606/s1518-8787.2023057004614 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://www.revistas.usp.br/rsp/article/view/220550/201499 https://www.revistas.usp.br/rsp/article/view/220550/201498 https://www.revistas.usp.br/rsp/article/view/220550/201497 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf text/xml |
dc.publisher.none.fl_str_mv |
Universidade de São Paulo. Faculdade de Saúde Pública |
publisher.none.fl_str_mv |
Universidade de São Paulo. Faculdade de Saúde Pública |
dc.source.none.fl_str_mv |
Revista de Saúde Pública; Vol. 57 No. 1 (2023); 92 Revista de Saúde Pública; Vol. 57 Núm. 1 (2023); 92 Revista de Saúde Pública; v. 57 n. 1 (2023); 92 1518-8787 0034-8910 reponame:Revista de Saúde Pública instname:Universidade de São Paulo (USP) instacron:USP |
instname_str |
Universidade de São Paulo (USP) |
instacron_str |
USP |
institution |
USP |
reponame_str |
Revista de Saúde Pública |
collection |
Revista de Saúde Pública |
repository.name.fl_str_mv |
Revista de Saúde Pública - Universidade de São Paulo (USP) |
repository.mail.fl_str_mv |
revsp@org.usp.br||revsp1@usp.br |
_version_ |
1800221804087738368 |