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Publicação
Influência da publicidade alimentar televisiva na escolha alimentar das crianças
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Orientador(es)
Resumo(s)
A evidência científica tem demonstrado que a publicidade alimentar dirigida a crianças tem um impacto considerável e crescente no comportamento alimentar das crianças e contribui de forma significativa para a obesidade infantil e para o desenvolvimento de doenças crónicas.
Este estudo teve como objetivo avaliar a influência da publicidade alimentar televisiva na escolha alimentar das crianças.
A duração média diária da publicidade alimentar televisiva dirigida a crianças, representa 7,2% da duração média acumulada diária da publicidade alimentar televisiva total e de acordo com as iniciativas EU Pledge e WHO/Europe apenas 3 dos produtos alimentares publicitados são considerados saudáveis.
A maior parte das crianças em estudo (73,1%, n=106), gostam de ver publicidade alimentar televisiva e (90,0%, n=132) costumam pedir aos Encarregados de Educação para comprarem os produtos alimentares publicitados, das quais (95,0%, n=136) conseguem que os Encarregados de Educação “cedam” aos seus pedidos de compra, o que indica que a publicidade afeta as escolhas alimentares das crianças, a ponto de solicitarem a compra do produto alimentar publicitado. O facto de o alimento ser saboroso foi o fator mais referido pelas crianças (56,0%, n=94), para justificar o pedido de compra.
Verificou-se que exposição das crianças à publicidade alimentar televisiva preocupa os Encarregados de Educação (82,0%, n=120), em especial se a publicidade for relacionada com produtos alimentares não saudáveis (93,5%, n=137), no entanto, acabam por comprar esses mesmos produtos.
Verificou-se que 45,9% das crianças em estudo apresentam excesso de peso (26,0%, n=38), ou obesidade (19,9%, n=29) e foi possível verificar a existência de relação entre o tempo de exposição à publicidade alimentar televisiva e o estado nutricional das crianças relativamente ao ‘Happy Meal McDonald’s®, sendo este o produto alimentar que as crianças mais pediram. Os resultados são suportados pela evidência científica, a qual indica que o pedido da criança aumenta, quando um produto está associado a uma mascote ou a um prémio.
Scientific evidence shown that food advertising impacts upon children´s eating behavior is sizeable and growing and also a significant contributor to childhood obesity and development of chronic diseases. The aim of this study was to explore the influence of television food advertising in children's choices. The daily average amount of television food advertising directed to children, represent 7.2% of the daily cumulative average duration of the total television food advertising. According to the EU Pledge and WHO/Europe initiatives, only 3 of the advertised foods of this study are considered healthy. Most children in the study (73.1%, n=106) like to watch television food advertising and (90.0%, n=132) usually ask parents/guardians to buy the advertised food products. 95.0% (n=136) of the children get the parents/guardians "giving in" to their purchase requests, which indicates that the advertising affects children food choices, at point to request the purchase of advertised food products. The fact that the food is tasty, was the most reported factor by Children (56.0%, n=94), to justify their requests. It was acknowledge that exposure of children to television food advertising worries the parents/guardians (82.0%, n=120), especially if the advertising is related to unhealthy food (93.5%, n=137), however, they end up buying those products. It was found that 45.9% of the children in this study has overweight (26.0%, n=38) or obese (19.9%, n=29), and it was possible to acknowledge the existence of a relationship between the time of exposure to television food advertising and the nutritional status of children in relation to ‘Happy Meal McDonald’s®’, which is the food product most requested by children. The results are supported by scientific evidence, which indicates that the request of the child increases when a product is associated with a mascot or a premium.
Scientific evidence shown that food advertising impacts upon children´s eating behavior is sizeable and growing and also a significant contributor to childhood obesity and development of chronic diseases. The aim of this study was to explore the influence of television food advertising in children's choices. The daily average amount of television food advertising directed to children, represent 7.2% of the daily cumulative average duration of the total television food advertising. According to the EU Pledge and WHO/Europe initiatives, only 3 of the advertised foods of this study are considered healthy. Most children in the study (73.1%, n=106) like to watch television food advertising and (90.0%, n=132) usually ask parents/guardians to buy the advertised food products. 95.0% (n=136) of the children get the parents/guardians "giving in" to their purchase requests, which indicates that the advertising affects children food choices, at point to request the purchase of advertised food products. The fact that the food is tasty, was the most reported factor by Children (56.0%, n=94), to justify their requests. It was acknowledge that exposure of children to television food advertising worries the parents/guardians (82.0%, n=120), especially if the advertising is related to unhealthy food (93.5%, n=137), however, they end up buying those products. It was found that 45.9% of the children in this study has overweight (26.0%, n=38) or obese (19.9%, n=29), and it was possible to acknowledge the existence of a relationship between the time of exposure to television food advertising and the nutritional status of children in relation to ‘Happy Meal McDonald’s®’, which is the food product most requested by children. The results are supported by scientific evidence, which indicates that the request of the child increases when a product is associated with a mascot or a premium.
Descrição
Tese de mestrado, Nutrição Clínica, Universidade de Lisboa, Faculdade de Medicina, 2017
Palavras-chave
Publicidade alimentar Televisão Crianças Escolhas/Preferências alimentares Obesidade infantil Teses de mestrado - 2017