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Publicação
A influência da publicidade/marketing e rotulagem alimentar nas escolhas alimentares dos pais e crianças
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Autores
Resumo(s)
A capacidade de perceção do conteúdo publicitário nos diversos meios de comunicação social é entendida de forma diferente entre as diversas faixas etárias, sendo as crianças, principalmente as de menor idade, capazes de ser influenciadas pelo seu conteúdo e, consequentemente levar à sua aceitação. O objetivo do presente trabalho é caracterizar a exposição à publicidade televisiva das crianças e as suas escolhas alimentares face a essa publicidade, assim como relacionar a utilização da rotulagem nutricional com características sociodemográficas da amostra. Trata-se de um estudo descritivo, transversal, exploratório e analítico com 99 crianças selecionadas, às quais foi aplicado um questionário auto reportado com questões sobre publicidade/marketing e rotulagem. Os dados recolhidos foram analisados segundo o programa estatístico Statistical Package for the Social Sciences (SPPS) versão Windows, para tratamento de dados. Os resultados indicam que apesar da grande maioria das crianças não gostar de ver publicidade nota-se uma associação positiva entre os pedidos de compra das crianças com a publicidade emitida assim como, uma desvalorização da leitura de rótulos, sendo o valor calórico o componente mais referenciado como importante na leitura de um rótulo.
The ability to perceive advertising content in the various media is understood differently among the different age groups, with children, especially the younger ones, being able to be influenced by their content and, consequently, lead to their acceptance. The objective of the present study is to characterize the exposure to children's television advertising and their food choices in relation to this advertising, as well as to relate the use of nutritional labeling with sociodemographic characteristics of the sample. This is a descriptive, cross-sectional, exploratory and analytical study with 99 selected children, to whom a self-reported questionnaire with questions about advertising / marketing and labeling was applied. The collected data were analyzed according to the statistical program Statistical Package for the Social Sciences (SPPS) Windows version, for data processing. The results indicate that although the great majority of children do not like to see publicity, a positive association exists among the children's purchase orders with the publicity issued, as well as a devaluation of the reading of labels, with caloric value being the most referenced component as important in reading a label.
The ability to perceive advertising content in the various media is understood differently among the different age groups, with children, especially the younger ones, being able to be influenced by their content and, consequently, lead to their acceptance. The objective of the present study is to characterize the exposure to children's television advertising and their food choices in relation to this advertising, as well as to relate the use of nutritional labeling with sociodemographic characteristics of the sample. This is a descriptive, cross-sectional, exploratory and analytical study with 99 selected children, to whom a self-reported questionnaire with questions about advertising / marketing and labeling was applied. The collected data were analyzed according to the statistical program Statistical Package for the Social Sciences (SPPS) Windows version, for data processing. The results indicate that although the great majority of children do not like to see publicity, a positive association exists among the children's purchase orders with the publicity issued, as well as a devaluation of the reading of labels, with caloric value being the most referenced component as important in reading a label.
Descrição
Tese de mestrado, Nutrição Clínica, Universidade de Lisboa, Faculdade de Medicina, 2018
Palavras-chave
Marketing alimentar Publicidade alimentar Rotulagem alimentar Teses de mestrado - 2018