摘要
目的了解北京市儿童青少年电视广告中含糖饮料的暴露程度及营销策略,为减少儿童对含糖饮料的摄入提供依据。方法单纯随机抽取2020年10月19日至2021年11月16日期间的32 d,以3~18岁儿童青少年最喜欢的4个电视频道为研究频道,监测6:00:00—23:59:59的广告投放情况。研究共计监测2304 h,纳入在节目前后或期间播放的涉及含糖饮料的广告,分析含糖饮料广告的频率及营销策略使用情况。结果共纳入1237条含糖饮料广告,其中含乳饮料、茶类饮料、植物蛋白饮料分别占50.93%,28.38%和19.48%。含糖饮料广告每个频道的平均暴露频率为(0.62±1.29)个/h。地方频道[每频道(1.04±1.35)个/h]、儿童频道[每频道(1.11±1.61)个/h]播放含糖饮料广告的频率较央视频道[每频道(0.48±1.24)个/h]、非儿童专属频道[每频道(0.12±0.48)个/h]高(t值分别为-14.05,31.64,P值均<0.01)。含糖饮料广告暴露频率存在季节差异,且集中于午餐、晚餐时间播放。含糖饮料广告最常用的营销策略是“儿童形象”(74.54%)、“营养信息”(61.76%)、“产品成分细节”(58.61%)、“营养成分声称”(57.24%)及“营养成分功能声称或其他功能声称”(53.11%)。结论儿童青少年在儿童频道及就餐时段常暴露于含糖饮料广告,亟需制定相关政策监管含糖饮料的营销,以减少儿童对含糖饮料的摄入。
Objective To investigate the exposure to television advertising of sugar sweetened beverages and the use of persuasive marketing techniques among children and adolescents in Beijing,so as to provide evidence for reduing children's intake of sugar sweetened beverages.Methods From October 19,2020 to November 16,2021,32 days were randomly selected.The top four popular channels of children and adolescents aged 3-18 years were defined.Each channel was monitored from 6:00:00 to 23:59:59 for each date.A total of 2304 h was recorded.Advertisements involving sugar sweetened beverages broadcast before,during or after the program were included.The frequency and the use of persuasive marketing techniques were analyzed.Results A total of 1237 advertisements for sugar sweetened beverages were included,of which 50.93%were dairy beverages,28.38%were tea-based beverages,and 19.48%were vegetable protein beverages.The average frequency of sugar sweetened beverages advertisements on every channel was(0.62±1.29)piece/h.The frequency of sugar sweetened beverages advertisements on every local channel[(1.04±1.35)piece/h]and children's channel[(1.11±1.61)piece/h]was separately higher than every national channel[(0.48±1.24)piece/h]and general channel[(0.12±0.48)piece/h](t=-14.05,31.64,P<0.01).There were seasonal differences in television advertising of sugar sweetened beverages,and were more frequent during lunch and dinner times.The most frequently used persuasive marketing techniques were"images of children"(74.54%),"nutritional message"(61.76%),"product composition details"(58.61%),"nutrition claim"(57.24%),and"nutrition function claim or other function claim"(53.11%).Conclusions Children and adolescents are often exposed to television advertisement of sugar sweetened beverages on children's channels and during meal times.There is an urgent need to formulate relevant policies to regulate the marketing of sugar sweetened beverages advertisement and reduce children and adolescent's intake.
作者
崔佳
雷南
唐玉香
叶丽红
梁开鹏
相林
张娟
CUI Jia;LEI Nan;TANG Yuxiang;YE Lihong;LIANG Kaipeng;XIANG Lin;ZHANG Juan(School of Population Medicine and Public Health,Chinese Academy of Medical Science and Peking Union Medical College,Beijing(100730),China;不详)
出处
《中国学校卫生》
CAS
北大核心
2024年第5期654-658,共5页
Chinese Journal of School Health
基金
加拿大国际发展研究中心项目(2020P096GW012)
北京协和医院慢性病群医学基地建设项目(WH10022022010)。
关键词
广告
碳水化合物
饮料
儿童
青少年
Advertisements
Carbohydrates
Beverages
Child
Adolescent
