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Breakfast Food Advertising and Prevention of Obesity: Analysis of the Nutritional Value of the Products and Discursive Strategies Used in the Breakfast Ads from 2015 to 2019

Authors
  • Montaña Blasco, Mireia1
  • Jiménez-Morales, Mònika
  • 1 Faculty of Information and Communication Sciences, Universitat Oberta de Catalunya, 08035 Barcelona, Spain
Type
Published Article
Journal
Nutrients
Publisher
MDPI AG
Publication Date
Jan 14, 2021
Volume
13
Issue
1
Identifiers
DOI: 10.3390/nu13010231
PMID: 33466913
PMCID: PMC7829829
Source
PubMed Central
Keywords
Disciplines
  • Article
License
Green

Abstract

Breakfast is widely considered the most important meal of the day. Despite this, the consumption of ready to eat industrial products with low nutritional value is increasing. This study correlated longitudinally the nutritional value of breakfast products with advertising discursive strategies. The research design applied quantitative analysis to compile all media advertising data from 2015 to 2019, qualitative analysis of the content, and a study of the adverts’ discourse. Moreover, a Nutri-score analysis was used to determine the products’ nutritional value. Results indicated that breakfast products advertised in Spain presented a low or very low nutritional value. In addition, they showed that the lower the nutritional value of the product, the greater the proportion of positive emotions or moods that emerge from the discourse used in the advertisement. To establish effective policies for the prevention of obesity, greater involvement of the government, and better self-regulation mechanisms for the food industry, communication agencies, and advertisers are needed. In this sense, the hedonistic language used in advertisements for unhealthy food must treated as a priority. This measure would have the aim not only of protecting minors from ads for unhealthy food that are broadcast during breakfast time but would also generate healthy eating patterns within the family.

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