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Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective

Author

Listed:
  • Gloria Jiménez-Marín

    (Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain)

  • Rodrigo Elías Zambrano

    (Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain)

  • Araceli Galiano-Coronil

    (Marketing and Communication Department, Faculty of Social Sciences and Communication, University of Cádiz, 11003 Cádiz, Spain)

  • Rafael Ravina-Ripoll

    (Business Organization Department, Faculty of Economics and Business, University of Cádiz, 11003 Cádiz, Spain)

Abstract

Eating Disorders (ED) and obesity are a pandemic in developed and developing societies. In 2018, Spanish Ministry of Health and Consumption reported data on obesity (15%) and ED (12%). Spain thus ranks fifth among European countries in childhood obesity, with the highest incidence in the 6–12-year-age group. Many studies point to media as one of the contributing elements to this growth. In this sense, it should be noted that Spanish children are exposed to an average of 9000 television commercials per year and the vast majority of these are for food and beverage products of little or no nutritional value. Educommunication becomes essential here, since media have the capacity to educate, prevent and influence the behaviour as part of their social marketing strategies and within the happiness management philosophy. The aim of this paper is to analyse food and beverage advertising on mobile devices aimed at children. The methodology used includes a content analysis, a survey, and focus groups. The results show that many of the food products are bought or ordered as a direct result of advertising. The main conclusions point to the need to regulate the messages transmitted in order to guide the social function of media so that public health and happiness can be improved.

Suggested Citation

  • Gloria Jiménez-Marín & Rodrigo Elías Zambrano & Araceli Galiano-Coronil & Rafael Ravina-Ripoll, 2020. "Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective," IJERPH, MDPI, vol. 17(14), pages 1-20, July.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:14:p:5056-:d:384223
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    References listed on IDEAS

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    2. Mireia Montaña Blasco & Mònika Jiménez-Morales, 2020. "Soft Drinks and Sugar-Sweetened Beverages Advertising in Spain: Correlation between Nutritional Values and Advertising Discursive Strategies," IJERPH, MDPI, vol. 17(7), pages 1-12, March.
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    4. Laura Owen & Charlie Lewis & Susan Auty, 2014. "Under the Radar: How Embedded Commercial Messages in TV and the New Media Influence Children Without their Conscious Awareness," Palgrave Macmillan Books, in: Mark Blades & Caroline Oates & Fran Blumberg & Barrie Gunter (ed.), Advertising to Children, chapter 10, pages 178-198, Palgrave Macmillan.
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    Cited by:

    1. Rodrigo Elías Zambrano & Gloria Jiménez-Marín & Araceli Galiano-Coronil & Rafael Ravina-Ripoll, 2021. "Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management," IJERPH, MDPI, vol. 18(7), pages 1-14, March.
    2. Alysa Miller & Omni Cassidy & Tenay Greene & Josh Arshonsky & Stephanie L. Albert & Marie A. Bragg, 2021. "A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television," IJERPH, MDPI, vol. 18(21), pages 1-15, November.

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