文章基本信息

标题：La publicidad televisiva dirigida a menores en España: seguimiento del código PAOS
本地全文：下载
作者：David Ramírez Ponce ; María Cruz López de Ayala
期刊名称：Fonseca : Journal of Communication
电子版ISSN：2172-9077
出版年度：2019
期号：19
页码：205-222
DOI：10.14201/fjc201919205222
出版社：Universidad de Salamanca
摘要：In a context of concern about the high prevalence of obesity among Spanish children, the debate on television advertising of food and drink products to children becomes more important. Although there are other factors that influence childhood obesity, there is evidence that commercial have a great impact on the eating habits of children. Through a content analysis, the objective of this research is to analyze and assess the PAOS Code’s effectiveness in 2018 as an instrument to improve commercial quality and promote eating habits and healthy lifestyles. This study concludes: the high exposure of children under the age of twelve to commercial of food and beverages, especially in children’s channels; the presence of unhealthy commercial in the reinforced protection time slot is rising regarding 2012; food and drink commercials use selling argument supporting more in the incentive than in the food. Finally, the overall conclusion is that the quality of this type of commercial messages has improved over the last six years..
关键词：food and drinks advertising;minors;television;self;regulation;content analysis;Publicidad de alimentos y bebidas;menores;televisión;autorregulación;análisis de contenido