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Instituto Nacional de Salud Pública

2023, Number 4

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salud publica mex 2023; 65 (4)

Persuasive messages in social networks from unhealthy food and beverage industry

García A, Valero-Morales I, Valbuena-Gregorio E, Olivas-Aguirre FJ, Tolentino-Mayo L, Barquera S, Nieto C

Language: Spanish
References: 46
Page: 377-386
PDF size: 345.75 Kb.


ABSTRACT

Objective. To identify the persuasive messages used by the unhealthy food and beverage industry in the most visited social media by Mexican children and adolescents and to determine the age group they were aimed at. Materials and methods. 892 posts from the 20 most consumed unhealthy food and beverage products and brands in Mexico were analyzed, published on the official accounts of these products and brands on YouTube, Facebook, and Instagram. The primary message was determined and classified as emotional or rational, and the target audience: children, adolescents, or both. Results. On Facebook, the proportion of ads with emotional messages (50.7%) and rational messages (49.3%) was similar. On YouTube, there was a higher proportion of rational messages (60.2%). There were 2.9 more chances for an emotional persuasive message to be aimed at children or teenagers in comparison to messages that do not have directed advertising. Conclusion. The nature of the persuasive messages analyzed depends on the social network in which they were presented. It is important to regulate the advertising of unhealthy foods and beverages on social networks that seeks to influence the behavior and purchasing decisions of children and adolescents.


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