Please use this identifier to cite or link to this item:
Title: Estrategias discursivas en la publicidad audiovisual de productos de bajo valor nutricional dirigidos al público infantil: felices, valientes y obesos
Other Titles: Discursive Strategies in Child-Directed Audiovisual Advertising of Low Nutritional Value Products: Happiness, Courage and Obesity
Author: Jimenez-Morales, Monika  
Montaña Blasco, Mireia  
Vàzquez, Mercè  
Others: Universitat Oberta de Catalunya (UOC)
Universitat Pompeu Fabra
Citation: Jimenez Morales, Monika, Montaña Blasco, M. & Vàzquez, M. (2019). Estrategias discursivas en la publicidad audiovisual de productos de bajo valor nutricional dirigidos al público infantil: felices, valientes y obesos. Palabra Clave: revista de comunicación, 22(3), 1-30. doi: 10.5294/pacla.2019.22.3.10
Abstract: Spanish children see an average of 9,000 advertising campaigns on television per year, mostly for low nutritional value foods. Given childhood obesity rates, the close relationship between advertising targeting this group and consumption of this type of food, Spain passed the Child-Directed Food Advertising Self-Regulation (PAOS) Code in 2005. This article intends to analyze the discursive strategies used in low nutritional value food campaigns in relation to the contents of the PAOS Code. It uses a mixed method that integrates quantitative techniques to analyze audiences and qualitative ones to study the advertising discourse. Research concludes that, unlike other types of foods, low nutritional value product advertising focuses its discursive strategy on words and semantic fields linked to happiness, action, fun, etc. Conclusions also point to the need to review the contents of the PAOS Code and further involve the Spanish food industry, agencies, and advertisers so that advertising content self-regulation becomes truly effective. The original contribution of this article lies in the theoretical and empirical inputs that take childhood obesity in Spain as a starting point and interrelate it with discursive strategies employed in low nutritional value product advertising aimed at minors and the existing regulatory framework.
Keywords: Advertising
Food products
Food industry
Childhood overweight
DOI: 10.5294/pacla.2019.22.3.10
Document type: info:eu-repo/semantics/article
Version: info:eu-repo/semantics/publishedVersion
Issue Date: 25-Jun-2019
Publication license:  
Appears in Collections:Articles
Articles cientÍfics

Files in This Item:
File Description SizeFormat 
publicidad_publico_infantil.pdf201,08 kBAdobe PDFThumbnail
View statistics

Items in repository are protected by copyright, with all rights reserved, unless otherwise indicated.