{"id":15042,"date":"2023-09-05T08:07:33","date_gmt":"2023-09-05T12:07:33","guid":{"rendered":"https:\/\/www.globalfoodresearchprogram.org\/?p=15042"},"modified":"2025-01-20T16:50:00","modified_gmt":"2025-01-20T21:50:00","slug":"food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv","status":"publish","type":"post","link":"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/","title":{"rendered":"Food ads reach children using emotional and rational appeals on Colombian TV\ufffc"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p>Research from Colombia that examined food advertising and marketing tactics used on television (TV) has found that children were frequently exposed to advertising that used emotional appeals such as characters, cartoons, games, or suggestions of fun or excitement to promote unhealthy foods. Girls were more likely than boys to see these emotional appeals, as were children from households in lower-socioeconomic groups vs. higher-socioeconomic groups.<\/p>\n\n\n\n<p>In the study, published this month in <a href=\"https:\/\/www.cambridge.org\/core\/journals\/public-health-nutrition\/article\/food-for-thought-or-food-for-emotions-an-analysis-of-marketing-strategies-in-television-food-advertising-seen-by-children-in-colombia\/FDD881E002224FD4D010A3BDC256921D\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Public Health Nutrition<\/em><\/a>, researchers from the University of Kansas, Pontificia Universidad Javeriana in Colombia, Universidad Nacional de Colombia, and the University of North Carolina at Chapel Hill analyzed over 500 top-viewed television advertisements (TV ads) for foods and beverages that aired on Colombian TV during 2017. For each ad, the researchers documented:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The type of product(s) promoted;<\/li>\n\n\n\n<li>Each product\u2019s nutritional quality;<\/li>\n\n\n\n<li>The size of the ad\u2019s child audience using TV audience ratings data for children 4\u201311 years old (including the biological sex and household socio-economic level of each child exposed to the ad); and<\/li>\n\n\n\n<li>The type of marketing appeal(s) used in the ads, including <strong>rational appeals<\/strong> (e.g., highlighting the product\u2019s cost, freshness, expert approval, or special ingredients) and <strong>emotional appeals<\/strong> (e.g., using cartoons, child actors, or other animations to attract children\u2019s attention and associate the product with emotions like fun, excitement, or a sense of adventure).<\/li>\n<\/ul>\n\n\n\n<p>They found that 78% of food ads were for products considered potentially harmful to health&nbsp;(i.e., products that were processed\/ultra-processed, high in sugar, fats, or sodium, and\/or contained non-caloric sweeteners). These are the nutrition standards used in Colombia\u2019s new front-of-package warning label regulation, under which the products would currently be required to carry black, octagonal warning labels on their front-of-package. Of the ads for less-healthy products, 89% included an emotional appeal and 59% included a rational appeal, and over half (55%) used both rational and emotional appeals.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><a href=\"https:\/\/coms.ku.edu\/people\/alcides-velasquez\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/coms.ku.edu\/sites\/coms\/files\/styles\/portrait_col_xl_3\/public\/images\/person-profile\/Velasquez_Alcides.jpg?h=de7b58d5&amp;itok=3Im-Kf0g\" alt=\"\" style=\"width:143px;height:200px\"\/><\/a><figcaption class=\"wp-element-caption\">Dr. Alcides Velasquez<\/figcaption><\/figure><\/div>\n\n\n<p>\u201cThe co-occurrence of both emotional and rational appeals in more than half of ads for products with lower nutritional quality is of special importance,\u201d said the study\u2019s first author <a href=\"https:\/\/coms.ku.edu\/people\/alcides-velasquez\" target=\"_blank\" rel=\"noreferrer noopener\">Alcides Velasquez<\/a>, associate professor of communication studies at the University of Kansas.\u201cCombining emotional appeals, which can generate a positive association with the experience of consuming the product, with rational appeals that highlight products\u2019 nutritional or health advantages might result in children associating positive emotions and consumption sensations with purported nutritional benefits of products that are actually less healthy.\u201d &nbsp;<\/p>\n\n\n\n<p>Researchers also found differences in exposure that could contribute to health inequities: Girls and children from low-resource homes were exposed to significantly more appeals in TV ads than boys or children from higher-resource homes, respectively. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key findings:<\/h2>\n\n\n\n<div class=\"wp-block-columns is-not-stacked-on-mobile has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#4c9dd426\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:99%\">\n<ul style=\"font-size:16px\" class=\"wp-block-list\">\n<li>Among TV ads for foods or drinks, 78% featured products considered potentially harmful to health. These are products that are now required by law to carry front-of-package warning labels. \u00a0<\/li>\n\n\n\n<li>Nearly 90% of ads for these foods high in nutrients of concern employed an emotional appeal to children (e.g., characters, cartoons, animals, kids\u2019 vocabulary).<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:16px\" class=\"wp-block-list\">\n<li>Rational appeals (e.g., expert approval, cost, health, or specific ingredients) appeared to a lesser extent in 59% of the ads.<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:16px\" class=\"wp-block-list\">\n<li>Girls and children in lower socio-economic groups were more exposed to emotional appeals in TV ads than boys or higher socio-economic strata counterparts, respectively.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:1%\">\n<p><\/p>\n<\/div>\n<\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2021\/05\/artworks-000270355004-9kaz37-t500x500.jpg\" alt=\"Francesca Dillman Carpentier Headshot\" class=\"wp-image-2457\" style=\"width:125px;height:125px\" srcset=\"https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2021\/05\/artworks-000270355004-9kaz37-t500x500.jpg 500w, https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2021\/05\/artworks-000270355004-9kaz37-t500x500-350x350.jpg 350w, https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2021\/05\/artworks-000270355004-9kaz37-t500x500-150x150.jpg 150w, https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2021\/05\/artworks-000270355004-9kaz37-t500x500-42x42.jpg 42w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><figcaption class=\"wp-element-caption\">Dr. Francesca Dillman Carpentier<\/figcaption><\/figure><\/div>\n\n\n<p>\u201cThe new <a href=\"https:\/\/www.who.int\/publications\/i\/item\/9789240075412\" target=\"_blank\" rel=\"noreferrer noopener\">WHO guideline on policies to protect children from the harmful impact of food marketing<\/a> released this June pointed out the need for more research to examine inequities relating to food marketing, and this study shows clear inequities,\u201d said senior author, <a href=\"https:\/\/www.globalfoodresearchprogram.org\/team\/francesca-dillman-carpentier\/\">Francesca Dillman Carpentier<\/a>, W. Horace Carter Distinguished Professor at the UNC Hussman School of Journalism and Media. \u201cThe fact that we found these marked differences in marketing exposure based on socio-economic stratum and biological sex underscores the importance of developing comprehensive regulations that protect all children, not just a percentage of children, from unhealthy food marketing.\u201d<\/p>\n\n\n\n<p>In addition to being one of very few studies to examine differences in marketing exposure based on children\u2019s socio-economic stratum and sex, this study establishes an important baseline measure of TV marketing and children\u2019s exposure before Colombia implemented its <a href=\"https:\/\/www.globalfoodresearchprogram.org\/where-we-work\/colombia\/\">front-of-package warning label law<\/a> in December 2022 and ahead of its <a href=\"https:\/\/www.globalfoodresearchprogram.org\/where-we-work\/colombia\/\">ultra-processed product taxes<\/a>, which come into force in November 2023. While these policies do not include limits on marketing for foods and drinks that carry warning labels or will be taxed, changes to the Colombian food supply following the new regulations (i.e., reformulation of existing products or introduction of new, healthier alternatives) could lead to a smaller proportion of TV ads promoting foods and drinks that fail to meet nutritional standards.<a id=\"_msocom_2\"><\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-color\" style=\"color:#666666\"><em>This research was funded by&nbsp;<em><a href=\"https:\/\/www.bloomberg.org\/public-health\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bloomberg Philanthropies<\/a><\/em> and the Clinical and Translational Science Award program of the Division of Research Resources, National Institutes of Health<\/em>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<p class=\"has-text-align-center has-text-color has-small-font-size\" style=\"color:#4b9cd3\"><strong>AUTHORS<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Alcides Velasquez<\/strong><br>University of Kansas, USA<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Maria Fernanda Parra<\/strong><br>Pontificia Universidad Javeriana, Colombia<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Mercedes Mora-Plazas<\/strong><br>Universidad Nacional de Colombia, Colombia<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Luis Fernando G\u00f3mez<\/strong><br>Pontificia Universidad Javeriana, Colombia<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/www.globalfoodresearchprogram.org\/team\/lindsey-smith-taillie\/\">Lindsey S. Taillie<\/a><\/strong><br>UNC-Chapel Hill, USA<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/www.globalfoodresearchprogram.org\/team\/francesca-dillman-carpentier\/\">Francesca R. Dillman Carpentier<\/a><\/strong><br>UNC-Chapel Hill, USA<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#4c9dd48f;color:#4c9dd48f\"\/>\n\n\n\n<p class=\"has-text-align-center has-text-color has-small-font-size\" style=\"color:#4b9cd3\"><strong>RESOURCES<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/www.globalfoodresearchprogram.org\/resource\/fact-sheet-child-directed-food-marketing\/\"><img decoding=\"async\" class=\"wp-image-3017\" style=\"width: 85px;\" src=\"https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2022\/05\/Factsheet_Marketing_thumbnail.jpg\" alt=\"Marketing Fact Sheet Thumbnail\"><\/a><br>Read more about the evidence for <a href=\"https:\/\/www.globalfoodresearchprogram.org\/resource\/fact-sheet-child-directed-food-marketing\/\">restricting marketing<\/a> for non-essential foods and drinks high in sugar, salt, saturated or <em>trans<\/em> fats, or calorie density.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background is-style-default\" style=\"background-color:#deeaf5;color:#deeaf5\"\/>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/www.globalfoodresearchprogram.org\/resource\/maps-restrictions-on-marketing-food-to-children\/\"><img loading=\"lazy\" decoding=\"async\" width=\"206\" height=\"119\" class=\"wp-image-12972\" style=\"width: 150px; margin-bottom: 5px;\" src=\"https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2023\/03\/Marketing_map_thumbnail.png\" alt=\"Marketing map thumbnail\" srcset=\"https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2023\/03\/Marketing_map_thumbnail.png 206w, https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2023\/03\/Marketing_map_thumbnail-42x24.png 42w, https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2023\/03\/Marketing_map_thumbnail-104x60.png 104w\" sizes=\"auto, (max-width: 206px) 100vw, 206px\" \/><\/a><br>Compare <a href=\"https:\/\/www.globalfoodresearchprogram.org\/resource\/maps-restrictions-on-marketing-food-to-children\/\">existing policies around the world<\/a> aimed at restricting unhealthy food marketing to children.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#4b9cd3;color:#4b9cd3\"\/>\n\n\n\n<p class=\"has-text-align-center has-text-color has-small-font-size\" style=\"color:#4b9cd3\"><strong>MORE MARKETING RESEARCH FROM COLOMBIA:<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\" style=\"font-size:14px\"><strong>Unhealthy food advertising disproportionately targets children in Colombia<\/strong> <a href=\"https:\/\/www.globalfoodresearchprogram.org\/unhealthy-food-advertising-disproportionately-targets-children-in-colombia\/\"><em>Read more&#8230;<\/em><\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Research from Colombia that examined food advertising and marketing tactics used on television (TV) has found that children were frequently exposed to advertising that used emotional appeals such as characters, cartoons, games, or suggestions of fun or excitement to promote unhealthy foods. Girls were more likely than boys to see these emotional appeals, as were [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":15052,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41,56],"tags":[],"class_list":["post-15042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-colombia","category-food-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Food ads reach children using emotional and rational appeals on Colombian TV\ufffc - Global Food Research Program<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Food ads reach children using emotional and rational appeals on Colombian TV\ufffc - Global Food Research Program\" \/>\n<meta property=\"og:description\" content=\"Research from Colombia that examined food advertising and marketing tactics used on television (TV) has found that children were frequently exposed to advertising that used emotional appeals such as characters, cartoons, games, or suggestions of fun or excitement to promote unhealthy foods. Girls were more likely than boys to see these emotional appeals, as were [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/\" \/>\n<meta property=\"og:site_name\" content=\"Global Food Research Program\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-05T12:07:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-20T21:50:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2023\/08\/twitter_card_Colombia_TV-food-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"418\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emily Busey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2023\/08\/twitter_card_Colombia_TV-food-marketing.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@GFRP_UNC\" \/>\n<meta name=\"twitter:site\" content=\"@GFRP_UNC\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emily Busey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/\"},\"author\":{\"name\":\"Emily Busey\",\"@id\":\"https:\/\/www.globalfoodresearchprogram.org\/#\/schema\/person\/24ea71727ee0a9eb2994a31c284b554b\"},\"headline\":\"Food ads reach children using emotional and rational appeals on Colombian TV\ufffc\",\"datePublished\":\"2023-09-05T12:07:33+00:00\",\"dateModified\":\"2025-01-20T21:50:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/\"},\"wordCount\":894,\"publisher\":{\"@id\":\"https:\/\/www.globalfoodresearchprogram.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.globalfoodresearchprogram.org\/wp-content\/uploads\/2023\/08\/Colombia_TV-ads_thumbnail.jpg\",\"articleSection\":[\"Colombia\",\"Food Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/\",\"url\":\"https:\/\/www.globalfoodresearchprogram.org\/food-ads-reach-children-using-emotional-and-rational-appeals-on-colombian-tv\/\",\"name\":\"Food ads reach children using emotional and rational appeals on Colombian TV\ufffc - 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