Publicidade Televisiva e Obesidade Infantil

Authors

  • Luísa Magalhães Universidade Católica Portuguesa

DOI:

https://doi.org/10.15847/obsOBS242008110

Keywords:

Televisão, publicidade, obesidade infantil, TV, advertising, children and youth, child obesity, media

Abstract

As causas da obesidade infantil têm vindo a constituir assunto de preocupação e estudo em vários campos do saber académico, quer pelo indesmentível aumento das taxas de obesidade entre os mais jovens, quer pelas dificuldades sentidas pelos profissionais que lidam com este problema na busca de uma solução eficaz. Sabendo que os media são frequentemente indicados como um factor de influência não negligenciável no desenvolvimento e crescimento das crianças, abordamos a possibilidade de existir uma relação entre o consumo de publicidade televisiva relativa a produtos alimentares e o aumento das taxas de obesidade entre as crianças. Apresentamos uma análise de conteúdo sobre dois spots que são exemplificativos do apelo publicitário em relação a produtos alimentares e se revelaram populares entre as crianças portuguesas, entre Janeiro e Abril de 2007. Pretendemos, com esta análise, demonstrar a fragilidade da relação existente entre a publicidade televisiva e a epidemia crescente de obesidade infantil, colocando a ênfase nas práticas educativas e estilos de vida actuais, numa tentativa de valorizar a mediação parental relativamente à prática televisiva atribuindo a esta mediação um importante papel no estabelecimento do equilíbrio entre as práticas alimentares e as práticas de consumo mediático nas camadas mais jovens da população Portuguesa. Television Advertising and Child Obesity The causes for children obesity are now a major issue within several fields of academic concern and consequent research. This is due to the undeniable increase in obesity levels among young people and also to the growing difficulties faced by the staff dealing with the problem and in search for an adequate solution. This paper addresses the fact that the media are frequently blamed as a major influence factor in children development, therefore approaching the possibility of existence of a close relationship between the consumption of food advertising on television and the increase of the obesity levels among children. Content analysis is provided on two tv spots regarding popular edible products broadcasted in Portugal, from January to April 2007. This analysis will show the weakness of the relationship between tv advertising and children obesity. It will also stress the relevance of mediation educational practices concerning television viewing and food consumption among children and youth.

Author Biography

Luísa Magalhães, Universidade Católica Portuguesa

Docente do Departamento de Ciências da Comunicação, ICS, Universidade do Minho; Bolseira da Fundação para a Ciência e Tecnologia (1993 – 2006). Membro das seguintes associações científicas: Associação Portuguesa de Ciências da Comunicação / SOPCOM ; Centro de Estudos em Comunicação e Sociedade /CECS/ICS/UM; International Toy Research Association / ITRA; European Communication Research and Education Association / ECREA. Projectos de Investigação: PAPCC - Dissertação intitulada: “De signo em signo – o signo icónico na perspectiva de Charles Peirce.” UM 1998. Projecto de Doutoramento intitulado: A publicidade televisiva de brinquedos para crianças e sua projecção lúdica em contextos sociais de jogo infantil. UM. FCT – Bolsa ref. SFRH/BD/4703/2001.

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Published

2008-11-20

How to Cite

Magalhães, L. (2008). Publicidade Televisiva e Obesidade Infantil. Observatorio (OBS*), 2(4). https://doi.org/10.15847/obsOBS242008110

Issue

Vol. 2 No. 4 (2008)

Section

Articles

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