La publicidad de alimentos en la televisión infantil en España: promoción de hábitos de vida saludables

Authors

  • Erika Fernández Gómez Universidad Internacional de La Rioja (UNIR)
  • Jesús Díaz-Campo

DOI:

https://doi.org/10.15847/obsOBS842014802

Keywords:

advertising, television, children, nutrition, lifestyles and obesity

Abstract

El objetivo de esta investigación ha sido analizar la publicidad de alimentos emitida por los canales temáticos infantiles de carácter privado y con mayor audiencia en España (Neox y Boing). Para ello se ha realizado un análisis de contenido de las pausas comerciales que estas cadenas realizan durante las franjas de protección reforzada de la infancia que la normativa de este país determina. El estudio evidencia cómo el creciente problema de obesidad entre la población infantil ha supuesto la implicación de las marcas de la industria alimentaria. Se promocionan hábitos de vida saludable mediante sobreimpresiones que llegan a los niños a través de la pequeña pantalla. Sin embargo, el mensaje de seguir una alimentación variada y practicar ejercicio con regularidad queda relegado ante la fuerte estrategia comercial que el sector de productos de consumo realiza. Se emplea un argumento de venta basado en un incentivo que el consumidor obtiene con la compra del producto frente a las cualidades nutritivas que este ofrece.

Author Biography

Erika Fernández Gómez, Universidad Internacional de La Rioja (UNIR)

She is associate professor at Universidad Internacional de La Rioja (UNIR) since 2010 in the Degree in Communication and she is part of the research group in Digital Communication and Society (COYSODI).

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Published

2014-11-12

How to Cite

Gómez, E. F., & Díaz-Campo, J. (2014). La publicidad de alimentos en la televisión infantil en España: promoción de hábitos de vida saludables. Observatorio (OBS*), 8(4). https://doi.org/10.15847/obsOBS842014802

Issue

Vol. 8 No. 4 (2014)

Section

Articles

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