Characteristics of healthy weight advertisements in three countries
MetadataShow full item record
© 2017 Public Health Association of Australia. Objective: High rates of population obesity have resulted in the dissemination of mass media campaigns that focus on achieving and maintaining a healthy weight. The aim of the present study was to analyse advertising techniques used in such campaigns to identify common and differential approaches in three countries with similar cultures and rates of obesity (Australia, the United Kingdom and the United States). Methods: An Internet search was conducted to identify healthy weight television advertisements aired in the three countries. Seventy-two advertisements were located and coded according to the advertising techniques employed. Results: Despite the cultural similarity and comparable obesity rates of the three countries, there were few consistencies in advertising techniques employed. A main focus of the ads was diet, but disparate approaches were used to convey the message in each country. Conclusions: The identified wide variation in advertising techniques may suggest that campaign managers would benefit from greater certainty about which advertising approaches are most effective in encouraging lifestyle behaviours associated with a healthy weight. Implications for public health: A more robust evidence base would be useful to guide the development of healthy weight campaigns.
Showing items related by title, author, creator and subject.
Parent and child interactions with two contrasting anti-obesity advertising campaigns: A qualitative analysisThomas, S.; Olds, T.; Pettigrew, Simone; Yeatman, H.; Hyde, J.; Dragovic, C. (2014)Background: Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social ...
Awareness and impact of the 'Bubblewrap' advertising campaign among Aboriginal smokers in Western AustraliaBoyle, T.; Shepherd, Carrington; Pearson, G.; Monteiro, H.; McAullay, D.; Economo, K.; Stewart, S. (2010)Background Antismoking mass media campaigns have been shown to reduce smoking prevalence in the mainstream community, however there is little published research on their effect on Aboriginal Australian smokers. Objectives ...
Babooram, M.; Mullan, Barbara; Sharpe, L. (2010)Purpose – The purpose of this paper is to investigate children’s understandings of the intent and importance of current media initiatives designed to target childhood obesity. Semi-structured interviews were analysed using ...