Análise da publicidade e comunicação mercadológica de alimento na televisão

Abstract

The objective of this work was to analyze television advertising directed at children and adolescents, based on the Resolution No. 163/2014 of the National Council for the Rights of Children and Adolescents (Conanda). For this purpose, an analysis of TV advertising pieces was carried out in two capitals of the country, Brasília – Distrito Federal and João Pessoa - Paraíba, to observe the agreement with the law. The data were selected by the Food and Nutrition in Different Média Project - (PropagaNUT), linked to the University of Brasília (UnB) and the Federal University of Paraíba (UFPB). To conduct the study, it was necessary to follow a data collection, with the recording of the TV programming five times a week during the period from January to June according to a pre-established schedule. All the pieces were recorded and described in a standardized form developed by the researchers. After the selection of advertising pieces, all the collected information was detailed and the pieces were classified as abusive or not. The multiple logistic regression statistical model was used to support the decision making about abusiveness based on the characteristics of the observed advertisements. The variables that showed significance (p value ≤ 0.05) were: Mascot odds ratio (OR): 7.70; advertising objective OR: 3.45; Focus OR: 3.33; Gender indication OR: 3.27; Buyer person (Who buys) OR: 2.95; Suggests relationship with physical activity/sport OR: 2.55; How the product is exposed in advertising OR: 2.50; Human characters OR: 2.15; Jingle OR: 2,14; Audience (Who consume the product) OR: 2.13. It was also verified that in João Pessoa the amount of food advertising transmitted is much higher than in Brasília. Considering the importance of marketing communication to influence the population's consumption, as well as their food behavior and food consumption that can interfere in health, it is important to create analytical strategies that allow healthcare and communication professionals, as well as organized civil society to assist in regulatory mechanisms that affect the delivery of misleading and/or abusive advertising, practices that are already prohibited under the Brazilian legislation.