面向年轻成年人的食品营销:加拿大的平台和说服力

IF 3.5 Q2 BUSINESS
Charlene Elliott, Emily Truman, Jordan LeBel
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引用次数: 0

摘要

目的食品营销长期以来一直被认为会影响人们的食品偏好、消费和健康,但人们对面向青壮年的食品营销的性质和程度却知之甚少,尤其是在他们与食品营销的真实接触以及他们认为具有说服力的诉求方面。本研究旨在让年轻人参与其中,探索食品营销的说服力及其曝光平台。设计/方法/途径45名年轻人参与了研究,他们使用专门设计的手机应用捕捉了他们在七天内遇到的食品营销,包括品牌、产品、平台和 "力量"(即使广告具有说服力的具体技巧)等信息。结果显示,数字平台(尤其是 Instagram,占广告的 43%)、快餐和饮料品牌(占广告的 48%)以及视觉风格、特价和主题等首要说服技巧占据主导地位。它是同类研究中第一项全面考察由参与者选择、捕捉和标记的面向成年人的食品营销平台和说服技巧的研究。它及时提供了有关青壮年和面向成年人的食品营销的见解,包括在哪里遇到、推广的品牌和产品(通常是不健康的)以及如何使其具有意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Food marketing to young adults: platforms and persuasive power in Canada

Purpose

Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure.

Design/methodology/approach

Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive).

Findings

A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme.

Originality/value

This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.

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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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