Strategies Used for Food and Beverage Advertisements in Bengaluru City – A Visual Interpretive Study
Journal Title: IOSR Journal of Dental and Medical Sciences (IOSR-JDMS) - Year 2017, Vol 16, Issue 4
Abstract
Objective: To assess the strategies and messages used to promote consumption of highly processed and commercialized food products. Methods: Photographs of 110 advertisements of food and beverages on the hoardings, walls, bus stands, near shopping places, traffic signals were clicked from most commuted areas of Bengaluru city and analysed by visual interpretation. Advertisements were coded for - visual details, type of product, placement and context themes used. Qualitative methods were used to analyse data and identify the common themes used to appeal the consumers. Results: Most of the advertisements were of sugary beverages, fast food restaurant chains. The themes used were Tempt your Buds - 33.8%, Discount/Large - 22.3%, Best Times - 15.1%, Celebrity Endorsement - 7.9%, Refreshing 6.4%, Nutrition-6.4%, Leave an Impression-5.7% and Download Apps -2.1%. The advertisements with themes like tempt your buds and discount/ large was more prominent. Conclusions: Food and beverage advertisements (ads) are widespread over the city. These advertisements appeal to public‟s desires to be modern, successful and happy, and being careful while purchasing „cheap‟ and „convenient‟ foods and beverages, and it has a adverse consequence on health. Advertisements play a major role in selection of food and beverages and this directly or indirectly affect the oral health of the community.
Authors and Affiliations
Dr. A. G. Shabana, Dr. Ankita Gupta, Dr. Pulkit Vaid, Dr. Ankit Mohpatra, Dr. Shefali Jaiswal
Keywords
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- DOI 10.9790/0853-1604076468.
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