This document summarizes 4 research studies about food advertising: 1) examines audience perception of billboard food ads in Karachi, 2) analyzes out-of-home food advertising in Jamaica, 3) quantifies outdoor food ads near schools in Australia, and 4) determines if more food ads are placed near schools with majority Hispanic students. The studies found that billboards with bright colors are most noticeable, unhealthy foods are frequently advertised out-of-home, and Hispanic students may be disproportionately exposed to outdoor food ads near their schools.
This document summarizes 4 research studies about food advertising: 1) examines audience perception of billboard food ads in Karachi, 2) analyzes out-of-home food advertising in Jamaica, 3) quantifies outdoor food ads near schools in Australia, and 4) determines if more food ads are placed near schools with majority Hispanic students. The studies found that billboards with bright colors are most noticeable, unhealthy foods are frequently advertised out-of-home, and Hispanic students may be disproportionately exposed to outdoor food ads near their schools.
This document summarizes 4 research studies about food advertising: 1) examines audience perception of billboard food ads in Karachi, 2) analyzes out-of-home food advertising in Jamaica, 3) quantifies outdoor food ads near schools in Australia, and 4) determines if more food ads are placed near schools with majority Hispanic students. The studies found that billboards with bright colors are most noticeable, unhealthy foods are frequently advertised out-of-home, and Hispanic students may be disproportionately exposed to outdoor food ads near their schools.
Introduction • The topics of this presentation are I. SEEING IS BELIEVING: AUDIENCE PERCEPTION ABOUT FOOD ADVERTISEMENTS ON BILLBOARDS II. Consumer exposure to food and beverage advertising out of home: An exploratory case study in Jamaica. III. Children's exposure to outdoor food advertising near primary and secondary schools in Australia IV. Targeting Hispanic adolescents with outdoor food & beverage advertising around schools Research 1 SEEING IS BELIEVING: AUDIENCE PERCEPTION ABOUT FOOD ADVERTISEMENTS ON BILLBOARDS
This research investigates the perception of people regarding the outdoor
advertisement of edible items in Karachi South District in terms of information, beliefs, attitudes, and behaviors within the values of the society. It reflects on persuasion theory and an elaboration likelihood model. In this study researchers found that a very low quantity of audience can ignore the billboards, un intestinally billboards get noticed in markets traffic signals, and even when a person driving, he/she sees the billboards. Results show that every person in the population admitted that he/he sees billboards regularly and many times a day Billboards with bright colors and short but concise messages are the most attractive billboards Research 2 Consumer exposure to food and beverage advertising out of home: An exploratory case study in Jamaica. • This research has shown that i. Television advertising contains frequent low ‐nutrient food and beverage messages which are thought to influence consumers' food consumption. Yet, consumption decisions are often made out of the home. ii. We systematically capture and describe food and beverage consumer communications at or near the point of purchase through observation of messages in food environments (Study 1: retail, restaurant) and content analysis of out ‐of ‐home advertising (Study 2: billboards) Conclusion STUDY 1 STUDY 2 Observations of places to buy food from Findings from the study of out‐of ‐home (in ‐ grocery stores to fast‐food restaurants store, outdoor) advertising also revealed that revealed a variety of ways that food and global brands (predominantly U.S. in origin) beverage companies were using persuasion are pervasive in Kingston even in these local techniques to attract attention, instill purchase media. (e.g., contests) and communicate the value Observations of out‐of‐home advertising (e.g., price, health) of their food or beverage. showed that more than one in four messages Despite the prevalence of less viewed in the four major transportation hubs of healthy food and its ubiquitous promotions, Kingston featured food or beverage. Overall, less healthy foods, including fast‐ there was availability and limited promotional food advertisements, soda, and processed efforts and nutrition information for snacks were significantly more advertised than healthier foods including fruits and healthier food and drinks such as milk or vegetables. bananas. Research 3 “Children's exposure to outdoor food advertising near primary and secondary schools in Australia.”
This research shows
i. How the food industry is increasingly utilizing non ‐broadcast channels such as
outdoor advertising (Eg billboards, bus shelters, shop fronts) for product marketing.
ii. This study aimed to quantify the presence and content of
outdoor food advertisements within a 500 m radius of primary and secondary schools in Perth, Western Australia.
iii. It concluded that
Outdoor advertising around schools constitutes a potential frequent source of children's exposure to unhealthy food and alcohol advertising. Children get attracted by advertising and persuade their parents to get the desired food. Research 4 “Targeting Hispanic adolescents with outdoor food & beverage advertising around schools.”
The purpose of this study was to determine if the prevalence
of outdoor FB advertising was greater around middle and high schools with a majority Hispanic population as compared to schools with a lower Hispanic population The research indicates how outdoor food advertisements affect adolescents and influence their health. The findings of this study suggest that Hispanic youth are disproportionately exposed to outdoor food and beverage advertising around their schools.