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首页> 外文期刊>Journal of consumer policy >Adolescents' Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks
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Adolescents' Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks

机译：青少年对不健康食品广告的评估：以软饮料警告标签为例

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摘要

The potential of advertising to deceive young adolescents is problematic especially when it results in unhealthy food choices. Health warnings are supposed to raise awareness of the risky nature of a food product. However, these warnings compete for consumer's attention with other advertising components set by marketers, such as product claims, visual frames, and images. To examine perception, attitudes, and behavioural intentions towards an ad, adolescents were exposed with fictitious soft drink advertisements in an experimental design. Hereby, we systematically varied warning labels and visual frames as key design elements of the advertisement. Results suggest that the effects of warnings on attitudes and purchase intention are mitigated by accompanying advertising elements. A single positive visual cue is sufficient to provoke purchase intentions. Overall, distraction from health warnings peaks in the youngest age groups and decreases with age. Findings raise concerns about how public health regulations on advertisements should be designed when the purpose is to inform especially younger adolescents of possible health risks. We discuss several implications for ethical marketing techniques of food products.
机译：广告欺骗年轻人的潜力很大，尤其是当它导致不健康的食物选择时。健康警告应该提高人们对食品危险性的认识。但是，这些警告会与营销人员设置的其他广告组件（例如产品声明，视觉框架和图像）竞争，引起消费者的注意。为了检查对广告的感知，态度和行为意图，在实验设计中向青少年展示了虚构的软饮料广告。因此，我们系统地更改了警告标签和视觉框架，将其作为广告的主要设计元素。结果表明，伴随广告元素可以减轻警告对态度和购买意愿的影响。一个积极的视觉提示就足以激发购买意向。总体而言，对健康警告的干扰在最年轻的年龄组中达到顶峰，并随着年龄的增长而降低。调查结果引起了人们的关注，即当目的是告知特别是年轻的青少年可能的健康风险时，应如何设计广告的公共卫生法规。我们讨论了对食品的道德营销技术的一些启示。

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