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首页> 外文期刊>Journal of health communication >Getting to know the competition: a content analysis of publicly and corporate funded physical activity advertisements.
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Getting to know the competition: a content analysis of publicly and corporate funded physical activity advertisements.

机译：了解竞争：对公共和公司资助的体育活动广告的内容分析。

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摘要

The purpose of this research was to conduct a content analysis of physical activity advertisements in an effort to determine which advertisements were more likely to include features that may attract and maintain attention levels. Fifty-seven advertisements were collected from top circulation Canadian magazines. The advertisements ranged from publicly funded health promotion pieces to corporate sponsored advertisements using physical activity to sell a product. Advertisements were examined for textual and pictorial factors thought to increase attention allocated to advertising of this nature. Only two public health advertisements were found, and the majority of advertisements (57.9%) were from commercial advertisers using physical activity images to sell products or to encourage brand recognition. The advertisements originating with the private sector tended to possess most of the characteristics thought to attract the attention of readers. Once this attention was gained, however, most of these advertisements failed to highlight the benefits of physical activity. As a result, the positive effect of these advertisements may have been compromised. Public health advertisements were so infrequent that we could not compare their characteristics with those originating with the private sector. The characteristics with those we did find were inconsistent with those thought to attract and maintain attention levels. Results are discussed in terms of potential implications for promoting physical activity.
机译：这项研究的目的是对体育活动广告进行内容分析，以确定哪些广告更可能包含吸引和保持注意力水平的功能。从加拿大发行量最高的杂志中收集了57个广告。广告的范围从公共资助的健康促进片到使用体育活动销售产品的公司赞助的广告。检查了广告中的文字和图片因素，这些因素被认为可以增加对这种性质广告的关注。仅发现了两个公共卫生广告，大多数广告（57.9％）来自商业广告商，他们使用体育锻炼图像来销售产品或鼓励品牌知名度。源自私营部门的广告倾向于具有大多数吸引读者注意的特征。但是，一旦引起了人们的注意，这些广告中的大多数都未能突出体育锻炼的好处。结果，这些广告的积极效果可能已经受到损害。公共卫生广告很少出现，因此我们无法将其特征与私营部门的特征进行比较。我们确实发现的特征与那些被认为吸引并保持注意力水平的特征不一致。就促进体育锻炼的潜在影响讨论了结果。

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