北京市儿童青少年不健康食品电视营销暴露程度及其影响

相林; 唐玉香; 雷南; 叶丽红; 崔佳; 梁开鹏; 张娟

doi:10.16835/j.cnki.1000-9817.2023.07.004

北京市儿童青少年不健康食品电视营销暴露程度及其影响

doi: 10.16835/j.cnki.1000-9817.2023.07.004

相林¹,
唐玉香¹,
雷南²,
叶丽红¹,
崔佳¹,
梁开鹏¹,
张娟^1, ,

1.
中国医学科学院北京协和医学院群医学及公共卫生学院，北京 100730
2.
中国协和医科大学出版社

基金项目:

亚洲九国儿童青少年不健康食品和饮料电视广告的暴露程度及性质比较研究 2020P096GW012

慢性病群医学基地建设项目 WH10022022010

详细信息

作者简介:
相林(1998-)，女，山东潍坊人，在读硕士，主要研究方向为营养与慢性病

通讯作者:
张娟，E-mail: zhangjuan@sph.pumc.edu.cn

利益冲突声明 所有作者声明无利益冲突。
中图分类号: R155.1 F713.82 R179
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- HTML全文浏览量: 101
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- 被引次数: 0
出版历程
- 收稿日期: 2022-09-23
- 修回日期: 2023-03-10
- 网络出版日期: 2023-07-25
- 刊出日期: 2023-07-25

The exposure to television advertising of unhealthy food among children and adolescents and its impact in Beijing

1.
School of Population Medicine and Public Health, Chinese Academy of Medical Sciences and Peking Union Medical College, Beijing(100730), China

摘要

摘要: 目的了解北京市儿童青少年不健康食品电视营销暴露程度及其影响，为不健康食品营销管理政策的制定提供依据。方法于2020年10月19日至2021年1月17日排除重大节日和假期后随机选取4个工作日和4个非工作日为研究日期，选取3~18岁儿童青少年最喜欢的5个频道为研究频道，共纳入720 h广告并编码分析。使用《世界卫生组织西太平洋地区营养素度量模型》对食品分类并判断其健康程度。结果共监测到13 864个广告，38.8%(5 376个)为食品广告，其中49.9%(2 680个)为不健康食品广告，平均频率为2.00个/(h·频道)。广告中占比排前5位的食品依次是12~36个月婴儿配方奶粉(26.7%)、奶酪(16.7%)、休闲零食(12.2%)、奶及奶制品(10.5%)和巧克力及糖果类(6.0%)。不健康食品广告最常使用的营销策略是品牌益处声称(96.8%)和营销角色(67.9%)。结论儿童青少年在不健康食品电视营销中的暴露程度较高，不健康食品广告多通过使用品牌益处声称、营销角色等营销策略增加广告的影响力；亟需出台相关政策监管不健康食品电视营销。
- 营销 /
- 食品 /
- 广告 /
- 儿童 /
- 青少年
Abstract: Objective To examine the exposure to television advertising of unhealthy food among children and adolescents in Beijing, in order to provide a basis for the formulation of marketing management policies with unhealthy food. Methods Four weekdays and four weekend days were randomly selected during October 19, 2020 to January 17, 2021, excluding holidays and school holidays. The top five popular channels of children and adolescents aged 3 to 18 years old were selected. A total of 720 hours was included for coding and analysis. World Health Organization Nutrient Profile Model for the Western Pacific Region was used to classify food and assess the health level. Results A total of 13 864 advertisings (ads) was monitored, 38.8% (5 376) of which were food ads. Furthermore, 49.9% (2 680) of food ads were unhealthy food ads, with a frequency of 2.00 per hour per channel. The top five most frequent food ads were infant formula for 12-36 months (26.7%), cheese (16.7%), savory snacks (12.2%), milk drinks (10.5%) and chocolate and candy (6.0%). The most frequently used marketing strategies for unhealthy food ads were brand benefit claims (96.8%) and promotional characters (67.9%). Conclusion Children and adolescents in Beijing are highly exposed to TV marketing of unhealthy foods. Marketing strategies such as brand benefit claims and promotional characters are employed to boost the impact of unhealthy food ads. There is an urgent need to introduce relevant policies to regulate TV marketing of unhealthy foods.
- Marketing /
- Food /
- Advertisements /
- Child /
- Adolescent
注释:

1) 利益冲突声明 所有作者声明无利益冲突。

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图 1 北京市央视儿童专属频道不健康食品电视广告频率工作日和非工作日比较

Figure 1. Comparison of TV advertising frequency for unhealthy food on CCTV children's channel in Beijing by weekday or weekend day

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图 2 北京市地方儿童专属频道不健康食品电视广告频率工作日和非工作日比较

Figure 2. Comparison of TV advertising frequency for unhealthy food on local TV children's channel in Beijing by weekday or weekend day

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图 3 北京市央视非儿童专属频道1不健康食品电视广告频率工作日和非工作日比较

Figure 3. Comparison of TV advertising frequency for unhealthy food on CCTV nonchildren's channel 1 in Beijing by weekday or weekend day

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图 4 北京市央视非儿童专属频道2不健康食品电视广告频率工作日和非工作日比较

Figure 4. Comparison of TV advertising frequency for unhealthy food on CCTV nonchildren's channel 2 in Beijing by weekday or weekend day

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表 1 北京市各类电视广告是否工作日、不同频道类型、不同时段的频率比较[M(P₂₅, P₇₅)]

Table 1. Comparison of frequency of television advertisements in Beijing on weekday/weekend by channel types and period[M(P₂₅, P₇₅)]

广告类型	广告频率	是否工作日			频道类型			时段
广告类型	广告频率	工作日	非工作日	Z值	央视	地方	Z值	高峰	非高峰	Z值
全部广告	17.00(8.00, 29.00)	18.00(8.00, 25.00)	17.00(7.00, 32.00)	-1.28	20.66(13.00, 32.00)	6.00(2.00, 24.00)	-13.70^**	20.00(8.00, 31.00)	16.00(7.00, 28.00)	-1.87
食品广告	6.00(0.00, 11.00)	5.00(0.00, 11.00)	6.00(1.00, 11.00)	-0.88	8.00(4.00, 14.00)	0.00(0.00, 7.00)	-19.61^**	7.00(1.00, 12.00)	5.00(0.00, 10.00)	-3.59^**
非食品广告	10.00(5.00, 16.00)	11.00(6.00, 16.00)	10.00(4.00, 16.75)	-0.61	12.00(8.00, 17.00)	6.00(2.00, 15.00)	-9.45^**	12.00(6.00, 18.00)	10.00(5.00, 15.00)	-3.17^**
食品广告模型分类
健康	0.00(0.00, 2.00)	0.00(0.00, 3.00)	0.00(0.00, 2.00)	-1.67	2.00(1.00, 3.00)	0.00(0.00, 0.00)	-26.39^**	1.00(0.00, 3.00)	0.00(0.00, 2.00)	-2.61^*
不健康	2.00(0.00, 4.00)	2.00(0.00, 4.00)	2.00(0.00, 4.00)	-0.29	3.00(1.00, 6.00)	0.00(0.00, 2.00)	-17.61^**	3.00(0.00, 5.00)	1.00(0.00, 4.00)	-4.53^**
不适用	1.00(0.00, 4.00)	1.00(0.00, 4.00)	1.00(0.00, 4.00)	-0.26	1.00(1.00, 4.00)	0.00(0.00, 4.00)	-8.24^**	1.00(0.00, 5.00)	1.00(0.00, 4.00)	-3.36^**
仅营销食品品牌	0.00(0.00, 0.00)	0.00(0.00, 0.00)	0.00(0.00, 0.00)	-0.40	0.00(0.00, 0.00)	0.00(0.00, 0.00)	-9.42^**	0.00(0.00, 0.00)	0.00(0.00, 0.00)	-4.99^**
注：广告频率经过日期加权；表格中数字代表每个频道每小时播放的广告个数。P < 0.05，*P < 0.01。

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表 2 北京市电视广告中食品的分类及健康程度

Table 2. Classification and health level of food in television advertisements in Beijing

食品分类	数量	不健康食品	健康食品	不适用
12~36个月婴幼儿配方奶粉	2 106	0	0	2 106(100.0)
奶酪	1 323	0	1 323(100.0)	0
休闲零食	963	963(100.0)	0	0
奶及奶制品	828	828(100.0)	0	0
巧克力和糖果类	473	473(100.0)	0	0
能量饮料、茶和咖啡饮料	314	314(100.0)	0	0
新鲜或烘干的面食	275	0	275(100.0)	0
其他饮料	353	309(87.5)	44(12.5)	0
酒类	268	268(100.0)	0	0
食用油	186	52(28.0)	134(72.0)	0
加工肉类	185	185(100.0)	0	0
调味料	171	114(66.7)	57(33.3)	0
甜烘焙食品	127	127(100.0)	0	0
婴儿食品	126	0	0	126(100.0)
新鲜或冷冻的肉类	73	0	73(100.0)	0
新鲜或冷冻的水果蔬菜	51	0	51(100.0)	0
加工水果蔬菜	39	39(100.0)	0	0
维生素等膳食补充剂	24	0	0	24(100.0)
方便食品	16	16(100.0)	0	0
总计	7 901	3 688(46.7)	1 957(24.8)	2 256(28.5)
注： ()内数字为构成比/%。

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表 3 营销策略使用情况在不健康和健康食品广告间比较

Table 3. Comparison of the use of marketing strategies between unhealthy and healthy food advertisements

营销策略类型	不健康食品广告(n=2 680)	健康食品广告(n=986)	χ²值	P值
品牌益处声称	2 594(96.8)	902(91.5)	45.96	< 0.01
情感诉求	1 676(62.5)	815(82.7)	216.55	< 0.01
以感官为基础的特征	1 171(43.7)	680(69.0)	245.75	< 0.01
建议儿童或整个家庭使用	837(31.2)	596(60.4)	316.27	< 0.01
建议食用	723(27.0)	455(46.1)	152.62	< 0.01
自夸	212(7.9)	76(7.7)	0.06	0.81
新品牌宣传	104(3.9)	15(1.5)	11.21	< 0.01
方便使用	104(3.9)	0	37.27	< 0.01
营销角色	1 820(67.9)	808(81.9)	69.97	< 0.01
专为儿童	1 596(59.6)	712(72.2)	0.10	0.76
非体育明星	505(18.8)	444(45.0)	179.49	< 0.01
公司自有的角色	145(5.4)	0	68.13	< 0.01
授权的其他角色	91(3.4)	1(0.1)	39.39	< 0.01
获奖	76(2.8)	278(28.2)	438.73	< 0.01
电影角色	67(2.5)	0	30.52	< 0.01
业余运动员	4(0.1)	33(3.3)	60.20	< 0.01
著名的体育队	0	20(2.0)	45.40	< 0.01
非体育节日	1(0.0)	2(0.2)		0.18^*
宣传教育	1 440(53.7)	842(85.4)	307.53	< 0.01
产品成分细节	1 146(42.8)	584(59.2)	30.29	< 0.01
营养信息	1 101(41.1)	557(56.5)	28.41	< 0.01
历史事实	147(5.5)	61(6.2)	5.63	0.02
营养声称	1 244(46.4)	613(62.2)	71.56	< 0.01
营养成分声称	786(29.3)	473(48.0)	36.75	< 0.01
营养成分功能声称或	743(27.7)	446(45.2)	30.27	< 0.01
其他功能声称
健康相关成分声称	897(33.5)	23(2.3)	767.52	< 0.01
一般健康声称	238(8.9)	86(8.7)	7.42	< 0.01
其他声称	82(3.1)	107(10.9)	53.01	< 0.01
营养素比较声称	0	3(0.3)		0.04^*
品牌合作	276(10.3)	80(8.1)	3.92	< 0.01
价格信息	99(3.7)	0	37.43	< 0.01
价格优惠	93(3.5)	0		< 0.01^*
礼物或收藏品	6(0.2)	0		0.01^*
注： *采用Fisher's精确检验；()内数字为百分率/%。

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