A influência da publicidade na obesidade infantil
Miniatura indisponível
Data
2013
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Resumo
A obesidade infantil apresenta-se como uma epidemia que afeta milhares de crianças em todo o Mundo, e a publicidade tem sido apontada por inúmeros autores como sendo a principal causa por este problema global.
Ao longo deste estudo, tivemos como objetivo analisar se existe algum efeito da publicidade na obesidade infantil, tendo em conta o estímulo ao consumo de grande variedade de alimentos com alta intensidade calórica, por via das estratégias de marketing.
Para enquadrar este estudo, procuramos identificar o papel da publicidade na vida das crianças, nas atividades desenvolvidas nos tempos livres, a influência do estilo de vida nas atividades físicas, e por fim tentar perceber o papel que a publicidade, os tempos livres e o estilo de vida têm na obesidade infantil.
A investigação apresenta-se como um estudo de caso exploratório qualitativo, onde foram utilizadas entrevistas estruturadas e não estruturadas individuais, bem como de grupo utilizando a técnica de Focus Grupo num infantário privado no concelho de Cascais. A amostra analisada contou com 12 crianças com idades compreendidas entre os 2 anos e os 5 anos, 10 encarregados de educação, entre eles 3 homens e 7 mulheres com idades compreendidas entre os 27 anos e os 45 anos. Foram incluídas ainda na amostra uma educadora de infância e a directora do infantário, o que permitiu estabelecer uma relação entre as diversas variáveis em estudo.
Desta forma, foi possível chegar a resultados que nos indicaram em primeiro lugar, que as crianças nesta faixa etária estão expostas a um número muito elevado de mensagens publicitárias, e que a publicidade já faz parte integrante da sua vida. Percebemos ainda que alguns pais tentam controlar o número de horas de exposição à publicidade, na televisão, bem como os canais visualizados pelos filhos. No entanto não o conseguem, por eles estarem em contato com a publicidade através dos mais variados meios. Verificou-se deste modo que as crianças já conhecem muitas marcas, embalagens e as respectivas mascotes e que por isso solicitam a sua compra. A embalagem reforçou neste estudo a sua importância, uma vez que se apresenta em alguns casos como a grande atração no ponto de venda independentemente do tipo de produto.
Relativamente aos tempos livres, existe um padrão de comportamentos onde as crianças praticam mais actividades no verão e aos fins-de-semana devido à disponibilidade dos pais, sendo que no restante período o sedentarismo é muito grande e que a exposição à televisão é muito acentuada. Os factores económicos, sociais e tecnológicos apresentam-se como os principais influenciadores relativamente ao estilo de vida.
Como conclusão, consideramos que a obesidade nas crianças é multifacetada e que a publicidade não é o seu principal influenciador, é apenas mais um factor que poderá agravar a situação de muitas crianças quando não têm o devido acompanhamento familiar.
Childhood obesity presents itself as an epidemic that affects thousands of children around the world, and advertising has been pointed out by many authors as the main cause for this global problem. Throughout this study, we aimed to analyze whether there is any effect of advertising on childhood obesity, taking into account the promotion of consumption of variety of foods with high caloric intensity, through marketing strategies. To frame this study, sought to identify the role of advertising in children's lives, the activities in their free time, the influence of lifestyle on physical activity, and finally try to understand the role that advertising, leisure and lifestyle have on childhood obesity. The research is presented as a qualitative exploratory case study, where interviews were unstructured and structured individual and group, using the technique of Focus Group in a private nursery in Cascais. The sample included 12 children aged 2 years and 5 years, 10 guardians, including 3 men and 7 women aged between 27 and 45 years. Were still included in the sample a kindergarten teacher and the director of the nursery, which allowed us to establish a relationship between the variables under study. Thus, it was possible to achieve results that indicated in the first, that children in this age group are exposed to a very high number of advertising, and what advertising is an integral part of your life. We realize that some parents still try to control the number of hours of exposure to advertising on television, as well as channels viewed by children. However they can´t be in contact with advertising through a variety of means. It is in this way that the children already know many brands, packaging and their pets and therefore request your purchase. The packaging reinforced in this study their importance, since it has in some instances as great attraction at the point of sale regardless of the type of product. With regard to leisure, there is a pattern of behavior where children practice more activities in the summer and on weekends due to the availability of parents, and in the remainder of the sedentary lifestyle is very large and that exposure to television is very sharp. The economic, social and technological present themselves as key influencers in relation to lifestyle. In conclusion, we consider that obesity in children is multifaceted and that advertising is not their primary influencer, is just another factor that could exacerbate the situation for many children, when they have no proper family support.
Childhood obesity presents itself as an epidemic that affects thousands of children around the world, and advertising has been pointed out by many authors as the main cause for this global problem. Throughout this study, we aimed to analyze whether there is any effect of advertising on childhood obesity, taking into account the promotion of consumption of variety of foods with high caloric intensity, through marketing strategies. To frame this study, sought to identify the role of advertising in children's lives, the activities in their free time, the influence of lifestyle on physical activity, and finally try to understand the role that advertising, leisure and lifestyle have on childhood obesity. The research is presented as a qualitative exploratory case study, where interviews were unstructured and structured individual and group, using the technique of Focus Group in a private nursery in Cascais. The sample included 12 children aged 2 years and 5 years, 10 guardians, including 3 men and 7 women aged between 27 and 45 years. Were still included in the sample a kindergarten teacher and the director of the nursery, which allowed us to establish a relationship between the variables under study. Thus, it was possible to achieve results that indicated in the first, that children in this age group are exposed to a very high number of advertising, and what advertising is an integral part of your life. We realize that some parents still try to control the number of hours of exposure to advertising on television, as well as channels viewed by children. However they can´t be in contact with advertising through a variety of means. It is in this way that the children already know many brands, packaging and their pets and therefore request your purchase. The packaging reinforced in this study their importance, since it has in some instances as great attraction at the point of sale regardless of the type of product. With regard to leisure, there is a pattern of behavior where children practice more activities in the summer and on weekends due to the availability of parents, and in the remainder of the sedentary lifestyle is very large and that exposure to television is very sharp. The economic, social and technological present themselves as key influencers in relation to lifestyle. In conclusion, we consider that obesity in children is multifaceted and that advertising is not their primary influencer, is just another factor that could exacerbate the situation for many children, when they have no proper family support.
Descrição
Orientação : Francisco Costa Pereira
Palavras-chave
COMUNICAÇÃO, MARKETING, PUBLICIDADE, PUBLICITY, HÁBITOS DE CONSUMO, CONSUMPTION HABITS, ESTILOS DE VIDA, LIFESTYLES, MARKETING, COMMUNICATION, MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, OBESIDADE INFANTIL, CHILD OBESITY