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Open AccessArticle

Soft Drinks and Sugar-Sweetened Beverages Advertising in Spain: Correlation between Nutritional Values and Advertising Discursive Strategies

1
Faculty of Information and Communication Sciences, Universitat Oberta de Catalunya, 08035 Barcelona, Spain
2
Department of Communication, Pompeu Fabra University, 08018 Barcelona, Spain
3
UPF Barcelona School of Management, 08008 Barcelona, Spain
*
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2020, 17(7), 2335; https://doi.org/10.3390/ijerph17072335
Received: 30 January 2020 / Revised: 17 March 2020 / Accepted: 26 March 2020 / Published: 30 March 2020
Spain ranks fifth among European countries for childhood obesity. Sugar-sweetened beverages (SSBs) and soft drinks (SDs) are consumed by 81% of the Spanish children weekly. Advertising is one of the factors that contributes to an obesogenic environment. This study correlated longitudinally the nutritional values of SSBs and SDs and advertising discursive strategies between 2013 and 2018 for all media. A mixed-methods approach was applied that included a quantitative analysis of advertising spend data, a content analysis and a study of the discursive strategies used in advertisements. In addition, the Nutri-score system was used in order to determine the nutritional quality of the beverages. The results were analyzed applying the Spanish advertising regulatory framework for obesity prevention. The main findings indicate an association between low nutritional value beverage advertisements and a discourse based on hedonistic elements. In order to prevent childhood obesity in Spain, a stricter regulation of advertising is necessary, especially in aspects such as the language used to present products and celebrity endorsements. View Full-Text
Keywords: childhood obesity; food advertising; sugar-sweetened beverages; soft drinks; food policy; nutrient profiling childhood obesity; food advertising; sugar-sweetened beverages; soft drinks; food policy; nutrient profiling
MDPI and ACS Style

Montaña Blasco, M.; Jiménez-Morales, M. Soft Drinks and Sugar-Sweetened Beverages Advertising in Spain: Correlation between Nutritional Values and Advertising Discursive Strategies. Int. J. Environ. Res. Public Health 2020, 17, 2335.

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