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Open AccessArticle

Breakfast Food Advertising and Prevention of Obesity: Analysis of the Nutritional Value of the Products and Discursive Strategies Used in the Breakfast Ads from 2015 to 2019

1
Faculty of Information and Communication Sciences, Universitat Oberta de Catalunya, 08035 Barcelona, Spain
2
Department of Communication, Pompeu Fabra University, 08018 Barcelona, Spain
*
Author to whom correspondence should be addressed.
Nutrients 2021, 13(1), 231; https://doi.org/10.3390/nu13010231
Received: 3 December 2020 / Revised: 31 December 2020 / Accepted: 12 January 2021 / Published: 14 January 2021
(This article belongs to the Special Issue Breakfast and Health Benefit)
Breakfast is widely considered the most important meal of the day. Despite this, the consumption of ready to eat industrial products with low nutritional value is increasing. This study correlated longitudinally the nutritional value of breakfast products with advertising discursive strategies. The research design applied quantitative analysis to compile all media advertising data from 2015 to 2019, qualitative analysis of the content, and a study of the adverts’ discourse. Moreover, a Nutri-score analysis was used to determine the products’ nutritional value. Results indicated that breakfast products advertised in Spain presented a low or very low nutritional value. In addition, they showed that the lower the nutritional value of the product, the greater the proportion of positive emotions or moods that emerge from the discourse used in the advertisement. To establish effective policies for the prevention of obesity, greater involvement of the government, and better self-regulation mechanisms for the food industry, communication agencies, and advertisers are needed. In this sense, the hedonistic language used in advertisements for unhealthy food must treated as a priority. This measure would have the aim not only of protecting minors from ads for unhealthy food that are broadcast during breakfast time but would also generate healthy eating patterns within the family. View Full-Text
Keywords: breakfast; food advertising; food policy; media; Nutri-score; nutritional value; nutrition; obesity prevention breakfast; food advertising; food policy; media; Nutri-score; nutritional value; nutrition; obesity prevention
MDPI and ACS Style

Montaña Blasco, M.; Jiménez-Morales, M. Breakfast Food Advertising and Prevention of Obesity: Analysis of the Nutritional Value of the Products and Discursive Strategies Used in the Breakfast Ads from 2015 to 2019. Nutrients 2021, 13, 231. https://doi.org/10.3390/nu13010231

AMA Style

Montaña Blasco M, Jiménez-Morales M. Breakfast Food Advertising and Prevention of Obesity: Analysis of the Nutritional Value of the Products and Discursive Strategies Used in the Breakfast Ads from 2015 to 2019. Nutrients. 2021; 13(1):231. https://doi.org/10.3390/nu13010231

Chicago/Turabian Style

Montaña Blasco, Mireia; Jiménez-Morales, Mònika. 2021. "Breakfast Food Advertising and Prevention of Obesity: Analysis of the Nutritional Value of the Products and Discursive Strategies Used in the Breakfast Ads from 2015 to 2019" Nutrients 13, no. 1: 231. https://doi.org/10.3390/nu13010231

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