Resumo

GOMEZ, Erika Fernández  e  DIAZ-CAMPO, Jesús. Food advertising on children's television in Spain: healthy lifestyles’ promotion. OBS* [online]. 2014, vol.8, n.4, pp.133-150. ISSN 1646-5954.

The goal of this research was to analyse the advertising of food broadcast by the two Spanish private thematic channels aimed at children with more audience in Spain (Neox and Boing). A content analysis was made in order to study the commercials showed during the hours of children’s enhanced protection established by the normative of this country. The paper presents the increasing concern about kids´ obesity and the role of food industry. Healthy lifestyles are promoted through messages printed in the ads that children see on television. Nevertheless, a varied diet and regular exercise is pushed into the background as a result of the strong commercial strategy of this sector’s brands. The pitch is the bonus that the consumer receives with the product instead of the nutritive characteristics.

Palavras-chave : advertising; television; children; nutrition; lifestyles and obesity.

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