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Food Marketing and Power: Teen-Identified Indicators of Targeted Food Marketing

International journal of environmental research and public health, 2022-06, Vol.19 (13), p.7815 [Peer Reviewed Journal]

2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2022 by the authors. 2022 ;ISSN: 1660-4601 ;ISSN: 1661-7827 ;EISSN: 1660-4601 ;DOI: 10.3390/ijerph19137815 ;PMID: 35805473

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  • Title:
    Food Marketing and Power: Teen-Identified Indicators of Targeted Food Marketing
  • Author: Elliott, Charlene ; Truman, Emily ; Stephenson, Nikki
  • Subjects: Addictive behaviors ; Advertisements ; Celebrities ; Diet ; Food ; Food preferences ; Food selection ; Gender ; Indicators ; Marketing ; Marking and tracking techniques ; Power ; Social networks ; Tagging ; Teenagers ; Young adults
  • Is Part Of: International journal of environmental research and public health, 2022-06, Vol.19 (13), p.7815
  • Description: Food marketing is powerful and prevalent, influencing young people’s food attitudes, preferences, and dietary habits. Teenagers are aggressively targeted by unhealthy food marketing messages across a range of platforms, prompting recognition of the need to monitor such marketing. To monitor, criteria for what counts as teen-targeted food marketing content (i.e., persuasive techniques) must first be established. This exploratory study engaged teenagers to explore the “power” of food marketing by identifying what they consider to be teen-targeted marketing techniques within various food marketing examples. Fifty-four teenagers (ages 13–17) participated in a tagging exercise of 19 pre-selected food/beverage advertisements. Assessed in light of age and gender, the results showed clear consistency with what indicators the participants identified when it comes to selecting “teen-targeted” ads—with advertisements most frequently chosen as “teen-targeted” containing humor (particularly irony) and celebrities. When it comes to specific indicators used by teenagers, visual style dominated, standing as the marketing technique with the most “power” for teenagers. The findings shed much needed insight into the elements of power—and more precisely, the specific marketing techniques persuasive to teenagers—which are necessary to inform monitoring efforts and to create evidence-based policy.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 1660-4601
    ISSN: 1661-7827
    EISSN: 1660-4601
    DOI: 10.3390/ijerph19137815
    PMID: 35805473
  • Source: GFMER Free Medical Journals
    PubMed Central
    Coronavirus Research Database
    ProQuest Central
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