The Impact of Advertisements for Romanian Food Products on Consumers (original) (raw)
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TV Advertising as a Consumer Education Tool in the Current Romanian Society
Zenodo (CERN European Organization for Nuclear Research), 2023
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CBU International Conference Proceedings ..., 2015
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A quantitative research of consumer’s attitude towards food products advertising
2013
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The Role of Women in Preserving the Romanian Identity in Local Advertising
2012
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Linguistic strategies of food advertising. An overview
2018
To achieve the major objectives of food promotion, several, specific promotional methods can be used to communicate with consumers for a particular product. The combination of these methods constitutes the promotion mix for that product. The four elements of the promotion mix are food advertising, personal selling, public relations, and sales promotion. For some food products, the companies use all elements, instead for others, they use only two or three elements. The advertising is a source of pictures, signs, symbols and linguistic buildings that send persuasive messages about a food product and creates overtones and influences the behavior by stimulating emotions of the existing and potential consumers. The strategies of advertising are: visual strategies (image, signifier and signified), verbal and written strategies (linguistic characteristics). This study shows some linguistic strategies (figurative language, sound techniques) of advertising and emphasizes their powerful influ...
Analysing persuasive marketing of ultra-processed foods on Brazilian television
International Journal of Public Health, 2020
Objectives This study investigated the use of persuasive advertising strategies in ultra-processed food (UPF) advertisements broadcast on the three most popular free-to-air television channels in Brazil. Methods The programming of the selected channels was recorded on eight non-consecutive days from April 2018 (6:00 am-12:00 am). Information from each advertising piece was collected through an electronic questionnaire based on the INFORMAS protocol. Food products were classified according to the NOVA classification system. Marketing strategies were investigated in UPF advertisements and stratified into three groups. Principal component analysis was used to identify patterns of strategies. Linear regression models were employed to investigate the association between the patterns and food groups. Results In total, 90.77% of the food-related advertisements contained at least one UPF, and 96% of them included one or more persuasive advertising strategies. Five advertising patterns were identified and associated with the UPF food groups. Conclusions The results showed that food advertising on Brazilian free television is marked by UPF, with the predominant use of persuasive advertising strategies, demonstrating a lack of enforcement of the current regulatory legislation in the country. Keywords Food marketing Á Advertising Á Persuasive communication Á Ultra-processed foods Á Food choice Á INFORMAS This article is part of the special issue ''Market-driven forces and Public Health''.
British Food Journal, 2018
Purpose The purpose of this paper is to perform a preliminary examination of informational and transformational advertising appeals in contemporary advertisements for healthy and unhealthy foods. Design/methodology/approach Western (European) food advertisements published in Belgian food magazines were content analyzed to identify informational and transformational advertising appeals. Belgian food advertising was selected as an adequate representation of Western (European) food advertising because marketing in Belgium is permeated by international influences (cf. Belgian Federal Government). Advertisements were sampled from three magazines over a period of five years, from January 2009 to December 2013. The sample comprised 325 unique advertisements, including 159 for healthy foods and 166 for unhealthy foods. Findings The results of the content analysis indicated that healthy food advertisements in Belgium are mainly informational, whereas unhealthy food advertisements are mainly ...
Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania
International Marketing Review, 2007
a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and differences in, personal uses of advertising, perceived socio-economic effects of jBWSc.t and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Maea'•••£• :: aims to identify the relative importance of the predictors of attitudes toward advertising •t tut ~*: :: untries.
2018
This paper aims at analyzing the stereotype of certain foods being associated with gender. It discusses how consumers are influenced by gender-specific food marketing. Food is gender-neutral, however, what we consume is heavily gendered. Food advertisers have conditioned us to think that salad is for women and steak is for men. Commercials have resulted in gender-segregated eating culture and bias in gender role distribution. If we really realize it, food advertising influences our choices and preference of food. It affects our role in the society telling us how to act and what to eat. This paper is developed based on a review of the literature on how food industries in developed countries use product package and advertisings (mostly commercials) as a tool to target their market and influence consumers’ preference of foods in relation to gender. Based on the analysis it was concluded that no matter how gender-neutral food is, advertisers brainwash consumers into thinking that food i...