a television advertising and child obesity
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A TELEVISION ADVERTISING AND CHILDOBESITY
Helder de Melo Moraes, Cristina Galamba Marreiro, Eneus Trindade BarretoFilho
To cite this version:Helder de Melo Moraes, Cristina Galamba Marreiro, Eneus Trindade Barreto Filho. A TELEVISIONADVERTISING AND CHILD OBESITY: Characteristics and literature review regarding the Braziliancontext. Revista Observatório, Universidade Federal do Tocantins, 2017, Por uma história pública:comunicação e ensino Abr-Jun 2017, 3 (2), pp.503-523. �10.20873/uft.2447-4266.2017v3n2p480�. �hal-01574407�
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
Cristina Galamba Marreiro
Eneus
ABSTRACT
Child obesity is a social problem iserious risks to people’s health andexpenses for treatments, obesity, which aggravates in adult ageadvertising commonly takes
1 Master in Communication and Market NOVA-Lisbon/ECA-USP. Email: 2 PhD by University Nova Lisboa3Bolsista Produtividade (PQ) Nível 2Publicidade e Propaganda pela Universidade Federal de Pernambuco, mestrado em Ciências da Comunicação pela Universidade de São Paulo, doutorado em Ciências da Comunicação pela Universidade de São Paulo, Pósde Portugal (2009) e [email protected]. 4 Endereço de contato dosComunicações e Artes, Departamento de Relações Públicas Propaganda e Turismo. AV. Prof. Lúcio Martins Rodrigues, 443, bloco3, CRP, sala 4,Cidade Universitária, CEP: 05508Paulo, SP, Brasil.
A TELEVISION
ADVERTISING AND CHILD
OBESITY: Characteristics
and literature review
regarding the Brazilian
context
Vol. 3, n. 2, Abril-Junho.
http://dx.doi.org/10.20873/uft.2447-4266.2017v3n2p503
Revista Observatório, Palmas, v. 3, n. 2, p. 503
Helder de Melo Moraes1
Cristina Galamba Marreiro2
Eneus Trindade Barreto Filho3, 4
Child obesity is a social problem in Brazil and all over the world.serious risks to people’s health and, although public administration provides expenses for treatments, leads the treatment of diseases derived from child obesity, which aggravates in adult age, to superlative expenses
commonly takes part of the blame for the bad eating habits of
Master in Communication and Market –Doctorate in Communication Management USP. Email: [email protected]. Nova Lisboa. E-mail: [email protected].
Bolsista Produtividade (PQ) Nível 2 CNPq. Possui graduação em Comunicação Social Publicidade e Propaganda pela Universidade Federal de Pernambuco, mestrado em Ciências da Comunicação pela Universidade de São Paulo, doutorado em Ciências da Comunicação pela Universidade de São Paulo, Pós- doutorado em Antropologia Visual pela Universidade Aberta de Portugal (2009) e Livre-docência em Ciências da Comunicação pela USP. E
os autores (por correio): Universidade de São Paulo, Escola de Comunicações e Artes, Departamento de Relações Públicas Propaganda e Turismo. AV. Prof. Lúcio Martins Rodrigues, 443, bloco3, CRP, sala 4,Cidade Universitária, CEP: 05508
A PUBLICIDADE NA TELEVISÃO E A OBESIDADE INFANTIL:
Características e revisão de literatura no contexto brasileiro
LA PUBLICIDAD EN
Y LA OBESIDAD INFANTIL: Características y revisión de la
literatura en el contexto brasileño
TELEVISION
ADVERTISING AND CHILD
OBESITY: Characteristics
and literature review
regarding the Brazilian
Junho. 2017
503-523, abr./jun. 2017
and all over the world. It brings , although public administration provides
leads the treatment of diseases derived from child , to superlative expenses. Food
part of the blame for the bad eating habits of
Doctorate in Communication Management – University
CNPq. Possui graduação em Comunicação Social Publicidade e Propaganda pela Universidade Federal de Pernambuco, mestrado em Ciências da Comunicação pela Universidade de São Paulo, doutorado em Ciências da Comunicação pela
utorado em Antropologia Visual pela Universidade Aberta docência em Ciências da Comunicação pela USP. E-mail:
Universidade de São Paulo, Escola de Comunicações e Artes, Departamento de Relações Públicas Propaganda e Turismo. AV. Prof. Lúcio Martins Rodrigues, 443, bloco3, CRP, sala 4,Cidade Universitária, CEP: 05508-900, São
A PUBLICIDADE NA TELEVISÃO E A OBESIDADE INFANTIL:
Características e revisão de literatura no contexto brasileiro
LA TELEVISIÓN Y LA OBESIDAD INFANTIL:
Características y revisión de la literatura en el contexto brasileño
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
children and, consequently, their overweight, due to the consumption of highly caloric products. This study aims to deepen the discussion about the relationship betweenobesity in the Brazilian context. It was selected the CAPES platform as the main source for research, once it is the platform of highest representability of Brazilian researchers. Finally, under the the demystification of advertising as directalso noticeable the emerging interest KEYWORDS: Child obesity; television; RESUMO
A obesidade infantil é um problema social no Brasil e em todo mundo, com sérios riscos à saúde das pessoas e com gastos superlativos disponibilizados pelo poder público no tratamento de doenças oriundas da obesidade infantil, com agravamento na idade adulta. Parte da culpa pelacrianças e, consequentepublicidade de alimentos, por induzicalóricos. Este estudo propõe o aprofundamento da discussão da relação da publicidade, veiculada na televisão, com a obesidade infantil, no contexto brasileiro. Selecionou-se a plataforma CAPES como fonte principal para a pesquisa, por se tratar da plataforma com maior representatividade de pesquisadores brasileiros. Por fim, à luz da revisão da ldesmistificação da publicidade como responsável direta pela obesidade infantil. Nota-se também o interesse emergente, sobre a midiatização como uma questão cultural. PALAVRAS-CHAVE: Omidiatização.
Vol. 3, n. 2, Abril-Junho.
http://dx.doi.org/10.20873/uft.2447-4266.2017v3n2p503
Revista Observatório, Palmas, v. 3, n. 2, p. 503
children and, consequently, their overweight, due to the idea of them the consumption of highly caloric products. This study aims to deepen the
relationship between television advertisements obesity in the Brazilian context. It was selected the CAPES platform as the main source for research, once it is the platform of highest representability of Brazilian researchers. Finally, under the light of literature review, one can notice the demystification of advertising as directly responsible for child obesity. It is also noticeable the emerging interest in mediatization as a cultural matter.
hild obesity; television; publicity for children; midiatiz
um problema social no Brasil e em todo mundo, com sérios riscos à saúde das pessoas e com gastos superlativos disponibilizados pelo poder público no tratamento de doenças oriundas da obesidade infantil, com agravamento na idade adulta. Parte da culpa pela má alimentação das
consequente, do excesso de peso, costuma ser atribuída à publicidade de alimentos, por induzi-las à ingestão de produtos altamente calóricos. Este estudo propõe o aprofundamento da discussão da relação da
ada na televisão, com a obesidade infantil, no contexto se a plataforma CAPES como fonte principal para a
pesquisa, por se tratar da plataforma com maior representatividade de pesquisadores brasileiros. Por fim, à luz da revisão da literatura, percebedesmistificação da publicidade como responsável direta pela obesidade infantil.
se também o interesse emergente, sobre a midiatização como uma
Obesidade infantil; televisão; publicidade infant
Junho. 2017
503-523, abr./jun. 2017
the idea of them inducing the consumption of highly caloric products. This study aims to deepen the
television advertisements and child obesity in the Brazilian context. It was selected the CAPES platform as the main source for research, once it is the platform of highest representability of
light of literature review, one can notice responsible for child obesity. It is ation as a cultural matter.
children; midiatization.
um problema social no Brasil e em todo mundo, com sérios riscos à saúde das pessoas e com gastos superlativos disponibilizados pelo poder público no tratamento de doenças oriundas da obesidade infantil,
má alimentação das , do excesso de peso, costuma ser atribuída à
las à ingestão de produtos altamente calóricos. Este estudo propõe o aprofundamento da discussão da relação da
ada na televisão, com a obesidade infantil, no contexto se a plataforma CAPES como fonte principal para a
pesquisa, por se tratar da plataforma com maior representatividade de iteratura, percebe-se a
desmistificação da publicidade como responsável direta pela obesidade infantil. se também o interesse emergente, sobre a midiatização como uma
besidade infantil; televisão; publicidade infantil;
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
RESUMEN
La obesidad infantil es un problema social en Brasil y en todo el mundo, con graves riesgos para la salud y el gasto superlativos humana proporcionada por el gobierno en el tratamiento de enfermedades que se originan en la infantil, con un empeoramiento en la edad adulta. Parte de la culpa de la mala nutrición de los niños y, en consecuencia, el sobrepeso, por lo general atribuido a la publicidad de alimentos, mediante la inducción a la ingesta de productos con alto contenido calórico. Este estudio propone la discusión adicional de la relación de la emisión de publicidad en la televisión, con la obesidad infantil en el contexto brasileño. Seleccionado para la plataforma de la CAPES como la principal fuente para la inrepresentativa de los investigadores brasileños. Por último, a la luz de la revisión de la literatura, vemos la desmitificación de la publicidad como el responsable directo de la obesidad infantil. También se observemergente en la cobertura de los medios como una cuestión cultural. PALABRAS CLAVE: Omediatización.
Recebido em: 26.01.2017. Aceito em: 26.03.2017. Publicado em: 01.04.2017.
Vol. 3, n. 2, Abril-Junho.
http://dx.doi.org/10.20873/uft.2447-4266.2017v3n2p503
Revista Observatório, Palmas, v. 3, n. 2, p. 503
La obesidad infantil es un problema social en Brasil y en todo el mundo, con graves riesgos para la salud y el gasto superlativos humana proporcionada por el gobierno en el tratamiento de enfermedades que se originan en la infantil, con un empeoramiento en la edad adulta. Parte de la culpa de la mala nutrición de los niños y, en consecuencia, el sobrepeso, por lo general atribuido a la publicidad de alimentos, mediante la inducción a la ingesta de productos
contenido calórico. Este estudio propone la discusión adicional de la relación de la emisión de publicidad en la televisión, con la obesidad infantil en el contexto brasileño. Seleccionado para la plataforma de la CAPES como la principal fuente para la investigación, ya que es la plataforma más representativa de los investigadores brasileños. Por último, a la luz de la revisión de la literatura, vemos la desmitificación de la publicidad como el responsable directo de la obesidad infantil. También se observemergente en la cobertura de los medios como una cuestión cultural.
Obesidad infantil; televisión; la publicidad infantil;
.01.2017. Aceito em: 26.03.2017. Publicado em: 01.04.2017.
Junho. 2017
503-523, abr./jun. 2017
La obesidad infantil es un problema social en Brasil y en todo el mundo, con graves riesgos para la salud y el gasto superlativos humana proporcionada por el gobierno en el tratamiento de enfermedades que se originan en la obesidad infantil, con un empeoramiento en la edad adulta. Parte de la culpa de la mala nutrición de los niños y, en consecuencia, el sobrepeso, por lo general atribuido a la publicidad de alimentos, mediante la inducción a la ingesta de productos
contenido calórico. Este estudio propone la discusión adicional de la relación de la emisión de publicidad en la televisión, con la obesidad infantil en el contexto brasileño. Seleccionado para la plataforma de la CAPES como la
vestigación, ya que es la plataforma más representativa de los investigadores brasileños. Por último, a la luz de la revisión de la literatura, vemos la desmitificación de la publicidad como el responsable directo de la obesidad infantil. También se observa el interés emergente en la cobertura de los medios como una cuestión cultural.
besidad infantil; televisión; la publicidad infantil;
.01.2017. Aceito em: 26.03.2017. Publicado em: 01.04.2017.
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
Introduction
The present articl
discussion about the influence of television communication as one of the
factors that favor the increase of child obesity. We know that many are the
strategies used by the media to “talk” to children, such as interactive games,
comic book stories and others, but th
receives the highest publicity
deepen the study on the
on TV in relation to the stimuli
high rate of Brazilian child obesity
selected published articles on the subject.
TV is the media that most enters Brazilian homes. The investment in television
(free and payed) in Brazil in 2015 was calculated around
representing more than all other medias put together, justifying
this media for the present
invested by companies in television advertising is understandable regarding the
fact that it is the most used
carried in 2014 by the Brazilia
aiming to know the media consumption hab
listened to 18.312 people in 848 municipalities,
and a questioner of75 questions
Brazilians watch television every day, proving that this is the most consumed
media in the country.
Obesity costs R$ 110 billion to Brazil. Once the
Product (GDP) in 2013 was R$ 4,8
represent around 2,4% of the GDP, according to an international study
Vol. 3, n. 2, Abril-Junho.
http://dx.doi.org/10.20873/uft.2447-4266.2017v3n2p503
Revista Observatório, Palmas, v. 3, n. 2, p. 503
The present article proposes a literature review aiming to deepen the
discussion about the influence of television communication as one of the
factors that favor the increase of child obesity. We know that many are the
media to “talk” to children, such as interactive games,
comic book stories and others, but the television still is the media
receives the highest publicity investment. The purpose of this research
study on the theme regarding the influence of advertisements aired
the stimuli of food consumption when confronted with the
high rate of Brazilian child obesity. For such objective, this work will go
published articles on the subject. According to Ibope Média
TV is the media that most enters Brazilian homes. The investment in television
(free and payed) in Brazil in 2015 was calculated around
n all other medias put together, justifying
the present study. The superlative sum of financial resources
invested by companies in television advertising is understandable regarding the
it is the most used among the communication means. A research was
carried in 2014 by the Brazilian Institute of Public Opinion and Statistics (IBOPE)
to know the media consumption habits of the Brazilian population. It
to 18.312 people in 848 municipalities, performed by 200 researchers
questions, resulting in the recognition that 65% of the
Brazilians watch television every day, proving that this is the most consumed
Obesity costs R$ 110 billion to Brazil. Once the Brazilian Gross Domestic
in 2013 was R$ 4,8 trillion, the expenses in regard of obesity
represent around 2,4% of the GDP, according to an international study
Junho. 2017
503-523, abr./jun. 2017
aiming to deepen the
discussion about the influence of television communication as one of the
factors that favor the increase of child obesity. We know that many are the
media to “talk” to children, such as interactive games,
e television still is the media which
this research is to
luence of advertisements aired
of food consumption when confronted with the
. For such objective, this work will go through
Média – 2015, the
TV is the media that most enters Brazilian homes. The investment in television
(free and payed) in Brazil in 2015 was calculated around R$ 42 billion,
n all other medias put together, justifying the choice of
study. The superlative sum of financial resources
invested by companies in television advertising is understandable regarding the
among the communication means. A research was
n Institute of Public Opinion and Statistics (IBOPE)
its of the Brazilian population. It
200 researchers
e recognition that 65% of the
Brazilians watch television every day, proving that this is the most consumed
Gross Domestic
trillion, the expenses in regard of obesity
represent around 2,4% of the GDP, according to an international study
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
conducted by McKinsey Global Institute. In this country obesity kills more than
smoking and it is the third item of a list of public health p
way on the economy, such as violent deaths and alcohol. The information is
found in an article released by G1 Portal in November 20
situation is other realities other than Brazil. Around the world 2,8% of all riches
are spent in coping with obesity,
obesity is nearly the same as that of diseases derived of tobacco or losses resulted
in consequence of armed conflicts. It is also as relevant as alcoholism and climate
changes.
Many are the researches that seek to relate child nourishment with the
influence of food advertising destined to kids in the period they stay in front of
TV in Brazil, but that does not mean that there is a direct influence. It is for this
reason that we propose an analysis that observes the relationship between
advertising and child obesity parting from a literature review that will make
possible to explain connections between advertising and child obesity in the
Brazilian context. However, before we get
aim to see the matter of obesity around the world.
important to study the communicative mediation of advertising, demystifying
its direct influence and locating its power of presence in cultur
corroborates for child obesity.
Childhood and Obesity
The period called c
twelve years old. From birth to one month of life one is called a newborn
5 Disponível em: <http://g1.globo.com/cienciabrasil-24-do-pib-diz-estudo.html>.
Vol. 3, n. 2, Abril-Junho.
http://dx.doi.org/10.20873/uft.2447-4266.2017v3n2p503
Revista Observatório, Palmas, v. 3, n. 2, p. 503
conducted by McKinsey Global Institute. In this country obesity kills more than
smoking and it is the third item of a list of public health problems that most
way on the economy, such as violent deaths and alcohol. The information is
released by G1 Portal in November 20th of 2014
situation is other realities other than Brazil. Around the world 2,8% of all riches
ent in coping with obesity, about R$ 5,2 trillion. The worldwide cost of
obesity is nearly the same as that of diseases derived of tobacco or losses resulted
in consequence of armed conflicts. It is also as relevant as alcoholism and climate
Many are the researches that seek to relate child nourishment with the
influence of food advertising destined to kids in the period they stay in front of
TV in Brazil, but that does not mean that there is a direct influence. It is for this
propose an analysis that observes the relationship between
advertising and child obesity parting from a literature review that will make
possible to explain connections between advertising and child obesity in the
Brazilian context. However, before we get into the format of this survey we will
aim to see the matter of obesity around the world. In every way it becomes
important to study the communicative mediation of advertising, demystifying
its direct influence and locating its power of presence in cultur
corroborates for child obesity.
Childhood and Obesity
The period called childhood is considered from eighteen m
birth to one month of life one is called a newborn
ttp://g1.globo.com/ciencia-e-saude/noticia/2014/11/obesidadeestudo.html>.
Junho. 2017
503-523, abr./jun. 2017
conducted by McKinsey Global Institute. In this country obesity kills more than
roblems that most
way on the economy, such as violent deaths and alcohol. The information is
of 20145. A similar
situation is other realities other than Brazil. Around the world 2,8% of all riches
worldwide cost of
obesity is nearly the same as that of diseases derived of tobacco or losses resulted
in consequence of armed conflicts. It is also as relevant as alcoholism and climate
Many are the researches that seek to relate child nourishment with the
influence of food advertising destined to kids in the period they stay in front of
TV in Brazil, but that does not mean that there is a direct influence. It is for this
propose an analysis that observes the relationship between
advertising and child obesity parting from a literature review that will make
possible to explain connections between advertising and child obesity in the
the format of this survey we will
In every way it becomes
important to study the communicative mediation of advertising, demystifying
its direct influence and locating its power of presence in culture which
hildhood is considered from eighteen months to
birth to one month of life one is called a newborn, and
saude/noticia/2014/11/obesidade-ja-custa-ao-
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
from the second month
the World Health Organization (WHO) a person is considered obese when its
mass body index is superior to 30 kg/m
someone’s weight by the square number of one’s height (YANOWSKI, 2014).
obese childhood can occur due to many reasons: from heredit
lifestyle, from modern life to idleness and lack of exercise,
relationship between food advertising and the media. According to Trindade
(2012) the persuasive and sed
propitiate fruition and even to enrich the
through arguments and very sophisticated poetical constructions, because
fictional aspect advertising is free to build its
excessive time period spent in front of TV we can number diverse life habits that
transform themselves in cultural factors, which favor the increase of child
obesity rates, such as the habit of eating
Modern life, specially in big cities, demands that parents spend a long
time out of their home, leaving children opened to prostrate themselves to
television as the only option of leisure, once the streets are no longer a safe
place for children’s playtime. While they watch TV, they are likely to consume
diverse types of food as they watch their favorite shows. Idleness and lack of
exercise are a result of a cultural process that installed itself in the Brazilian
family due to the reasons spoke of
In the United States show themselves worried about how fast obesity has
increased in the last decades, specially
country spends about 150 billion dollars each year in treatments of diseases
related to obesity. The researches about consumption and family wages of food
before focused in economical conceptions now adopted new persp
Vol. 3, n. 2, Abril-Junho.
http://dx.doi.org/10.20873/uft.2447-4266.2017v3n2p503
Revista Observatório, Palmas, v. 3, n. 2, p. 503
month to the eighteenth month it is called baby. According to
the World Health Organization (WHO) a person is considered obese when its
mass body index is superior to 30 kg/m2.This number is obtained by dividing
someone’s weight by the square number of one’s height (YANOWSKI, 2014).
obese childhood can occur due to many reasons: from heredit
lifestyle, from modern life to idleness and lack of exercise, maybe
relationship between food advertising and the media. According to Trindade
the persuasive and seductive speech of publicity makes possible
propitiate fruition and even to enrich the thinking of individuals
through arguments and very sophisticated poetical constructions, because
advertising is free to build its real effects. In addition to the
excessive time period spent in front of TV we can number diverse life habits that
transform themselves in cultural factors, which favor the increase of child
obesity rates, such as the habit of eating merely for fun (BAADER, 2015).
Modern life, specially in big cities, demands that parents spend a long
time out of their home, leaving children opened to prostrate themselves to
television as the only option of leisure, once the streets are no longer a safe
playtime. While they watch TV, they are likely to consume
diverse types of food as they watch their favorite shows. Idleness and lack of
exercise are a result of a cultural process that installed itself in the Brazilian
family due to the reasons spoke of above.
In the United States show themselves worried about how fast obesity has
increased in the last decades, specially concerning kids and young adults. The
country spends about 150 billion dollars each year in treatments of diseases
related to obesity. The researches about consumption and family wages of food
before focused in economical conceptions now adopted new persp
Junho. 2017
503-523, abr./jun. 2017
it is called baby. According to
the World Health Organization (WHO) a person is considered obese when its
.This number is obtained by dividing
someone’s weight by the square number of one’s height (YANOWSKI, 2014). An
obese childhood can occur due to many reasons: from heredity to sedentary
maybe even the
relationship between food advertising and the media. According to Trindade
publicity makes possible to
of individuals. This happens
through arguments and very sophisticated poetical constructions, because in its
real effects. In addition to the
excessive time period spent in front of TV we can number diverse life habits that
transform themselves in cultural factors, which favor the increase of child
, 2015).
Modern life, specially in big cities, demands that parents spend a long
time out of their home, leaving children opened to prostrate themselves to
television as the only option of leisure, once the streets are no longer a safe
playtime. While they watch TV, they are likely to consume
diverse types of food as they watch their favorite shows. Idleness and lack of
exercise are a result of a cultural process that installed itself in the Brazilian
In the United States show themselves worried about how fast obesity has
concerning kids and young adults. The
country spends about 150 billion dollars each year in treatments of diseases
related to obesity. The researches about consumption and family wages of food
before focused in economical conceptions now adopted new perspectives and
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
gained space in marketing discussions. In this sense, considering consumption
as a way of expressing values, it is possible to verify the celebration of its
relationship with society, also taking notice of cultural and ideological aspects
of consumption should be studied
childhood the possibilities of consumption are very limited, considering their
restricted cognitive aptitudes and their smaller universe, in which the interest
centers are not so varied
children are a constantly aimed target of food product companies.
The study published in the magazine
effects of television and Internet food advertising on parent and
shows that there are growing worries
been contributing for the epidemic obesity which has affected negatively
individuals and societies. Hence, one can foresee that health care will run out
the health budgets of nations (PETTIGREW, SIMONE, TARABASHKINA, ROBERTS,
QUESTER, CHAPMAN, MILLER & CAROLINE, 2013). In most of the countries
children’s life is very similar, in other words this means their routine is built as
part of the day at school, too much time at hom
UNICEF data – “United Nations Children’s Fund”
children from 0 to 5 years in the last 25 years around the world. See the figure
below [with the purpose of not altering the original graphic, it is p
original language, in Portuguese; the translation and explanation is found in
reference below]:
Vol. 3, n. 2, Abril-Junho.
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Revista Observatório, Palmas, v. 3, n. 2, p. 503
gained space in marketing discussions. In this sense, considering consumption
as a way of expressing values, it is possible to verify the celebration of its
relationship with society, also taking notice of cultural and ideological aspects
nsumption should be studied LEÃO, MELLO & FREITAS, 2011
childhood the possibilities of consumption are very limited, considering their
restricted cognitive aptitudes and their smaller universe, in which the interest
centers are not so varied and also their lack of financial resources. Although,
children are a constantly aimed target of food product companies.
The study published in the magazine Public Health Nutrition
effects of television and Internet food advertising on parent and
shows that there are growing worries considering that food advertising has
been contributing for the epidemic obesity which has affected negatively
individuals and societies. Hence, one can foresee that health care will run out
of nations (PETTIGREW, SIMONE, TARABASHKINA, ROBERTS,
QUESTER, CHAPMAN, MILLER & CAROLINE, 2013). In most of the countries
children’s life is very similar, in other words this means their routine is built as
part of the day at school, too much time at home and little playing outdoors.
“United Nations Children’s Fund”- point to obesity growth in
children from 0 to 5 years in the last 25 years around the world. See the figure
[with the purpose of not altering the original graphic, it is p
original language, in Portuguese; the translation and explanation is found in
Junho. 2017
503-523, abr./jun. 2017
gained space in marketing discussions. In this sense, considering consumption
as a way of expressing values, it is possible to verify the celebration of its
relationship with society, also taking notice of cultural and ideological aspects
LEÃO, MELLO & FREITAS, 2011. In early
childhood the possibilities of consumption are very limited, considering their
restricted cognitive aptitudes and their smaller universe, in which the interest
also their lack of financial resources. Although,
Public Health Nutrition called “The
effects of television and Internet food advertising on parent and children”
that food advertising has
been contributing for the epidemic obesity which has affected negatively
individuals and societies. Hence, one can foresee that health care will run out
of nations (PETTIGREW, SIMONE, TARABASHKINA, ROBERTS,
QUESTER, CHAPMAN, MILLER & CAROLINE, 2013). In most of the countries
children’s life is very similar, in other words this means their routine is built as
e and little playing outdoors.
point to obesity growth in
children from 0 to 5 years in the last 25 years around the world. See the figure
[with the purpose of not altering the original graphic, it is placed in its
original language, in Portuguese; the translation and explanation is found in
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Figure 1: Incidence of obesity in children between 0 to 5 years old around the worldMedidas para combater a obesidade infantile
Child obesity in Brazil
In Brazil the obesity is increasing among the population in general, but
there is a special concern over kids and young adults,
interest of researchers and companies on the theme “consumption and
children”. According to Claro, Menconi and Loreto (2012), this group gained
importance in the last decades and the companies related to this segment have
6 Map of obesity incidence in children between 0 to 5 years around the world. The lighter colorrepresents registered data on obese children, while the number related to year 2015 was a prevision. The graphic is divided in Developped countries (North America, Europe, New Zealand and Japan); Latin America and Caribbean; Africa; Asia; and Oceania. Theaverage, along the 25 years referred to in the graphic study, which2015. 7 Available in: http://brasildebate.com.br/medidas
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Figure 1: Incidence of obesity in children between 0 to 5 years old around the worldMedidas para combater a obesidade infantile – Brasil Debate7
In Brazil the obesity is increasing among the population in general, but
there is a special concern over kids and young adults, reason for the growing
interest of researchers and companies on the theme “consumption and
children”. According to Claro, Menconi and Loreto (2012), this group gained
importance in the last decades and the companies related to this segment have
Map of obesity incidence in children between 0 to 5 years around the world. The lighter colorrepresents registered data on obese children, while the number related to year 2015 was a prevision. The graphic is divided in Developped countries (North America, Europe, New Zealand and Japan); Latin America and Caribbean; Africa; Asia; and Oceania. There is also a global average, along the 25 years referred to in the graphic study, which began in 19
http://brasildebate.com.br/medidas-para-combater-a-obesidade
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Figure 1: Incidence of obesity in children between 0 to 5 years old around the world6 Reference:
7
In Brazil the obesity is increasing among the population in general, but
reason for the growing
interest of researchers and companies on the theme “consumption and
children”. According to Claro, Menconi and Loreto (2012), this group gained
importance in the last decades and the companies related to this segment have
Map of obesity incidence in children between 0 to 5 years around the world. The lighter color represents registered data on obese children, while the number related to year 2015 was a prevision. The graphic is divided in Developped countries (North America, Europe, New Zealand
re is also a global in 1980 and ended in
obesidade-infantil/.
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been investing more in customizing
target group. Child obesity in Brazil grows each day and diseases caused by
obesity in children appear more strongly during the adult years. It is estimated
that the country spends annually R$ 25.817.762,98 on treat
related to obesity (MOZZOCCANTE, MORAES & CAMPBELL, 2012).
Considering its regions, the Southeast region
highest concentration of overweight children, followed by
while North and Northeast
by IBGE in 2015 detected that obesity is more frequent in boys. The following
graphic gives more details about the research.
Figure 2: Child obesity and overweight in Brazilian children
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been investing more in customizing products addressed to the needs of this
target group. Child obesity in Brazil grows each day and diseases caused by
obesity in children appear more strongly during the adult years. It is estimated
that the country spends annually R$ 25.817.762,98 on treatments of diseases
related to obesity (MOZZOCCANTE, MORAES & CAMPBELL, 2012).
onsidering its regions, the Southeast region of Brazil is the one with
highest concentration of overweight children, followed by Midwest
while North and Northeast have the lowest rates in the country. A study
by IBGE in 2015 detected that obesity is more frequent in boys. The following
graphic gives more details about the research.
Figure 2: Child obesity and overweight in Brazilian children Reference: Elaborated by author.
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products addressed to the needs of this
target group. Child obesity in Brazil grows each day and diseases caused by
obesity in children appear more strongly during the adult years. It is estimated
ments of diseases
related to obesity (MOZZOCCANTE, MORAES & CAMPBELL, 2012).
is the one with
Midwest and South,
rates in the country. A study carried
by IBGE in 2015 detected that obesity is more frequent in boys. The following
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Child obesity and the contemporary age
Contemporary age
the relationship between time and space,
attributions of women –
food in the family –, marketing, and others. As the eating habits have been
molded to fit the accelerated rhythm of our daily routine, chil
exposed earlier to this kind of food also due to the great number of
advertisements which have influenced negatively their food choices.
Thus, through this media, they can formulate an inadequate conception
of what is healthy food. Many are
one like them (ALMEIDA, 2002).
In this sense, one can say that communication media has a significant
impact on people’s life. However, this does not let us affirm specifically that the
type of vehicle or media used is responsible for child obesity.
A survey performed in 2014 by Golden, Henessy, Dean and Hollywood,
shows that the knowledge of the food brands is a previous factor to the buying
request of the kids. The research also showed that the children gr
and 6 years old chooses food and drink almost naturally after having contact
with de product’s publicity in television.
Techniques and Proceedings of Data Collecting
The study is a retrospective descriptive study
articles, dissertations and thesis
Science and CAPES Portal of periodicals
Among the platforms consulted CAPES was chosen
aim of this goal is to contemplate
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obesity and the contemporary age
ontemporary age is marked by factors such as urbanization, changes in
onship between time and space, growth of industrialization, multiple
– who still has a central role in the care of health and
, marketing, and others. As the eating habits have been
molded to fit the accelerated rhythm of our daily routine, children are being
exposed earlier to this kind of food also due to the great number of
advertisements which have influenced negatively their food choices.
Thus, through this media, they can formulate an inadequate conception
of what is healthy food. Many are the times when kids interact with television as
them (ALMEIDA, 2002).
In this sense, one can say that communication media has a significant
impact on people’s life. However, this does not let us affirm specifically that the
dia used is responsible for child obesity.
A survey performed in 2014 by Golden, Henessy, Dean and Hollywood,
shows that the knowledge of the food brands is a previous factor to the buying
request of the kids. The research also showed that the children gr
and 6 years old chooses food and drink almost naturally after having contact
with de product’s publicity in television.
Techniques and Proceedings of Data Collecting
The study is a retrospective descriptive study performed by the survey of
articles, dissertations and thesis available in the platforms Scielo, Google
and CAPES Portal of periodicals – Education and Culture Ministry (MEC).
Among the platforms consulted CAPES was chosen as our source because the
aim of this goal is to contemplate the Brazilian context. For having such
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urbanization, changes in
growth of industrialization, multiple
who still has a central role in the care of health and
, marketing, and others. As the eating habits have been
dren are being
exposed earlier to this kind of food also due to the great number of
advertisements which have influenced negatively their food choices.
Thus, through this media, they can formulate an inadequate conception
the times when kids interact with television as
In this sense, one can say that communication media has a significant
impact on people’s life. However, this does not let us affirm specifically that the
A survey performed in 2014 by Golden, Henessy, Dean and Hollywood,
shows that the knowledge of the food brands is a previous factor to the buying
request of the kids. The research also showed that the children group between 4
and 6 years old chooses food and drink almost naturally after having contact
by the survey of
Scielo, Google
Education and Culture Ministry (MEC).
as our source because the
the Brazilian context. For having such
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research done, each keyword was used isolated and we foun
publications in the period of 2005 to 2015. Inside this total it was verified, 472
publications with the term “television”, 342 publications carrying the term “child
obesity”, 33 publications with the term “publicity for children” and 61
publications having written the term “mediatization”.
Figure 3: CAPES publications 2005
After this survey, the
least two of the keywords and with a textual context that would be simila
the proposal of deepening
child obesity. With all this parameters, the number was reduced to 34
publications by CAPES, published in the period between 2005 and 2015, and
among those 24 were selected following the criteria of having a similar line of
subject and interest of the research
The keywords used for the search were: child obesity, television, publicity
for children, and mediatization. The graphic below registers the theoretical
scenario:
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research done, each keyword was used isolated and we foun
publications in the period of 2005 to 2015. Inside this total it was verified, 472
tions with the term “television”, 342 publications carrying the term “child
obesity”, 33 publications with the term “publicity for children” and 61
publications having written the term “mediatization”.
Figure 3: CAPES publications 2005-2015 Reference: Elaborated by author.
After this survey, the search was narrowed to publications that have at
least two of the keywords and with a textual context that would be simila
the proposal of deepening the discussion about the influence of publicity in
obesity. With all this parameters, the number was reduced to 34
publications by CAPES, published in the period between 2005 and 2015, and
among those 24 were selected following the criteria of having a similar line of
subject and interest of the researcher.
The keywords used for the search were: child obesity, television, publicity
for children, and mediatization. The graphic below registers the theoretical
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research done, each keyword was used isolated and we found 1.131
publications in the period of 2005 to 2015. Inside this total it was verified, 472
tions with the term “television”, 342 publications carrying the term “child
obesity”, 33 publications with the term “publicity for children” and 61
search was narrowed to publications that have at
least two of the keywords and with a textual context that would be similar to
the discussion about the influence of publicity in
obesity. With all this parameters, the number was reduced to 34
publications by CAPES, published in the period between 2005 and 2015, and
among those 24 were selected following the criteria of having a similar line of
The keywords used for the search were: child obesity, television, publicity
for children, and mediatization. The graphic below registers the theoretical
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Figure 4: Graphic of the Subtypes Study
The next step of the research investigated the “subtypes” of studies
parting from the keywords, aiming to list publications that used the terms
“media and childhood” along with “child obesity”. Finally, a survey of works
will be presented, which correlate child obe
enrich the reflection on the subject. It should be highlighted that there is no
overlapping on the investigations, but an i
Discussion
The discussion about the theme is
having many authors defending antagonistic and complementary
positionsdepending on the result of the research. However, the researches
which include mediatization as a process that intermediates the cultural
relationship of men and the media
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Figure 4: Graphic of the Subtypes Study Reference: Elaborated by author.
step of the research investigated the “subtypes” of studies
parting from the keywords, aiming to list publications that used the terms
” along with “child obesity”. Finally, a survey of works
will be presented, which correlate child obesity with media and childhood to
enrich the reflection on the subject. It should be highlighted that there is no
overlapping on the investigations, but an idea of complementing the survey
discussion about the theme is polemic as much as
authors defending antagonistic and complementary
positionsdepending on the result of the research. However, the researches
include mediatization as a process that intermediates the cultural
relationship of men and the media deserve closer attention. Hjavard (2011)
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step of the research investigated the “subtypes” of studies
parting from the keywords, aiming to list publications that used the terms
” along with “child obesity”. Finally, a survey of works
sity with media and childhood to
enrich the reflection on the subject. It should be highlighted that there is no
dea of complementing the survey.
much as it is intense,
authors defending antagonistic and complementary
positionsdepending on the result of the research. However, the researches
include mediatization as a process that intermediates the cultural
attention. Hjavard (2011)
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affirms that media has been studied in society separate
attitude might cause some trouble to
Studies about the advertising message gains one more
the view of authors who defend that mediatization can affect the message
intervening greatly in the comprehension between
The study developed by Cinira
food products for children mat
strategy of stimuli to the
have been a great target of propaganda since they have a considerable
influence in the decision of parents’s shopping. Th
investing in media that aim
influencer for food product shopping decisions
CALADO, MACÊDO, CASSIMIRO & CALAZANS, 2012). According to Vinícius
Guimaraes Carneiro (2007), child obesity is mainly caused by the lack of
exercising habits combined with
groups between kids. In other words, to be accepted in the group of friends it is
fundamental to be equaled in the consump
Golden, Hennessy, Dean and Hollywood (
food brands comes before the shopping
article, Danielle Vieira discusses the ethical matter
of advertising production for television
the child’s condition as a consumer. The author also defends the preservation of
principles in the formation of the kid.
California more than 120 empiric studies about the
for children were documented
fairly well successful. On the other hand, the exposition of
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affirms that media has been studied in society separately from culture, and such
itude might cause some trouble to the understanding of its messages.
about the advertising message gains one more ingredien
the view of authors who defend that mediatization can affect the message
intervening greatly in the comprehension between counterparts.
udy developed by Cinira Baader (2015) suggests that the brands of
food products for children materialize themselves using the entertainment as a
strategy of stimuli to the idea of food ingestion for fun. It also says that children
have been a great target of propaganda since they have a considerable
influence in the decision of parents’s shopping. Thus, companies have been
that aim to create a culture in which the chil
influencer for food product shopping decisions in the family (MENDES,
CALADO, MACÊDO, CASSIMIRO & CALAZANS, 2012). According to Vinícius
o (2007), child obesity is mainly caused by the lack of
combined with the mediatic pattern required by acquaintance
groups between kids. In other words, to be accepted in the group of friends it is
fundamental to be equaled in the consumption of food. A study carried by
, Hennessy, Dean and Hollywood (2014) revealed that the knowledge of
food brands comes before the shopping child request for a food product.
a discusses the ethical matter suggesting that the increase
advertising production for television aimed at children are directly related to
condition as a consumer. The author also defends the preservation of
principles in the formation of the kid. A research performed in the U
more than 120 empiric studies about the effects of marketing in food
were documented, taking us to conclude that food advertising is
fairly well successful. On the other hand, the exposition of a child to television
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from culture, and such
messages.
ingredient under
the view of authors who defend that mediatization can affect the message
Baader (2015) suggests that the brands of
erialize themselves using the entertainment as a
. It also says that children
have been a great target of propaganda since they have a considerable
us, companies have been
to create a culture in which the child become the
in the family (MENDES,
CALADO, MACÊDO, CASSIMIRO & CALAZANS, 2012). According to Vinícius
o (2007), child obesity is mainly caused by the lack of
the mediatic pattern required by acquaintance
groups between kids. In other words, to be accepted in the group of friends it is
A study carried by
2014) revealed that the knowledge of
a food product. In her
ting that the increase
children are directly related to
condition as a consumer. The author also defends the preservation of
research performed in the University of
effects of marketing in food
us to conclude that food advertising is
child to television
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food advertising is positively associated with its preferences and requests of
food products which have been promoted (CASTONGUAY, 2014).
To Boyland & Halford (2013), advertising acts combined with other types
of mediatization. The use of advertising is freq
strategies or substituted, when restricted, by another technique of
communication and marketing for TV or other media vehicles. In another recent
study, it is verified that children are important targets for the marketing of the
food industry, because they have the power t
taking to the conclusion that TV and food publicity influence in the moment of
the choice which determines the brand of the food product and the food
behavior of children (BOYLAND,
kids and young adults not only have fun, but are also exposed to brand
publicities, and this favors the advertiser’s work, who creates a need for the
product by exaggeratedly complementing it (UEDA, PORTO &
2015).
Baader (2015) held a research having as an object the contexts and
processes of mediatization and expressivity of the brands which were
materialized by the tendency of entertainment in the combination of food
fun. This was done by
possibilities of senses for the practices of consumption and eating habits of kids
in their everyday life. One can note in the discussion a plurality of hypothesis
about the relationship between television a
health field and in communication field. In both areas
lifestyle of the kids is common among the researched issues, especially in
relation to television. The authors who compos
in their points of view. However
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d advertising is positively associated with its preferences and requests of
food products which have been promoted (CASTONGUAY, 2014).
Halford (2013), advertising acts combined with other types
of mediatization. The use of advertising is frequently combined with other
strategies or substituted, when restricted, by another technique of
communication and marketing for TV or other media vehicles. In another recent
study, it is verified that children are important targets for the marketing of the
food industry, because they have the power to influence in family shopping,
taking to the conclusion that TV and food publicity influence in the moment of
the choice which determines the brand of the food product and the food
behavior of children (BOYLAND, HALFORD, 2013). When they watch television,
kids and young adults not only have fun, but are also exposed to brand
and this favors the advertiser’s work, who creates a need for the
product by exaggeratedly complementing it (UEDA, PORTO & VASCONCELOS,
Baader (2015) held a research having as an object the contexts and
processes of mediatization and expressivity of the brands which were
materialized by the tendency of entertainment in the combination of food
fun. This was done by exploring and analyzing its signic elements and
possibilities of senses for the practices of consumption and eating habits of kids
in their everyday life. One can note in the discussion a plurality of hypothesis
about the relationship between television advertising and child obesity, both in
health field and in communication field. In both areas the observance of the
is common among the researched issues, especially in
relation to television. The authors who compose this literature re
in their points of view. However they do not present an exact measurement of
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d advertising is positively associated with its preferences and requests of
Halford (2013), advertising acts combined with other types
uently combined with other
strategies or substituted, when restricted, by another technique of
communication and marketing for TV or other media vehicles. In another recent
study, it is verified that children are important targets for the marketing of the
o influence in family shopping,
taking to the conclusion that TV and food publicity influence in the moment of
the choice which determines the brand of the food product and the food
When they watch television,
kids and young adults not only have fun, but are also exposed to brand
and this favors the advertiser’s work, who creates a need for the
VASCONCELOS,
Baader (2015) held a research having as an object the contexts and
processes of mediatization and expressivity of the brands which were
materialized by the tendency of entertainment in the combination of food-and-
exploring and analyzing its signic elements and
possibilities of senses for the practices of consumption and eating habits of kids
in their everyday life. One can note in the discussion a plurality of hypothesis
dvertising and child obesity, both in
the observance of the
is common among the researched issues, especially in
literature review are close
they do not present an exact measurement of
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the influence of food advertising in child obesity
factors that deserves close attention
Although the investigation
resounds globally. The graphic below confirms the importance of this theme
showing a significant percentage of publications in many languages, what
makes us believe that the interest go
the world and confirms the need of following the investigation of this matter.
Figures 4, 5, 6 and 7: Comparative graphics of articles using the words “child obesity”, “advertising for children”, “mediatizatio
The discussion presented here showed itself avid to get deeper in themes
related to the main theme and to get into works which have similar keywords to
those used in the main research. For this purpose,
obesity that carry the terms “
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the influence of food advertising in child obesity, they do signal it as one of the
factors that deserves close attention among the diverse causes of such disease.
Although the investigation focuses the Brazilian context, the subject
resounds globally. The graphic below confirms the importance of this theme
showing a significant percentage of publications in many languages, what
makes us believe that the interest goes beyond geographical borders all over
the world and confirms the need of following the investigation of this matter.
Figures 4, 5, 6 and 7: Comparative graphics of articles using the words “child obesity”, “advertising for children”, “mediatization”, “television”
Reference: Elaborated by author.
The discussion presented here showed itself avid to get deeper in themes
related to the main theme and to get into works which have similar keywords to
those used in the main research. For this purpose, publications about child
obesity that carry the terms “media and childhood” were also investigate
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they do signal it as one of the
the diverse causes of such disease.
the Brazilian context, the subject
resounds globally. The graphic below confirms the importance of this theme
showing a significant percentage of publications in many languages, what
es beyond geographical borders all over
the world and confirms the need of following the investigation of this matter.
Figures 4, 5, 6 and 7: Comparative graphics of articles using the words “child obesity”,
The discussion presented here showed itself avid to get deeper in themes
related to the main theme and to get into works which have similar keywords to
publications about child
” were also investigated,
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considering that such terms are “subtypes” of study part
child obesity, television, publicity for children and mediatization.
Figure 8: Publications about child obesity including “media” and “childhood” from 2005
Aiming a detailed and clear understanding
classified as “subtypes” in the works available from 2005 to
investigate child obesity relating the words “
to identify the types of publications following the sequence: type, year of
publication, study area, methodology used, grouping of keywords, and
languages in which the publication is available. We can notice that the largest
part of the publications is formed by articles, followed by thesis; also, the period
from 2008 to 2010, followed by the period from 2011 to 2013, are those in
which the theme of child obesity grows i
considering the number of publications. It is curious, though, to observe that
the area of Education overlaps those of Communication and Health. Regarding
the methodology the most used was qualitative research. Another interes
detail is that when added the words “child obesity” and “TV” to the words
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considering that such terms are “subtypes” of study parting from the keywords:
publicity for children and mediatization.
Figure 8: Publications about child obesity including “media” and “childhood” from 2005Reference: Elaborated by author.
a detailed and clear understanding about the publications
classified as “subtypes” in the works available from 2005 to
investigate child obesity relating the words “media and childhood
to identify the types of publications following the sequence: type, year of
publication, study area, methodology used, grouping of keywords, and
publication is available. We can notice that the largest
is formed by articles, followed by thesis; also, the period
from 2008 to 2010, followed by the period from 2011 to 2013, are those in
which the theme of child obesity grows in terms of academic interest
considering the number of publications. It is curious, though, to observe that
the area of Education overlaps those of Communication and Health. Regarding
the methodology the most used was qualitative research. Another interes
detail is that when added the words “child obesity” and “TV” to the words
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from the keywords:
Figure 8: Publications about child obesity including “media” and “childhood” from 2005-2015
the publications
classified as “subtypes” in the works available from 2005 to 2015 that
media and childhood”, we sought
to identify the types of publications following the sequence: type, year of
publication, study area, methodology used, grouping of keywords, and
publication is available. We can notice that the largest
is formed by articles, followed by thesis; also, the period
from 2008 to 2010, followed by the period from 2011 to 2013, are those in
n terms of academic interest
considering the number of publications. It is curious, though, to observe that
the area of Education overlaps those of Communication and Health. Regarding
the methodology the most used was qualitative research. Another interesting
detail is that when added the words “child obesity” and “TV” to the words
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“media” and “childhood” the number of articles increases greatly. The graphic
below presents this detailed survey.
Figure 9:
It is believed through this methodology
faithfully the literature review that approaches the
as we aimed to visit the universe of the literary production of related areas
without getting too far from the direction that guides the main research which
is the “Advertising in television and Child Obesity”. This caution is needed so
that there is no confusion in the understanding of the central theme of this
study and especially to elevate the level of this discussion and reflection about
the mediatization as a cultural process.
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“media” and “childhood” the number of articles increases greatly. The graphic
below presents this detailed survey.
Figure 9: Comparative Graphic of the Subtypes Reference: Elaborated by author.
through this methodology one is able to investigate more
faithfully the literature review that approaches the central theme of this study,
as we aimed to visit the universe of the literary production of related areas
thout getting too far from the direction that guides the main research which
is the “Advertising in television and Child Obesity”. This caution is needed so
that there is no confusion in the understanding of the central theme of this
o elevate the level of this discussion and reflection about
the mediatization as a cultural process.
Junho. 2017
503-523, abr./jun. 2017
“media” and “childhood” the number of articles increases greatly. The graphic
one is able to investigate more
central theme of this study,
as we aimed to visit the universe of the literary production of related areas
thout getting too far from the direction that guides the main research which
is the “Advertising in television and Child Obesity”. This caution is needed so
that there is no confusion in the understanding of the central theme of this
o elevate the level of this discussion and reflection about
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
Final Considerations
Summarizing all we discusses so far, there are academic studies of
diverse areas which show great interest in the investigation
the influence of advertisements promoted on TV on
specialists from the Health field base their
suggest that kids who see more advertisements on TV have a bigger tendency
to be obese, for some reasons
television.
However, regarding
methods previously explained (crossing of keywords), few are the works which
target mediatization as a theme, al
interest in the subject. Through the literature review perf
investigative work we could notice that there is a gap in the studies about child
obesity due to the non
affects the population in general, including kids
and dissertations it was also possible to notice that the media is not only used
as a whim to men. Television, for example, composes the institutions which
form society, such as the family. Part of the media influence in the population’s
lifestyle happens because it is part of a whole that relates itself with other parts
of society, such as politics, publicity, religion, demonstrating that the
mediatization process influences all other institutions.
It also should be highlighted that besides its content the message carries
the impact of the chosen
effect of what was said is partly context
In politics for example, the spectacle in which election disputes
reality show is a phenomena
Vol. 3, n. 2, Abril-Junho.
http://dx.doi.org/10.20873/uft.2447-4266.2017v3n2p503
Revista Observatório, Palmas, v. 3, n. 2, p. 503
Summarizing all we discusses so far, there are academic studies of
diverse areas which show great interest in the investigation about the theme of
dvertisements promoted on TV on child obesity. Some
specialists from the Health field base their researches in empirical studies to
suggest that kids who see more advertisements on TV have a bigger tendency
reasons such as the idle time they spend in front of the
regarding the studies here presented by the procedural
methods previously explained (crossing of keywords), few are the works which
atization as a theme, although there is a noticeable
interest in the subject. Through the literature review performed in this
we could notice that there is a gap in the studies about child
non inclusion of mediatization as a cultura
tion in general, including kids. By the survey of articles, thesis
and dissertations it was also possible to notice that the media is not only used
as a whim to men. Television, for example, composes the institutions which
form society, such as the family. Part of the media influence in the population’s
lifestyle happens because it is part of a whole that relates itself with other parts
of society, such as politics, publicity, religion, demonstrating that the
rocess influences all other institutions.
It also should be highlighted that besides its content the message carries
chosen communication media in which it is aired
effect of what was said is partly contextualized or decontextualized
for example, the spectacle in which election disputes look more like a
phenomena that happens only because of the
Junho. 2017
503-523, abr./jun. 2017
Summarizing all we discusses so far, there are academic studies of
about the theme of
child obesity. Some
in empirical studies to
suggest that kids who see more advertisements on TV have a bigger tendency
the idle time they spend in front of the
the studies here presented by the procedural
methods previously explained (crossing of keywords), few are the works which
noticeable growth of
ormed in this
we could notice that there is a gap in the studies about child
inclusion of mediatization as a cultural process that
By the survey of articles, thesis
and dissertations it was also possible to notice that the media is not only used
as a whim to men. Television, for example, composes the institutions which
form society, such as the family. Part of the media influence in the population’s
lifestyle happens because it is part of a whole that relates itself with other parts
of society, such as politics, publicity, religion, demonstrating that the
It also should be highlighted that besides its content the message carries
in which it is aired, thus the
contextualized in such way.
look more like a
the mediatization.
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
However, in the point of view of
more connected to the lack of exercise, sedentary lifestyle and parental absence.
Many are the studies performed about the subject,
understandable due to the importance of the theme in Brazil and around the
globe, parting from the assumption that evil goes through multifactor reasons.
This premise holds
of the influences that lead to child obesity. This multiple causes hide important
factors such as the cultural process o
by television, at least looking at the
kids. As was revealed by
with television is an intrinsic factor to the
of cultural factors. There are scarce investigations
those identified are still in an initial phase and can be enriched by new
researchers which are available to build paths looking through
aiming to reach answers to the causes of child obesity, adding to the performed
studies the mediatization as a strand rich in arguments of investigation to
demystify the one-sidedness that points publicity as the main cause of child
obesity.
On the other hand, considering the influence of publicity over its viewers,
perhaps it could be the mainspring in bringing a conscious thought about more
healthy habits in the consumption of food by children. However, that is another
discussion which can begin a new research work, aiming to find a new role for
publicity in eating habits awareness.
Vol. 3, n. 2, Abril-Junho.
http://dx.doi.org/10.20873/uft.2447-4266.2017v3n2p503
Revista Observatório, Palmas, v. 3, n. 2, p. 503
However, in the point of view of the industry, the problem of obesity
more connected to the lack of exercise, sedentary lifestyle and parental absence.
Many are the studies performed about the subject, and this scenario
the importance of the theme in Brazil and around the
the assumption that evil goes through multifactor reasons.
holds the possibility of many hypothesis in the investigation
of the influences that lead to child obesity. This multiple causes hide important
factors such as the cultural process of mediatization, which is mainly carried out
looking at the Brazilian families and consequently
was revealed by the articles searched, the habits related to the relation
with television is an intrinsic factor to the everyday of this group with grimaces
here are scarce investigations under this point of view and
those identified are still in an initial phase and can be enriched by new
researchers which are available to build paths looking through a different way,
aiming to reach answers to the causes of child obesity, adding to the performed
studies the mediatization as a strand rich in arguments of investigation to
sidedness that points publicity as the main cause of child
On the other hand, considering the influence of publicity over its viewers,
perhaps it could be the mainspring in bringing a conscious thought about more
healthy habits in the consumption of food by children. However, that is another
an begin a new research work, aiming to find a new role for
publicity in eating habits awareness.
Junho. 2017
503-523, abr./jun. 2017
the problem of obesity is much
more connected to the lack of exercise, sedentary lifestyle and parental absence.
and this scenario is
the importance of the theme in Brazil and around the
the assumption that evil goes through multifactor reasons.
the possibility of many hypothesis in the investigation
of the influences that lead to child obesity. This multiple causes hide important
f mediatization, which is mainly carried out
consequently to its
the articles searched, the habits related to the relation
everyday of this group with grimaces
under this point of view and
those identified are still in an initial phase and can be enriched by new
a different way,
aiming to reach answers to the causes of child obesity, adding to the performed
studies the mediatization as a strand rich in arguments of investigation to
sidedness that points publicity as the main cause of child
On the other hand, considering the influence of publicity over its viewers,
perhaps it could be the mainspring in bringing a conscious thought about more
healthy habits in the consumption of food by children. However, that is another
an begin a new research work, aiming to find a new role for
ISSN nº 2447-4266
DOI: http://dx.doi.org/10.20873/uft.2447
References
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