RT journal article
T1 Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective
A1 Jiménez-Marín, Gloria
A1 Elías Zambrano, Rodrigo
A1 Galiano Coronil, Araceli
A1 Ravina Ripoll, Rafael
A2 Marketing y Comunicación
A2 Organización de Empresas
K1 advertising; children
K1 educommunication
K1 food
K1 happiness management
K1 health
K1 mobile devices
K1 social marketing
AB Eating Disorders (ED) and obesity are a pandemic in developed and developing societies. In 2018, Spanish Ministry of Health and Consumption reported data on obesity (15%) and ED (12%). Spain thus ranks fifth among European countries in childhood obesity, with the highest incidence in the 6-12-year-age group. Many studies point to media as one of the contributing elements to this growth. In this sense, it should be noted that Spanish children are exposed to an average of 9000 television commercials per year and the vast majority of these are for food and beverage products of little or no nutritional value. Educommunication becomes essential here, since media have the capacity to educate, prevent and influence the behaviour as part of their social marketing strategies and within the happiness management philosophy. The aim of this paper is to analyse food and beverage advertising on mobile devices aimed at children. The methodology used includes a content analysis, a survey, and focus groups. The results show that many of the food products are bought or ordered as a direct result of advertising. The main conclusions point to the need to regulate the messages transmitted in order to guide the social function of media so that public health and happiness can be improved.
PB MDPI
SN 1660-4601
YR 2020
FD 2020-07
LK http://hdl.handle.net/10498/23587
UL http://hdl.handle.net/10498/23587
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 10-nov-2026