Characteristics of healthy weight advertisements in three countries
© 2017 Public Health Association of Australia. Objective: High rates of population obesity have resulted in the dissemination of mass media campaigns that focus on achieving and maintaining a healthy weight. The aim of the present study was to analyse advertising techniques used in such campaigns to...
| Main Authors: | , , , , |
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| Format: | Journal Article |
| Published: |
Wiley-Blackwell Publishing Asia
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/61749 |
| _version_ | 1848760719501164544 |
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| author | Pettigrew, Simone Talati, Zenobia Henriques, Isla Morley, B. Ball, K. |
| author_facet | Pettigrew, Simone Talati, Zenobia Henriques, Isla Morley, B. Ball, K. |
| author_sort | Pettigrew, Simone |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 2017 Public Health Association of Australia. Objective: High rates of population obesity have resulted in the dissemination of mass media campaigns that focus on achieving and maintaining a healthy weight. The aim of the present study was to analyse advertising techniques used in such campaigns to identify common and differential approaches in three countries with similar cultures and rates of obesity (Australia, the United Kingdom and the United States). Methods: An Internet search was conducted to identify healthy weight television advertisements aired in the three countries. Seventy-two advertisements were located and coded according to the advertising techniques employed. Results: Despite the cultural similarity and comparable obesity rates of the three countries, there were few consistencies in advertising techniques employed. A main focus of the ads was diet, but disparate approaches were used to convey the message in each country. Conclusions: The identified wide variation in advertising techniques may suggest that campaign managers would benefit from greater certainty about which advertising approaches are most effective in encouraging lifestyle behaviours associated with a healthy weight. Implications for public health: A more robust evidence base would be useful to guide the development of healthy weight campaigns. |
| first_indexed | 2025-11-14T10:20:15Z |
| format | Journal Article |
| id | curtin-20.500.11937-61749 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:20:15Z |
| publishDate | 2018 |
| publisher | Wiley-Blackwell Publishing Asia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-617492018-10-26T03:04:23Z Characteristics of healthy weight advertisements in three countries Pettigrew, Simone Talati, Zenobia Henriques, Isla Morley, B. Ball, K. © 2017 Public Health Association of Australia. Objective: High rates of population obesity have resulted in the dissemination of mass media campaigns that focus on achieving and maintaining a healthy weight. The aim of the present study was to analyse advertising techniques used in such campaigns to identify common and differential approaches in three countries with similar cultures and rates of obesity (Australia, the United Kingdom and the United States). Methods: An Internet search was conducted to identify healthy weight television advertisements aired in the three countries. Seventy-two advertisements were located and coded according to the advertising techniques employed. Results: Despite the cultural similarity and comparable obesity rates of the three countries, there were few consistencies in advertising techniques employed. A main focus of the ads was diet, but disparate approaches were used to convey the message in each country. Conclusions: The identified wide variation in advertising techniques may suggest that campaign managers would benefit from greater certainty about which advertising approaches are most effective in encouraging lifestyle behaviours associated with a healthy weight. Implications for public health: A more robust evidence base would be useful to guide the development of healthy weight campaigns. 2018 Journal Article http://hdl.handle.net/20.500.11937/61749 10.1111/1753-6405.12745 http://creativecommons.org/licenses/by-nc-nd/4.0/ Wiley-Blackwell Publishing Asia fulltext |
| spellingShingle | Pettigrew, Simone Talati, Zenobia Henriques, Isla Morley, B. Ball, K. Characteristics of healthy weight advertisements in three countries |
| title | Characteristics of healthy weight advertisements in three countries |
| title_full | Characteristics of healthy weight advertisements in three countries |
| title_fullStr | Characteristics of healthy weight advertisements in three countries |
| title_full_unstemmed | Characteristics of healthy weight advertisements in three countries |
| title_short | Characteristics of healthy weight advertisements in three countries |
| title_sort | characteristics of healthy weight advertisements in three countries |
| url | http://hdl.handle.net/20.500.11937/61749 |