Health-related content in Australian television advertising
Purpose – The purpose of this paper is to explore the proportions of health-related content in non-program time on Australian television, and how this relates to channel, product category, program genre and whether it is an advertisement or public service announcement (PSA). Design/methodology/appro...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Emerald Group Publishing
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/7205 |
| _version_ | 1848745300822327296 |
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| author | Baker, J. Mullan, Barbara |
| author_facet | Baker, J. Mullan, Barbara |
| author_sort | Baker, J. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose – The purpose of this paper is to explore the proportions of health-related content in non-program time on Australian television, and how this relates to channel, product category, program genre and whether it is an advertisement or public service announcement (PSA). Design/methodology/approach – Australian prime time television was recorded across three commercial television stations in Sydney. Non-program content (NPC) was coded according to the channel, program genre, length of content and product advertised. In total, 44 hours of programming was recorded. Findings – Not surprisingly, significant differences were found in the percentage of health-related content between advertisements (22 percent) and PSAs (67 percent). Again unsurprisingly there was also a significant relationship between the product category and health-related content (x2 = 366.601, p = 0.000), but also between health-related content and program genre (x 2 = 20.594, p = 0.024), particularly situation comedies (31 percent) and sport (15 percent). No difference was found in the percentage of health-related content between the channels. Research limitations/implications – Differences existing in the amount of NPC across program genre suggest that viewers of programs with high rates of health-related content in advertising may have higher exposure to product dependant health information. Originality/value – Health information is examined in a general sample without focus on particular demographics or health topics and the role of program genre is investigated. |
| first_indexed | 2025-11-14T06:15:10Z |
| format | Journal Article |
| id | curtin-20.500.11937-7205 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:15:10Z |
| publishDate | 2011 |
| publisher | Emerald Group Publishing |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-72052018-03-29T09:05:43Z Health-related content in Australian television advertising Baker, J. Mullan, Barbara Purpose – The purpose of this paper is to explore the proportions of health-related content in non-program time on Australian television, and how this relates to channel, product category, program genre and whether it is an advertisement or public service announcement (PSA). Design/methodology/approach – Australian prime time television was recorded across three commercial television stations in Sydney. Non-program content (NPC) was coded according to the channel, program genre, length of content and product advertised. In total, 44 hours of programming was recorded. Findings – Not surprisingly, significant differences were found in the percentage of health-related content between advertisements (22 percent) and PSAs (67 percent). Again unsurprisingly there was also a significant relationship between the product category and health-related content (x2 = 366.601, p = 0.000), but also between health-related content and program genre (x 2 = 20.594, p = 0.024), particularly situation comedies (31 percent) and sport (15 percent). No difference was found in the percentage of health-related content between the channels. Research limitations/implications – Differences existing in the amount of NPC across program genre suggest that viewers of programs with high rates of health-related content in advertising may have higher exposure to product dependant health information. Originality/value – Health information is examined in a general sample without focus on particular demographics or health topics and the role of program genre is investigated. 2011 Journal Article http://hdl.handle.net/20.500.11937/7205 10.1108/00346651111102892 Emerald Group Publishing restricted |
| spellingShingle | Baker, J. Mullan, Barbara Health-related content in Australian television advertising |
| title | Health-related content in Australian television advertising |
| title_full | Health-related content in Australian television advertising |
| title_fullStr | Health-related content in Australian television advertising |
| title_full_unstemmed | Health-related content in Australian television advertising |
| title_short | Health-related content in Australian television advertising |
| title_sort | health-related content in australian television advertising |
| url | http://hdl.handle.net/20.500.11937/7205 |