Analiza reklamnih poruka za prehrambene proizvode namijenjene djeci

undergraduate thesis

• Title (english): Analysis of advertising for food products aimed at children
• Author: Ana Lana Ivančić
• Mentor: Zvonimir Šatalić (mentor)
• Granter: University of Zagreb; Faculty of Food Technology and Biotechnology; (Department of Food Quality Control); (Laboratory for Nutrition Science); Zagreb
• Defense date and country: 2015-09-09, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Nutrition; Nutritional Science

Abstract

Cilj ovoga rada bio je utvrditi broj i kvalitetu reklama za prehrambene proizvode namijenjene djeci koje se pojavljuju u različitim medijima: 1) televiziji (nacionalnoj i komercijalnoj), 2) tiskovinama (dnevnim tiskovinama, specijaliziranim časopisima za majke i časopisima općeg sadržaja) te na 3) Internet portalima (općeg i specijaliziranog sadržaja). U specijaliziranom dvomjesečniku za majke pojavljuje se tek 2,4% reklama za mlijeko i mliječne proizvode, a 17,7% za dehidriranu dječju hranu koja se ne kuha prije uporabe. U časopisu općeg sadrţaja prevladale su reklame za mesne prerađevine (3,7%) i konditorske proizvode (2,6%). Na nacionalnoj televiziji većinu reklamiranih proizvoda čine sokovi (17,7) i voda (41,2%), na komercijalnoj televiziji jutarnjeg programa nije bilo reklama prehrambenih proizvoda za djecu. Na specijaliziranom Internet portalu prevladavaju reklame za dehidriranu dječju hranu koja se ne kuha prije uporabe. Ključnim se točkama poboljšanja utvrđene situacije smatra primjena savjeta Svjetske zdravstvene organizacije u smislu većeg angažmana odgovornih institucija oko ovoga problema.

Abstract (english)

The aim of this study was to determine the number and quality of advertisements for food products intended for children that appear in various media: 1) television (national and commercial), 2) newspapers (daily newspapers, specialized magazines for mothers and magazines of general content), and the 3) Internet portals (general and specialized content). In the specialized bimonthly magazines for mothers there is only 2.4% of advertising for milk and milk products, and 17.7% for dehydrated baby food that is not cooked before use. In magazine of general content prevailed advertisements for meat (3.7%) and confectionery products (2.6%). On national television the most advertised products are soft drinks (17.7) and water (41.2%), while on the commercial television morning program there were not advertising of food products for children. At a specialized Internet portal prevailed advertisements for dehydrated baby food that is not cooked before use. Current situation regarding food advertisement for children at various media could be improved by following advice provided by the World Health Organization.

• Keywords: brza hrana; djeca; reklame; nutritivna gustoća; energetska gustoća
• Keywords (english): fast food; children; advertising; nutrientdensity; energy density
• Language: croatian
• URN:NBN: urn:nbn:hr:159:664929
• Study programme: Title: Nutrition; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) nutricionizma (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) nutricionizma)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2015-12-16 08:20:49