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Master's Dissertation
DOI
https://doi.org/10.11606/D.6.2020.tde-17022021-165445
Document
Author
Full name
Renata Victoratti do Carmo
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2020
Supervisor
Committee
Sarti, Flávia Mori (President)
Pinto e Silva, Maria Elisabeth Machado
Previdelli, Ágatha Nogueira
Veloso, Andres Rodriguez
Title in Portuguese
Estratégias de persuasão de redes de fast food no Brasil: proposta para análise dos componentes de propagandas direcionadas a crianças nos canais YouTube
Keywords in Portuguese
Fast Food
Nutrição
Propaganda
Publicidade Infantil
Saúde Pública
Abstract in Portuguese
Propagandas buscam atrair atenção do consumidor e, no caso das crianças, promover vínculo emocional entre criança e produto anunciado por meio de elementos da fantasia infantil. Empresas de alimentos têm sido apontadas como principais promotoras de ações de marketing inapropriadas direcionadas ao público infantil, considerado público vulnerável às estratégias de comunicação persuasivas. O presente trabalho teve como objetivo analisar estratégias de persuasão utilizadas em propagandas direcionadas às crianças entre cinco a doze anos de idade, referentes a alimentos comercializados por redes de fast food atuantes no Brasil. Foram selecionadas 133 propagandas de sete redes de fast food no modelo de franquia, exibidas em televisão ou internet e disponibilizadas no canal oficial de YouTube da empresa nos últimos cinco anos. Um instrumento de avaliação das propagandas foi construído a partir de mapeamento da literatura acadêmica quanto aos elementos audiovisuais, textuais e ético-legais empregados na composição de estratégias de persuasão em propagandas de alimentos. Foi realizada comparação entre conteúdo das propagandas, valor nutricional dos produtos anunciados e proposta institucional da empresa (missão, visão e valores). As estratégias utilizadas com maior frequência nas propagandas foram: uso de trilha sonora popular, frases no imperativo, cores primárias, desenhos animados ou figuras e brindes. Poucas propagandas destacavam características nutricionais dos alimentos anunciados, que apresentavam excesso de calorias, carboidratos, proteínas, gorduras e sódio em relação às recomendações do PNAE. Parte das empresas destacavam oferta de alimentos saudáveis como proposta institucional da companhia, embora concentrassem anúncios em produtos de menor valor nutricional.
Title in English
Persuasion strategies for fast food chains in Brazil: proposal for analyzing the components of advertisements focused to children on YouTube channels
Keywords in English
Advertisement
Child Advertising
Fast Food
Nutrition
Public Health
Abstract in English
Advertisements are designed to attract consumers' attention and, in the case of children, seek to promote emotional attachment between child and product through adoption of elements from children's fantasy. Food companies have been indicated as main promoters of inappropriate marketing strategies towards children, considered a vulnerable audience to persuasive communication strategies. The objective of the study was to analyze persuasion strategies used in advertisements aimed at children from five to twelve years old, referring to items marketed by fast food chains operating in Brazil. The analysis was based on the selection of 133 advertisements from seven fast food chains in the franchise model, presented on television or internet and available on the company's official YouTube channel during the last five years. A tool for assessment of the advertisements was developed based on survey of academic literature regarding audiovisual, textual, and ethical-legal elements adopted for advertising messages based on persuasion strategies. A comparison of advertisement elements, nutritional contents of the products advertised and institutional position of the company (mission, vision and values) was performed. The strategies more frequently adopted in the advertisements were: adoption of popular soundtrack, slogans using imperative language, primary colors, cartoons or figurines, and gifts. There were few advertisements focusing on nutritional characteristics of foods, which presented excess calories, carbohydrates, fats and sodium in comparison to recommendations of meals for children within the Brazilian School Feeding Program. Certain companies indicated focus on commercialization of healthy foods within its institutional position, although its advertisements focused on products with low nutritional value.
 
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CarmoRV_MTR_O.pdf (1.56 Mbytes)
Publishing Date
2021-02-17
 
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