Caracterización de los tipos de publicidad persuasiva presentados en comerciales de alimentos y bebidas emitidos en canales nacionales de la televisión colombiana durante franjas infantiles

The types of persuasive advertising seen in food and drink commercials aimed at children can be directly related to the acquisition of children's eating habits and consumption behaviour. Some theoretical perspectives describe the influence of TV media persuasion through the use of fantasy and attractive images, targeting a group of individuals at a vulnerable age, as they are in a process of constant learning and discovery of new things. This research seeks to characterize the types of persuasive advertising presented in food and beverage commercials to determine the relevance of each of them in the national channels of Colombian television during children's slots in a period of two months. The techniques used were quantitative content analysis and structured observation; the instruments were the field diary and the quantitative content matrix. The type of persuasive advertising taken into account for the children's audience will lead to the development of content associated with certain elements such as: animation, main message, types of food, the type of program, among others. In the study it was observed that emotional persuasive advertising, predominated in food and beverage commercials associated with the presentation of animation, fun scenes, health, foods such as mécatos, sweets and humorous programs.

• Autores: Payares Turizo, Yeraldin; Niño Aragón, Oreana
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2020
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/6840
• Acceso en línea: https://hdl.handle.net/11323/6840; https://repositorio.cuc.edu.co/
• Palabra clave: Consumer psychology; TV advertising; Persuasion; Persuasive advertising; Childhood; Consumer behaviour; Psicología del consumidor; Publicidad televisiva; Persuasión; Publicidad persuasiva; Infancia; Comportamiento del consumidor
• Rights: openAccess
• License: Attribution-NonCommercial-ShareAlike 4.0 International