Content analysis of food advertisements on Iran broadcasting television channels.

Abstract

Most advertised foods are cariogenic. Analyzing the content of ads can provide essential perspectives on characteristics of ads and assist in reducing the cariogenic food advertisements, consequently improving oral health. This study aimed to analyze the content related to the oral health in advertisements that were broadcasted on Islamic Republic of Iran Broadcasting (IRIB) television (TV) channels over a 1-year period. The advertisements broadcasted on five primary channels of IRIB TV were recorded for 8 weeks. The frequencies of the advertisements were evaluated using a researcher-made checklist. Advertisements categorized as food and non-food products. Advertisements were also analyzed according to the carcinogenicity, appeals, performance methods, artistic techniques, and target audience. For variable comparison in groups a chi squared test and <i>t</i>-tests were used via SPSS software. Frequency of food advertisements (52.9%) were more than non-food advertising. Cariogenic food advertisements had higher frequency (65.5%) compared to non-cariogenic food ads (34.4%). One-sided and two-sided appeals in advertising of cariogenic (37.9%) and non-cariogenic (46.3%) foods had the most frequency. The soft sell method was the most adopted method for both non-cariogenic (58.5%) and cariogenic (74.7%) foods. The most commonly artistic technique used was music for non-cariogenic foods (30.5%) and close-up for cariogenic foods (33.7%). The frequency of cariogenic food ads had higher frequency compared to non-cariogenic foods on Iran TV. Health policymakers can use these findings to develop future strategies. Furthermore, media can influence food choices through strategies that are used in ads to attract consumers.