A influência da publicidade televisiva e online nos hábitos alimentares dos indivíduos

Abstract

Despite the growing concern, both in terms of food and health, the problem of overweight worldwide and nationally has been increasing. This problem affects people of all ages and can lead to more serious medical complications for human well-being. The pathology of excess weight exists for several reasons, such as inappropriate eating habits. Another contribution to this problem is advertising. More specifically, food advertising: the main objective of which is to persuade viewers to consume or purchase the advertised product, by offering images, sensations, ideas, information to viewers, so that they are attracted to consume such products. foods. or drink. Thus, the object of study is advertising carried by television and the internet. The theoretical framework aims to study the three main axes of this work: Advertising, Eating Habits (with emphasis on obesity disorder) and Food Advertising. Empirically, a mixed methodology was chosen: an online exploratory questionnaire; analysis of advertising content on television and Instagram; and semi-directive interviews with eighteen people, in order to understand the influence of food advertising on the nutritional choices of those selected. The results obtained revealed that advertising influences human food choices, but it is not the most important variable for this: living with the family, liking, product quality, health and price are some of the factors that most influence the food choices of the sample.

Date of Award	26 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Camila Arêas (Supervisor)