Magic ingredients and clinical tests in commercials as advertising strategies

 Carolina Moreno-Castro, Valencia (Spain)

https://doi.org/10.3916/C27-2006-19

Keywords

Advertising, science, advertising strategies, consumption, associations

Abstract

In this paper we analyse several television commercials shown on Spanish national TV channels. There are two different kinds of advertising slogans to increase credibility of the advertised products: spots which make reference to nmagic ingredientsn, which are subject to trends and designed to make the target audience fantazise about the characteristics of these products; and secondly, we detect a growing number of advertisements which make reference to the product having been scientifically tested. However, complaints by consumers' organisations and the scientific community are on the rise concerning the abusive use of scientific terrninology on television advertising, as well as the lack of scientific reality of the claims made in the commercials.

References

MARTÍNEZ, Y. (2004): «La crisis de las vacas locas» en España: la necesidad de una información sanitaria responsable», en Estudios sobre el Mensaje Periodístico, 10; 139-158.

Link Google Scholar

MÉNDEZ, J.M. (2001): Aprendamos a consumir mensajes. Televisión, publicidad, prensa, radio. Huelva, Grupo Comunicar Ediciones.

Link Google Scholar

MORENO, C. y DE LA FUENTE, M. (2005): «Propuesta de un modelo de evaluación para desarrollar formatos televisivos de calidad », en Comunicar, 25.

Link Google Scholar

NESTLE, M. (2002): Food Politics: how the food industry influences nutrition and health. Los Ángeles, University of California Press.

Link Google Scholar

OCU (2001): Guía de las terapias alternativas. Principios, eficacia y riesgos. Madrid, OCU.

Link Google Scholar

TARAS, H.L. (1995): «Advertised foods on children’s television», en Arch Pediatr Adolesc Med, 149; 649-652.

Link Google Scholar

WORLD HEALTH ORGANITATION (2003): Joint WHO/FAO Expert Consultation on Diet, Nutrition and the Prevention of Chronic Disesase. Ginebra, World Health Organitation.

Link Google Scholar

Fundref

This work has no financial support

Crossmark

Technical information

Metrics

Metrics of this article

Views: 29019

Abstract readings: 25499

PDF downloads: 3520

Full metrics of Comunicar 27

Views: 918421

Abstract readings: 785283

PDF downloads: 133138

Cited by