含糖饮料的频繁消费与许多健康风险有关。这项研究调查了在美国不同的媒体活动中如何使用有说服力的上诉和图形来鼓励和阻止含糖饮料和水。协议和系统过程,对280个媒体活动进行定性内容分析,分为六个类别。SPSS版本28.0用于分析理性和情感诉求(即,积极的,负,协同)竞选口号,标语和图形图像(即,符号,颜色,受众)为跨类型学的60个独特广告系列。结果显示,积极的情感诉求更多地用于在企业广告和营销(64.7%)和社会责任活动(68.8%)中推广含糖饮料。在社会营销活动中鼓励用水(30%)。相比之下,公众意识运动使用负面情感诉求(48.1%),和宣传运动结合了理性(30%)和情感上的积极(50%)和消极的呼吁(30%)。公共政策运动使用理性(82.6%)和积极的情感诉求(73.9%)来激发对含糖饮料税立法的支持或反对。卡方分析评估了美国媒体竞选类型类别和图形元素之间的关系,揭示了三个变量在竞选类型和种族/民族之间具有显着关联(χ2(103)=32.445,p=0.039),含量(χ2(103)=70.760,p<0.001)和产品图像(χ2(103)=11.930,p=0.036)。未来的研究应该研究文本和图形中的积极有说服力的吸引力如何促进水以减少含糖饮料的健康风险。
The frequent consumption of sugary beverages is associated with many health risks. This study examined how persuasive appeals and graphics were used in different media campaigns to encourage and discourage sugary beverages and water in the United States (U.S.) The investigators developed a codebook, protocol and systematic process to conduct a qualitative content analysis for 280 media campaigns organized into a typology with six categories. SPSS version 28.0 was used to analyze rational and emotional appeals (i.e., positive, negative, coactive) for campaign slogans, taglines and graphic images (i.e., symbols, colors, audiences) for 60 unique campaigns across the typology. Results showed that positive emotional appeals were used more to promote sugary beverages in corporate advertising and marketing (64.7%) and social responsibility campaigns (68.8%), and less to encourage water in social marketing campaigns (30%). In contrast, public awareness campaigns used negative emotional appeals (48.1%), and advocacy campaigns combined rational (30%) and emotional positive (50%) and negative appeals (30%). Public policy campaigns used rational (82.6%) and positive emotional appeals (73.9%) to motivate support or opposition for sugary beverage tax legislation. Chi-square analyses assessed the relationships between the U.S. media campaign typology categories and graphic elements that revealed three variables with significant associations between the campaign typology and race/ethnicity (χ2(103) = 32.445, p = 0.039), content (χ2(103) = 70.760, p < 0.001) and product image (χ2(103) = 11.930, p = 0.036). Future research should examine how positive persuasive appeals in text and graphics can promote water to reduce sugary beverage health risks.