Exploring textual–visual strategies in internet-based light food advertising
A study of Taobao advertisements in China
Bibliographic Data
| ID | 22233993 |
|---|---|
| Authors | Qian Yong (0009-0003-1905-9096, Jinan University, corresponding author), Xiaoqin Rao |
| Year | 2024 |
| Volume | 11 |
| Issue | 1 |
| Publication date | 2024-05-21 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Humanities and Social Sciences Communications (JOURNAL) |
| Journal identifiers | ISSN: 2662-9992 • E-ISSN: 2662-9992 |
| Publisher | Springer Science and Business Media LLC (PUBLISHER) |
| DOI | 10.1057/s41599-024-03087-1 |
| OpenAlex | W4398177406 |
| Language | EN |
| Citations received | 1 |
| References cited | 28 |
Amidst global health concerns such as COVID-19 and rising obesity rates, the connection between food choices, societal well-being, and cultural shifts has gained attention. In China, the rise of “light food” consumption on platforms like Taobao reflects a growing trend towards health-conscious dietary preferences. With a dataset comprising 633 images and 45,817 words, condensed into 50 images for analysis, this research aims to understand how these advertisements influence perceptions of healthiness and desirability, and whether there is a discrepancy between advertised health benefits and actual nutritional content. This study delves into the advertising strategies employed for light food products on the Taobao platform in China, utilizing a Textual–Visual Thematic Analysis (TVTA) framework. Noteworthy findings include: (1) Internet-based light food advertising adopts a dual textual and visual approach. (2) Identification of prevalent multimodal devices, such as medium shots, varied camera angles, vibrant colors, and large size. (3) Uncovering inconsistencies in presentation that may pose potential consumer misperceptions. These discoveries underscore the nuanced landscape of light food advertising, offering valuable insights for both academia and industry
Advertising · Business · China · Political science · The Internet · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Culinary Culture and Tourism · Digital Marketing and Social Media
Introducing Social Semiotics
Reading Images
Media and Health
How to Do Critical Discourse Analysis
Food Advertising and Marketing Directed at Children and Adolescents in the US
“I Eat Organic for My Benefit and Yours”
Doing Visual Analysis
New forms of writing, new visual competencies
The making of healthy and moral snacks
Discourses of ‘Good Food’
Portraying the Pandemic
How Lists, Bullet Points and Tables Recontextualize Social Practice
Designing food packaging to present healthy and ethical diets to the New Chinese middle classes
Transecting “healthy” and “sustainable” food in the Asia Pacific
Cosmopolitan locavorism
The need for a social and affordance-driven multimodal critical discourse studies
The visual basis of linguistic meaning and its implications for critical discourse studies
Genetically modified food labeling
Using thematic analysis in psychology
The Consumer Society
What is multimodal critical discourse studies
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |