It is pleasant and heavy

Convergence of visual contents in tobacco, alcohol and food marketing in Brazil

Bibliographic Data

ID22945181
AuthorsKeitiline Ramos Viacava (0000-0002-5705-1541, Universidade Federal do Rio Grande do Sul, corresponding author), Gibson Weydmann (0000-0001-9401-9412, Universidade Federal do Rio Grande do Sul), Gibson J Weydmann, Mailton F de Vasconcelos, Mailton Vasconcelos (0000-0002-8119-8789, Universidade Federal do Rio Grande do Sul), Juliana Jaboinski (Universidade Federal do Rio Grande do Sul), Graziele D Batista (Universidade Federal de Ciências da Saúde de Porto Alegre), Rosa Maria Martins De Almeida (0000-0002-2450-2238, Universidade Federal do Rio Grande do Sul), Lisiane Bizarro (0000-0003-3070-5944, Universidade Federal do Rio Grande do Sul)
Year2016
Volume31
Issue3
Pages674-683
Publication date2016-09-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueHealth Promotion International (JOURNAL)
Journal identifiersISSN: 0957-4824 • E-ISSN: 1460-2245
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1093/heapro/dav057
PMID26069295
OpenAlexW2297513575
LanguageEN
Citations received1
References cited66

The tactical use of visuoperceptual content in marketing may encourage impulsive consumption of unhealthy products. In this study, the application of visuoperceptual content was compared in advertisements used by industries of tobacco, alcohol and food. The aim was to ascertain whether similarities exist in the strategies used as variables for the selection of commercial stimuli, such as color, position and size. Scion Image and Corel Draw Graphics Suite software were used to analyze the content of a non-probabilistic sample of advertising images (N = 150). Differences were identified in the use of the colors green (p = 0.04) and red (p = 0.01), but not in the use of the color blue (p = 0.64), suggesting that induction of feelings of pleasantness resulting from the use of the color blue may be associated with the advertising in the alcohol and tobacco industries. Regarding the position of the commercial stimuli, a predominance of the use of quadrants 'C' (p = 0.00) and 'D' (p = 0.01) was found in all three industries, indicating a similar use of areas perceived as being 'heavier'. As to the size, 78% of advertisements placed the commercial stimuli within a range of 0-25% of the total image. The results showed some similarities in the use of visuoperceptual content in advertisements for tobacco, alcohol and food, especially between tobacco and alcohol. The article offers a convergence analysis of these three industries altogether, providing additional subsidies for the formulation of protection policies.

Advertising · Business · Feeling · Sample (material) · Color perception and design · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Marketing · Psychology · Social Psychology

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