Estrategias de marketing en sitios web de marcas de alimentos y bebidas consumidos por niños, niñas y adolescentes en la Argentina / Brand website marketing strategies for foods and beverages consumed by children and adolescents in Argentina

Internet permitió expandir la promoción de alimentos/bebidas a diferentes medios. El objetivo del estudio fue identificar las estrategias de marketing en sitios web de marcas de alimentos y bebidas consumidos por niños/as y adolescentes, y clasificarlos según las recomendaciones de las Guías Alimentarias para la Población Argentina.Se seleccionaron los alimentos/bebidas más consumidos por la población infantojuvenil según la Encuesta Alimentaria Nutricional de la Ciudad Autónoma de Buenos Aires. Se identificaron las páginas web de las marcas; se analizaron las estrategias de marketing y se clasificaron los alimentos/bebidas promocionados según las Guías.Se encontraron 80 páginas web, donde las estrategias más frecuentes fueron identificación de la marca, beneficios y declaraciones, y vínculos a páginas web y/o redes sociales. El 30 % de los sitios estaban dirigidos a niños/as/adolescentes, donde el 75 % de los alimentos/bebidas promocionados correspondieron al grupo de dulces y grasas, que incluye aquellos de bajo valor nutricional.

The Internet has allowed the expansion of food and beverage advertising in different media. The objective of this study was to identify the marketing strategies used in brand websites of foods and beverages consumed by children and adolescents, and classify them based on the Food Guidelines for the Argentinean Population.The foods and beverages most commonly consumed by the child and adolescent population as per the Survey on Nutritional Food Intake of the Autonomous City of Buenos Aires were selected. Brand websites were identified; marketing strategies were analyzed and marketed foods and beverages were classified based on the Guidelines.A total of 80 websites were found; the most common strategies were brand identity, benefits and claims, and links to websites and/or social media. Also, 30 % of sites were aimed at children and adolescents, and 75 % of marketed foods and beverages corresponded to the group of sweets and fats, including those of low nutritional value

Trabalho sexual em período de pandemia por COVID-19 no contexto íbero-americano: análise de anúncios em websites / Sex Work during the COVID-19 Pandemic Period in the Ibero-American Context: analysis of advertisements on websites

Resumo Trabalhadores do sexo tornam-se cada vez mais vulneráveis economicamente como resultado das medidas restritivas implementadas para responder à pandemia de coronavírus. Nesse sentido, o objetivo deste estudo é analisar o conteúdo dos websites e anúncios de prostituição sobre medidas relacionadas à pandemia por COVID-19. Trata-se de descrição do fluxo de visitas e análise de conteúdo das comunicações em websites que anunciam transações de sexo comercial. Realizou-se cálculo de variação percentual do número de visitas para três períodos compreendidos entre 02/2019 a 04/2020. Posteriormente, extraíram-se anúncios com os termos "corona", "pandemia" e "quarentena" em websites que oferecem mecanismo de busca. Para análise de conteúdo, utilizou-se o método de Bardin. Houve aumento no número de acessos nos websites de prostituição entre o ano de 2019 e 2020, seguido de queda com a advento da crise pandêmica por coronavírus. Dentre as medidas de proteção durante a pandemia, destacam-se as recomendações de saúde e o incentivo ao sexo virtual. Dentre 1.991.014 anúncios, 0,51% mencionam a crise por COVID-19 quanto ao descumprimento do distanciamento social, medidas de proteção e oferta de sexo on-line.

Abstract Sex workers become increasingly economically vulnerable due to the restrictive measures implemented to combat the coronavirus pandemic. In this respect, the scope of this study is to analyze the content of prostitution websites and advertisements regarding measures related to the COVID-19 pandemic. It involved a description of the visits and analysis of content of communications on websites that advertise commercial sex transactions. The percentage change in the number of visits for three periods from 02/2019 to 04/2020 was calculated. Subsequently, ads with the terms "corona," "pandemic" and "quarantine" on websites that offer search engines were extracted. The Bardin method was then used for content analysis. There was an increase in the number of visits to prostitution websites between 2019 and 2020, followed by a decrease with the advent of the coronavirus pandemic crisis. With regard to the protection measures during the pandemic, health recommendations and the incentive to engage in virtual sex are highlighted. Of the 1,991,014 advertisements, 0.51% mention the COVID-19 crisis regarding noncompliance with social distancing, protection measures and the offer of online sex.

Los seniors en la publicidad española: tensiones entre la investigación, planificación y la representación de los mayores en los anuncios / Senior citizens in Spanish advertising: tensions between research, planning and representation of the elderly in advertisements / Idosos na publicidade espanhola: tensões entre pesquisa, planejamento e representação dos mais velhos nos anúncios

El presente artículo analiza las continuidades y discontinuidades que se producen entre la investigación, la planificación de medios y la construcción de las representaciones sobre los mayores en la publicidad española. El estudio, centrado en los anuncios sobre envejecimiento, mayores y salud, se ha implementado desde una triangulación metodológica que incluye técnicas como el análisis del discurso, la encuesta y la revisión de literatura sobre segmentación publicitaria. Las conclusiones apuntan a una restricción de las representaciones puestas en juego en los anuncios respecto a la diversidad planteada por los profesionales y en la literatura científica. Se plantea el reto de superar las visiones excesivamente individualistas del mayor y de la gestión de su salud, al tiempo que emerge como alternativa la concepción de la salud como un espacio simbólico de conflicto y negociación.(AU)

The article analyzes the continuities and descontinuities that occur between research, media planning and the construction of representations of senior citizens in Spanish advertising. The study, centered on advertisements about aging, senior citizens and health, employed a methodological triangulation that included techniques like discourse analysis, research, and a literature review on segmentation in advertising. The conclusions point to a limitation of the representations called into play in advertisements regarding the diversity established by professionals and in the scientific literature. It is necessary to face the challenge of overcoming the excessively individualistic views of the elderly and of the management of their health. At the same time, the conception of health as a symbolic space of conflict and negotiation emerges as an alternative..(AU)

O presente artigo analisa as continuidades e descontinuidades que ocorrem entre a pesquisa, o planejamento de mídia e a construção das representações dos idosos na publicidade espanhola. O estudo, centrado nos anúncios sobre envelhecimento, idosos e saúde, foi implementado a partir de uma triangulação metodológica que incluiu técnicas como a análise do discurso, a pesquisa e a revisão de literatura sobre segmentação publicitária. As conclusões apontam para uma limitação das representações postas em jogo nos anúncios a respeito da diversidade estabelecida pelos profissionais e na literatura científica. Constitui-se o desafio de superar as visões excessivamente individualistas sobre o idoso e da gestão de sua saúde, ao tempo que emerge como alternativa a concepção da saúde como um espaço simbólico de conflito e negociação..(AU)

Fear or Humour in anti-smoking campaigns? Impact on perceived effectiveness and support for tobacco control Policies / Medo ou Humor em campanhas antitabágicas? O impacto na perceção de eficácia e apoio a políticas antitabágicas

Abstract Several anti-smoking campaigns have been used for decades to reduce smoking consumption. However, so far, there is no consensus regarding the effectiveness of inducing distinct emotions in reducing smoke consumption. This study tested the effects of two types of anti-smoking ads, inducing fear or humor, on emotions, perceived effectiveness, support for tobacco control policies, urges to smoke, and susceptibility to smoke. Participants (N = 108; 54 smokers) of both genders were randomly assigned to one of the two following emotion ads condition: fear (N = 52) or humor (N = 56). During exposure, the continuous flow of their emotions by self-report and physiologically was collected. Measures of ads impact on emotions, perceived effectiveness, urges and susceptibility to smoking, and support for tobacco policies were applied after exposure. The results have shown that fear ads were perceived as more effective and reduced the urges to smoke in smokers. Non-smokers were more supportive of tobacco control policies. In conclusion, this study showed that fear campaigns can reduce the urge to smoke among smokers and are perceived to be more effective. This perceived effectiveness can be partially explained by feelings of fear, regardless the other emotions it also triggers, and of the smoking status.

Resumo Várias campanhas antitabágicas são usadas para reduzir o consumo de tabaco. No entanto, até ao momento não existe um consenso sobre a eficácia da indução de emoções específicas nestas campanhas. Este estudo testou os efeitos de dois tipos de campanhas antitabágicas, induzindo Medo ou Humor, nas emoções, na perceção de eficácia das campanhas, no apoio a políticas antitabágicas, no desejo de fumar, e na suscetibilidade para fumar. Os participantes (N = 108; 54 fumadores), de ambos os sexos, foram aleatoriamente distribuídos para uma das seguintes campanhas indutoras de emoções: medo (N = 52) ou humor (N = 56). Durante a exposição, registou-se o fluxo contínuo das emoções autorreportadas e as respostas fisiológicas. Após a exposição avaliou-se o impacto das campanhas nas emoções, na perceção de eficácia, nas políticas antitabágicas, no desejo e na suscetibilidade para fumar. Os resultados evidenciaram que as campanhas indutoras de medo foram percecionadas como mais eficazes e reduziram o desejo de fumar em fumadores. Políticas antitabágicas foram mais apoiadas por não fumadores. Futuramente deverá considerar-se que induzir diferentes emoções em campanhas antitabágicas pode ter efeitos distintos a nível afetivo e cognitivo, com possível relevância para a mudança comportamental.

Analysis of the tobacco industry's interference in the enforcement of health warnings on tobacco products in Brazil / Análisis de la interferencia de la industria del tabaco en la implementación de advertencias sanitarias en los derivados del tabaco en Brasil / Análise da interferência da indústria do tabaco na implantação das advertências sanitárias nos derivados de tabaco no Brasil

Abstract: This article aims to analyze the relationship between the Brazilian government's adoption of a regulatory measure with a strong impact on the population and the opposition by invested interest groups. The methodology involves the analysis of official documents on the enforcement of health warnings on tobacco products sold in Brazil. In parallel, a search was conducted for publicly available tobacco industry documents resulting from lawsuits, with the aim of identifying the industry's reactions to this process. The findings suggest that various government acts were affected by direct interference from the tobacco industry. In some cases the interventions were explicit and in others they were indirect or difficult to identify. In light of the study's theoretical framework, the article provides original information on the Brazilian process that can be useful for government policymakers in the strategic identification of tobacco control policies.

Resumen: El propósito de este artículo es entender la relación que se establece entre la adopción por parte del gobierno de una medida reguladora, con un fuerte impacto en la población, y la reacción de grupos de interés contrarios. La metodología se aplica al estudio de documentos oficiales relacionados con la implementación de las advertencias sanitarias en los productos del tabaco comercializados en Brasil. Simultáneamente, se realizó una búsqueda de documentos a disposición pública sobre los resultados de litigios contra la industria del tabaco, con el objetivo de identificar las reacciones del sector en este proceso. Los resultados de este estudio sugieren que varias acciones del gobierno sufrieron una interferencia directa de la industria del tabaco. En algunos casos las intervenciones eran explícitas y en otros eran indirectas o de difícil identificación. A la luz del marco referencial adoptado, se ha presentado información original sobre el proceso brasileño, que podrá ser útil para los gestores del gobierno en la identificación estratégica de políticas de control al tabaco.

O propósito deste artigo é entender a relação estabelecida entre a adoção pelo governo de uma medida reguladora com forte impacto na população e a reação de grupos de interesse contrários. A metodologia envolve o estudo de documentos oficiais relacionados à implementação das advertências sanitárias nos produtos de tabaco comercializados no Brasil. Em paralelo, realizou-se a busca de documentos da indústria do tabaco disponibilizados publicamente como resultado de ações de litígio, com o objetivo de identificar as reações do setor nesse processo. Os resultados deste estudo sugerem que várias ações do governo foram permeadas pela interferência direta da indústria do tabaco. Em alguns casos as intervenções eram explícitas e em outros eram indiretas ou de difícil identificação. À luz do marco referencial adotado, informações originais sobre o processo brasileiro são apresentadas e poderão ser úteis aos gestores do governo na identificação estratégica de políticas de controle do tabaco.

Conflito de interesses na formação e prática do nutricionista: regulamentar é preciso / Conflict of interest in the training and practices of nutritionists: regulation is necessary

Resumo As indústrias de alimentos utilizam estratégias de publicidade para influenciar nutricionistas, professores e estudantes de Nutrição, contudo, estas relações possuem conflitos de interesses. Este estudo objetiva realizar revisão narrativa sobre a influência das indústrias de alimentos na formação em Nutrição. Verificou-se que indústrias buscam induzir a recomendação, a prescrição e o consumo dos produtos por estudantes e nutricionistas, por meio de estratégias, como patrocínio de eventos científicos, financiamento de viagens e distribuição de brindes. Porém, aceitar a hospitalidade pode gerar obrigação moral de retribuir, comprometendo o julgamento das informações e a decisão sobre a conduta profissional. Na Universidade, a publicidade ocorre, principalmente, por meio do patrocínio de eventos e financiamento de pesquisas, materiais e estruturas e propaganda em sala de aula. Regulamentar a presença do setor privado na área acadêmica é fundamental e, nesta perspectiva, sugere-se a elaboração de medidas regulatórias que limitem a inserção de indústrias de alimentos nos cursos de graduação em Nutrição para que nutricionistas sejam mais bem preparados para desempenhar suas atribuições com ética e autonomia.

Abstract Transnational “Big Food” companies use advertising strategies to influence nutritionists, professors and students of nutrition. There are, however, conflicts of interest in this relationship. The scope of this study is to conduct a narrative review on the influence of the food industry in training in nutrition. It was revealed that industries seek to induce the recommendation, the prescription and the consumption of products by students and nutritionists through strategies such as sponsorship of scientific meetings, travel funding and the distribution of promotional gifts. However, acceptance of these gifts can generate a moral obligation to reciprocate, thereby jeopardizing the judgment of information and decision on professional conduct. At the University, the advertising occurs mainly through sponsorship of events and research funding, donation of materials and structures and publicity in the classroom. Regulating the conduct of the private sector in the academic arena is essential and, in this perspective, the implementation of regulatory measures to limit the inclusion of the food industry in undergraduate courses in nutrition is recommended to ensure that nutritionists will be better prepared to perform their tasks in and ethical and unbiased manner.

Content analysis of Islamic Republic of Iran television food advertising related to oral health: appeals and performance methods

Today, electronic mass media such as television [TV], influence behavioral patterns of their audiences. This study aimed to evaluate what messages on food advertisements related to oral health were transmitted [appeals] and how they were transferred [performance methods and artistic techniques] in Islamic Republic of Iran Broadcasting [IRIB]. In this cross sectional study, broadcasted advertisements on 4 important channels of Iran TV were recorded for a week from 8 am to 12 pm in 2012. The content and volume of food advertisements were investigated using a researcher-made check list. Advertisement group [food, non-food], food group [non-cariogenic, cariogenic], advertisement appeals [rational, emotional, and humor content], advertisement performance methods [hard-sell, soft-sell, presenting confirmation of Ministry of Health and Medical Education], and artistic technique were assessed. For variable comparison in groups a chi squared test and t-tests were used via SPSS software. Frequency of food advertisements [14.9%] were less than non-food advertising. Non-cariogenic food advertisements had higher frequency [12.09%] compared to cariogenic food [2.8%]. Rational appeal in advertising of non-cariogenic food had the most frequency [64.9%]. In contrast emotional appeal for cariogenic food was used more frequently [85.5%]. For cariogenic foods, a soft-sell approach was used more frequently [95.5%]. The most common artistic technique used in food advertising was music. Chemical and mechanical dental plaque control materials had a very low frequency [0.2%]. Advertising of cariogenic foods in Iran TV has low frequency

Tobacco industry tactics with advertisements at the point of sale in Mumbai.

INTRODUCTION: The Cigarettes and Other Tobacco Products (Prohibition of Advertising and Regulations of Trade and Commerce, Production, Supply and Distribution) Act 2003 (COTPA) set out a number of stringent regulations to address tobacco promotion, some of which were revised in 2004. The aim of the study was to monitor the industry tactics at the point of sale with advertising and promotion of tobacco product in Mumbai. MATERIALS AND METHODS: The study was carried out by Cancer Patients Aid Association in Mumbai with the help of volunteers. The surveys consisted of two parts, observational information and an interviewer administered questionnaire. Observations like size of board, display of advertisement, backlighting, and use of any promotion were noted. A questionnaire captured information about any incentives from tobacco companies for advertisement and promotion was administered to the vendors who agreed to participate. Study was approved by the Scientific and independent Ethics committee. RESULTS: Total 125 establishments (58 shops, 55 kiosks, 12 other sites) with display boards were surveyed across 5 wards in Mumbai. It was noted that the most common violation was the placements of boards, mainly placed above the shop. The display boards were oversized and few of the advertisements were highlighted with backlights. Out of 125 tobacco vendors surveyed, 107 (85.5%) vendors agreed to answer the questionnaire. We noted that a majority of 67% (84 vendors) stated that they had been approached by tobacco companies to place the signages during the past 5 years post COTPA came into effect. 79 vendors (65 %) admitted to being paid by the tobacco companies. DISCUSSION: Although the civil society and various non-governmental organizations has casted voice against the industry tactics but ineffective enforcement of the law is a major hurdle. It is likely that cigarette companies will be further able to overcome advertising restrictions by finding loopholes in tobacco legislation unless the decision makers ban it comprehensively as evident in other countries.

Ineficácia da autorregulamentação das propagandas de bebidas alcoólicas: uma revisão sistemática da literatura internacional / Inefficacy of self-regulation of alcohol advertisements: a systematic review of the literature

OBJETIVO: A literatura científica mais recente aponta que a publicidade de bebidas alcoólicas influencia o comportamento, particularmente o consumo precoce e em grandes quantidades por crianças e adolescentes. Da perspectiva da saúde pública, a publicidade de bebidas alcoólicas deve ser restringida. Em muitos países, assim como no Brasil, os limites são estabelecidos pela autorregulamentação (ou seja, controlados pela própria comunidade publicitária). Analisou-se na presente revisão o conjunto dos trabalhos publicados na literatura internacional sobre este tipo de controle. MÉTODO: Realizou-se uma revisão bibliográfica sistemática de trabalhos que investigaram a eficácia da autorregulamentação da publicidade de bebidas alcoólicas. A busca foi feita nas bases de dados Medline, SciELO, Camy e Google Scholar, entre 1991 e 2010, bem como pela técnica de "bola de neve" para a indicação dos principais autores no tema. Foram considerados para o presente propósito 11 artigos. DISCUSSÃO: O conjunto dos trabalhos obtidos aponta que a autorregulamentação da publicidade de bebidas alcoólicas é pouco eficaz, não cumprindo com os objetivos de evitar, por exemplo, publicidade direcionada às crianças e adolescentes. CONCLUSÃO: Outras medidas devem ser consideradas para o controle e a veiculação das propagandas de bebidas alcoólicas, tais como monitoramento independente e controle legal.

OBJECTIVE: The most recent scientific literature indicates that alcohol advertising influences behavior, particularly early and higher alcohol consumption by children and adolescents. From a public health perspective, alcohol advertising should be restricted. In many countries, as well as in Brazil, limits to alcohol advertising are established by industry self-regulation (e.g. controlled by the advertising community itself). We examined in this review all articles on the subject of industry self-regulation of alcohol advertising published in the international literature. METHOD: A systematic literature review was conducted on articles investigating the effectiveness of self-regulation of alcohol advertisings. The search was conducted in Medline, SciELO, Camy and Google Scholar, between the years of 1991 and 2010. In addition, the "snowball" technique for the indication of the main authors on the subject was employed. From the articles found, 11 focused on the subject discussed here. DISCUSSION: The set of articles obtained indicates that industry self-regulation of alcohol advertising does not show evidence of efficacy. In other words, such a regulation does not prevent, for instance, alcohol advertising directed at children and adolescents. CONCLUSION: Further measures should be considered for the control and the broadcast of alcohol advertising, such as independent monitoring, legal control.

Panacéias disseminadas pela Internet e pacientes vulneráveis: como conter um mercado de ilusões? / Panaceas disseminated over the Internet and vulnerable patients: how to check a market of illusions?

O presente artigo discute a proliferação de curas e terapias fraudulentas que surgem e evanescem cotidianamente na Internet. A clientela dessas fraudes, vulnerabilizada pela doença e pela perspectiva da morte, utiliza a Internet para adquirir produtos que seriam possivelmente ignorados em outros contextos. Tal vulnerabilidade se liga a contingências físicas desgastantes que comprometem a capacidade de decisão. A tentativa de controlar o fenômeno das fraudes de forma estritamente racional, sem levar em conta a vulnerabilidade desse consumidor que pouco tem a perder e sem considerar suas demandas de integralidade, pode conduzir a resultados desapontadores, já que as panacéias parecem estar preenchendo os lapsos deixados por estruturas assistenciais que têm sido insensíveis à imaterialidade dos medos humanos.

This article discusses the proliferation of medical quackery and fraud appearing and disappearing daily on the Internet. The customers of these scams, made vulnerable by disease or the prospect of death, use the Internet to buy products that would probably be ignored in other contexts. This vulnerability is linked to strenuous physical demands that compromise the ability to make decisions. The attempt to control the phenomenon of fraud as strictly rational, without taking into account the vulnerability of consumers who have little to lose and not considering their demands for comprehensive care, can lead to disappointing results, since these nostrums seem to be filling the gaps left by health care structures that have been insensitive to the immaterial nature of human fears.

Tobacco industry interference for pictorial warnings.

Aim : A study was carried out to understand the process of interference by the tobacco industry, to measure the compliance of the industry for displaying pictorial warnings on a tobacco product as per the packaging and labeling rules post 31 st May, 2009, and to understand the public opinion on the messages conveyed through such warnings. Materials and Methods : A total of 60 samples of tobacco products were purchased after 31 May, 2009, from the retail vendors of tobacco sellers across the country. Results : The government of India has from time to time, taken measures, including legislations, to control tobacco consumption. The actual implementation of these rules has been postponed repeatedly, apparently because of constant pressure exerted by the tobacco industry. The skull and bone sign hurting religious sentiments as stated by the group of ministers proved to be misleading. Later the Group of Ministers (GOM) proposed three very weak and poorly communicative pictorial health warnings to replace those recommended by the Union Health Ministry based on the inputs of the Department of Audio Visual Publicity (DAVP). The industry tried to use strategic means by displaying a dull, diluted, and watered down pictorial warning. The focus group study conducted showed that a scorpion gets associated with the product in a non-scientific manner. X-ray of the lung was hardly understood by anybody. Conclusion : Overall the tobacco industry has constantly flouted with the law right from the policy level to its implementation by displaying dull, diluted, and poorly informed pictorial warnings.

Vulnerability and self-perceived health status among light and heavy smokers: the relationship to short-term fear appeal tobacco control messages / Vulnerabilidade e percepção de saúde auto-referida entre fumantes leves e pesados: a relação com mensagens anti-fumo voltadas para o apelo ao medo imediato

It is important to stimulate smokers to acquire some level of risk perception associated with their current behavior in order to motivate smoking cessation. The present article attempts to understand how the content of short-term fear appeal government tobacco messages may interact with different levels of daily cigarette consumption in order to affect smokers' vulnerabilities, expressed by self-perceived health status. A Poisson model was used to estimate the prevalence ratio of fair or poor self-perceived health status (FPHS) according to daily cigarette consumption. We also calculated the proportions of smokers who stated that selected health warning pictures on cigarette packets encourage people to quit smoking, stratified by self-perceived health status and daily cigarette consumption. The proportion of smokers with FPHS was 25 percent higher among those who smoked > 20 cigarettes/day (p = 0.01). Among smokers with FPHS, heavy smokers showed the highest proportions of responses in favor of selected warning pictures most closely related to losses in ordinary daily living, such as shortness of breath and being bothered by cigarette addiction. Short-term loss-framed tobacco control messages seem to have raised awareness of vulnerability among heavier smokers.

É importante incentivar os fumantes a adquirir algum nível de percepção do risco associado ao seu comportamento atual, para motivá-los a parar de fumar. O artigo procura elucidar em que medida o conteúdo do apelo ao medo imediato contido em mensagens anti-fumo nas campanhas governamentais pode interagir com o consumo diário de cigarros, no sentido de afetar as vulnerabilidades dos fumantes, expressas pela percepção de saúde auto-referida. Um modelo de Poisson foi utilizado para estimar a razão de prevalências de percepção de saúde auto-referida regular ou ruim, segundo consumo diário de cigarros. Calculou-se também a proporção de fumantes que afirmou que mensagens anti-fumo impressas em maços de cigarros incentivam as pessoas a para de fumar, estratificada por percepção de saúde auto-referida e consumo diário de cigarros. A proporção de fumantes com percepção de saúde auto-referida regular ou ruim foi 25 por cento maior entre aqueles que fumavam > 20 cigarros/dia (p = 0,01). Entre fumantes com percepção de saúde auto-referida regular ou ruim, os fumantes pesados apresentaram as proporções mais elevadas de respostas em favor das mensagens anti-fumo mais identificadas com perdas na vida cotidiana, como falta de fôlego e sentir-se incomodado pela própria dependência em relação ao cigarro. Mensagens anti-fumo voltadas para perdas em curto prazo parecem ter aumentado a conscientização dos fumantes mais pesados em relação à sua própria vulnerabilidade.

O impacto da publicidade de bebidas alcoólicas sobre o consumo entre jovens: revisão da literatura internacional: [revisão] / Alcohol advertising and alcohol consumption among youngsters: review of the international literature: [review]

OBJETIVO: Problemas relacionados ao consumo de álcool são freqüentes, especialmente entre a população jovem. A publicidade de bebidas alcoólicas é um dos fatores passíveis de modificação com impacto no aumento do consumo de álcool. MÉTODO: Foi realizada uma revisão bibliográfica de trabalhos que investigaram de diversos pontos de vista o impacto da publicidade do álcool sobre o consumo. A busca foi feita nas bases de dados Medline, SciELO, PsychoInfo e Google Scholar no período entre 1990 e 2008 e utilizou-se a técnica de " bola de neve" para a indicação de autores mais profícuos na área. Obtiveram-se mais de uma centena de artigos. RESULTADOS: O conjunto de trabalhos aponta que fatores como exposição à publicidade e atratividade da publicidade de bebidas alcoólicas estão relacionados com uma maior expectativa de consumo futuro e com um consumo maior e mais precoce, principalmente entre adolescentes e adultos jovens. Apesar das dificuldades metodológicas, estudos econométricos mais recentes consideram que a redução e/ou banimento de publicidade teria efeito de redução do consumo de álcool. Questões referentes às bases neurofisiológicas do processo de tomada de decisões e da liberdade de escolha no contexto da exposição à publicidade também são discutidas. CONCLUSÕES: O conhecimento atual sobre o tema indica que a redução da exposição à publicidade tem impacto sobre o consumo de álcool, principalmente entre os mais jovens.

OBJECTIVE: Problems related to alcohol consumption are frequent, especially among the youth population. We analyzed advertisement as one of several modifiable factors with impact over alcohol consumption. METHOD: The authors carried out a literature review within Medline, SciELO, PsychoInfo and Google Scholar databases between 1990 and 2008, retrieving studies with different approaches of the alcohol advertisement impact on consumption. Besides, a " snowball" technique was applied to identify the most proficuous authors on the matter. Over a hundred papers were initially selected. RESULTS: The overall set of papers indicate that factors such as exposition to the advertising and attractiveness of the alcoholic beverage advertising are related with greater expectation of future consumption and with a higher and precocious consumption of alcohol, specially among adolescents and young adults. Despite methodological difficulties, recent econometrical studies indicate that reduction and/or banishment of advertising would decrease alcohol consumption. We also consider issues about the neurophysiology of decision making process and the freedom of choice in the context of exposition to advertisements. CONCLUSIONS: The current knowledge on the matter strongly suggests that a reduction of the exposition to alcohol advertisements impacts on its consumption, mainly among young populations.