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

ABSTRACT

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