Influência da Propaganda de Alimentos nas escolhas alimentares de crianças de baixa renda

Abstract

The consumption of ultra-processed foods can trigger pathological conditions that are considered important problems in public health care, both nationally and worldwide. Marketing communication uses, among other devices, persuasive strategies to publicize these products for which children and adolescents up to 12 years of age, for some scholars, cannot discern, in addition to being preferential targets. In order to promote the protection of this public, this study aimed to analyze the possible influence that food advertising can have on the food choices of low-income children. This is a cross-sectional study with a qualitative approach, using in-depth interview techniques, projective technique and a panel of experts. Data collection was carried out from July 2018 to April 2019. The sample consisted of 26 children and adolescents aged 7 to 12 years old, who were part of the Bolsa Família Program in the municipality of Minas Gerais. The information obtained through the interviews, after being transcribed, was organized into categories of analysis based on content analysis. Through the results it was found that: food advertising can be a guide for inadequate food choices; the time of exposure to the media reiterates the negative influence on people's eating behavior, especially for the public in question; television is the vehicle where incisive advertising of ultra-processed foods occurs and is still preferred for the low-income population. Even though some interviewees showed a certain degree of discernment regarding the content of the advertising pieces, the commitment and positive behaviors of family members and / or guardians is essential. In this sense, it is essential that other spheres, school environment, companies and the public sphere also commit themselves to creating adequate conditions in maintaining a healthy food environment, reaffirming and supporting the role of families in the education of children and adolescents.