Beverage Advertising Research Articles

Estimating Young Children’s Exposure to Food and Beverage Marketing on Mobile Devices

BackgroundFood and beverage marketing drives poor diet quality and obesity risk among children. However, it is unknown how much young children are exposed to digital food and beverage marketing on mobile devices like tablets and smartphones. ObjectivesThe objective of this study was to estimate how frequently young children, who are particularly vulnerable to advertising, view food and beverage marketing while using mobile devices. MethodsSeventy-five 2–11-y olds and their parents from Massachusetts participated in this cross-sectional study from 2022 to 2023. Average estimated exposure to food and beverage advertisements and food/beverage brand appearances was calculated for 5 consecutive days using a combination of battery screenshots and average estimates of marketing collected from children’s devices. Generalized estimating equations tested for sociodemographic differences in advertising exposure. ResultsYoung children’s estimated exposure to food and beverage advertisements and brand appearances on mobile devices was highly variable, with many children seeing none on a given day but a substantial minority viewing large amounts. Estimated exposure depended on how much a child used either YouTube or a gaming app; there was no exposure on other apps used by children. Higher parental educational attainment was associated with substantially reduced risk of a child viewing 2 or more food or beverage advertisements or brand appearances on a given day (adjusted odds ratio = 0.26, 95% confidence interval: 0.10, 0.70). ConclusionsCertain children, particularly those from households with lower parental educational attainment, may be at risk for high exposure to digital food and beverage marketing, whereas other children may have minimal risk. Future research should explore exposure in more diverse samples with valid, feasible measures.

The extent of outdoor food and beverage advertising surrounding primary and secondary schools in poorly resourced townships in Cape Town, South Africa

BackgroundThe targeted marketing of unhealthy food and beverages to vulnerable populations, particularly children and adolescents in lower-income communities, is pervasive and coincides with increased non-communicable disease (NCD) rates. This study examined the extent of food and beverage advertising surrounding schools in three townships in Cape Town, South Africa: Gugulethu, Nyanga, and Kensington. MethodologyTrained fieldworkers used web-based surveys on smartphones to capture all observable outdoor food and beverage advertisements in the three townships. Surveys recorded product brand, type, placement, Global Positioning System (GPS) coordinates, and a digital photograph. Advertisements were categorised as sugar-sweetened beverages (SSBs), unhealthy food (excluding beverages), alcohol, staple food, and miscellaneous food, following the INFORMAS Outdoor Food Advertising Protocol. Advertisements visible within 100m- and 400m buffer zones surrounding primary and secondary schools were mapped using the Quantum Geographic Information System (QGIS) software. Descriptive analyses were conducted to determine the extent of outdoor food and beverage advertising surrounding schools. ResultsWe mapped 26 primary and 7 secondary schools, observing 253 and 1587 food and beverage advertisements within 100m and 400m of schools, respectively. Unhealthy advertisements comprised 69.9% and 68.5% of all observations within 100m- and 400m zones, respectively. There were 117 SSB, 57 unhealthy food, 3 alcohol, 64 staple food, and 12 miscellaneous food advertisements within 100m zones. Nyanga zones contained the most SSB (71, 60.7%) and unhealthy food advertisements (37, 64.9%). Secondary schools had higher SSB advertisement rates than primary schools (p < 0.001). Within 400m zones, there were 623 SSB, 370 unhealthy food, 93 alcohol, 445 staple food, and 56 miscellaneous food advertisements, with Nyanga leading in SSB (335, 53.8%) and unhealthy food advertisements (224, 54.9%). ConclusionThe results highlight a concerning level of exposure to unhealthy food and beverage advertisements around schools, particularly secondary schools in low-income townships. This could have implications for the dietary choices and health of students in these areas. The findings underscore the need for policy interventions and community awareness programs to address and regulate the advertising environment around schools, promoting healthier food and beverage choices for students.

The Ethics of Unhealthy Food and Beverage Advertising to Children: A Bibliometric Analysis and Future Research Agenda

The widely advertised category of unhealthy food and beverages (F&amp;B) is calorie-dense, nutrient-poor, and associated with long-term harm, particularly for children. Business literature has been largely silent regarding the ethicality of its advertising targeting children and lacks clarity on questions future research needs to address. Based on a bibliometric analysis of 1,851 articles published between 1973 and 2021 containing 70,379 citations, we uncovered five intellectual clusters underlying research on the ethics of unhealthy F&amp;B advertising to children (ATC). Importantly, we propose a concrete roadmap featuring actionable and pertinent unanswered questions to stimulate research in this crucial domain.

Children’s self-reported exposure to sugary beverage advertisements and association with intake across six countries before and during the COVID-19 pandemic: a repeat cross-sectional study

BackgroundChildren’s exposure to sugary beverage advertising may have changed during the COVID-19 pandemic due to shifts in media habits, which could subsequently have influenced intake. This study aimed to examine: 1) children’s frequency and setting of exposure to advertisements of sugary beverages in six countries before and during the COVID-19 pandemic; 2) the association between exposure to sugary beverage advertisements and intake.MethodsChildren aged 10–17 years (n = 28,908) in Australia, Canada, Chile, Mexico, the United Kingdom (UK) and the United States (US) completed online surveys in 2019, 2020 and 2021 as part of the International Food Policy Study using a repeat cross-sectional study design. Respondents self-reported frequency and setting of exposure to sugary beverage advertisements, location of school classes (in-person/online, 2020–2021 only), screen time, and sugary beverage intake. Adjusted weighted logistic and negative binomial regression models stratified by country examined associations between year and reported sugary beverage advertising exposure, and associations between sugary beverage advertising exposure and intake. Differences in reported advertising exposure between students taking online or in-person school classes were explored.ResultsSelf-reported exposure to advertisements for sugary beverages at least weekly was relatively stable across years within countries, with differences in settings of exposure. Exposure to sugary beverage advertisements increased on digital media independently of screen time from 2019 to 2021 in Australia, Canada, the UK and US, with a concomitant decrease in exposure in retail settings in all countries except the UK. In Australia and the UK, children attending all classes online were more likely to report at least weekly (vs less than once a week) exposure to sugary beverage advertisements, and children attending all classes online were more likely to report exposure to advertisements on digital media and in other settings (e.g., billboard, magazines) compared to children attending in-person classes in Australia, Canada and the UK. Exposure to sugary beverage advertisements at least weekly (IRR = 1.12,99%CI:1.09–1.15) and in each of the settings was associated with sugary beverage intake.ConclusionsExposure to digital advertisements for sugary beverages increased from 2019 to 2021 in most countries, and exposure was associated with sugary beverage intake. Reducing children’s exposure to advertising of less healthy foods, including on digital media, may reduce sugary beverage intake.

An extended theory of planned behavior approach for assessing factors affecting street food consumption in the Philippines

Changes in behavioral aspect in food consumption prevailed in recent times, especially the rise of street food popularity in different countries. With scarce literature available, research on consumption and behavioral intentions in street foods was evident. This study considered an extended theory of planned behavior framework for the holistic assessment of consumption intention of street foods. With 1601 valid responses collected in the Philippines, structural equation modelling was applied for the causal relationship analysis of factors influencing consumption intention of street foods in the Philippines. Results indicated that perceived food quality and utilitarian eating values presented as contributing factor affecting attitude, while utilitarian eating values affected consumption intention with higher beta value over hedonic eating values and consumer behavioral domains. Following which was perceived monetary aspects, subjective norm and perceived behavioral control, and consumer attitude. Meanwhile, hedonic eating value negatively associated with consumption intention, but positive on consumers’ attitude. Managerial implications, practical suggestions, and thorough discussion were presented for other researchers to build on the findings which can be extended into other aspects related to local to foreign food and beverage advertisement, selling, and advancement. Furthermore, the results and framework utilized in this study can be further extended and applied to other aspects of consumer behavior in relation to other food industries.

Analysis of Language Style in Food and Beverage Advertising Slogans and Their Recommendations as Teaching Materials For Advertising Texts in SMP

The purpose of this study is to characterize the linguistic styles used in online slogans for food and beverage products. The numerous food and beverage product ads that use catchy slogans to attract large audiences served as the inspiration for this study. In order to assess the data and provide descriptive conclusions, this study employs a qualitative descriptive method. The study's findings indicate that the slogans of online ads for food and drink products contain many linguistic styles, such as personification, metaphor, hyperbole, and repetition. By presenting the language styles that have been discovered into teaching materials, the study's findings can be used to create advertising text learning handouts for junior high school students in grades VIII. This will help students understand the language styles used in advertising slogans.

Trends in Children’s Exposure to Food and Beverage Advertising on Television

Reducing children's exposure to advertisements promoting unhealthy foods and beverages has been recognized by the World Health Organization as a key strategy to improve children's diets and reduce childhood obesity. To examine changes in children's exposure to food-related (food, beverage, and restaurant) television advertising, including for products high in nutrients to limit (NTL; ie, saturated fat, trans fat, total sugars, and sodium) based on federal Interagency Working Group guidelines, following changes in the voluntary industry self-regulatory Children's Food and Beverage Advertising Initiative (CFBAI). This repeated cross-sectional study used US television ratings data on advertising exposure from The Nielsen Company for 2013, 2014, 2015, 2018, and 2022. Food and beverage product advertisements were assessed for nutritional content. Participants included 2- to 5-year-old and 6-to 11-year-old children. Data analysis was performed from July 2023 to January 2024. Changes in CFBAI standards in 2014 and 2020. The primary outcome was the number of food-related advertisements seen per year and percentage of food and beverage product advertisements high in NTL, on all programming and children's programming (defined as ≥35% child audience share). From 2013 to 2022, total advertisements seen per year declined by 77.6% (from 4611 to 1035) for 2- to 5-year-olds and by 78.5% (from 4860 to 1046) for 6- to 11-year-olds. Advertisements seen on children's programming decreased by 95.1% (from 1703 to 84 per year) for 2- to 5-year-olds and by 97.0% (from 1745 to 52 per year) for 6- to 11-year-olds. The percentages of advertisements for products high in NTL decreased from 2013 to 2022 but were still high: 68.9% for all programming and 63.9% for children's programming for 2- to 5-year-olds, and 68.4% for all programming and 60.6% for children's programming for 6- to 11-year-olds. The majority (51%-52%) of CFBAI-member food and beverage advertisements on children's programming remained high in NTL. Black children saw more food-related television advertisements than White children (58% more for 2- to 5-year-olds and 72% more for 6- to 11-year-olds); however, the percentage of advertisements for food and beverage products high in NTL seen was similar by race. In this repeated cross-sectional study of children's exposure to food-related television advertisements, exposure via children's programming decreased substantially. However, most advertisements seen were still for unhealthy products, and exposure from all programming remained substantial. Findings of more than 90% of advertising exposure not from children's programming and more than 1000 food-related advertisements seen per year suggest the need for government regulations based on time of day rather than programming.

Impact of text-only versus large text-and-picture alcohol warning formats: A functional magnetic resonance imaging study in French young male drinkers.

Although the World Health Organization recommends visible and clear warning labels about the risks of alcohol consumption on containers and advertising, many of the currently used labels are too small to be visible. This study investigated the brain activity (using fMRI) and alcohol consumption intentions of French young men exposed to two warning formats displayed on alcoholic beverage advertisements: a small Text-only Alcohol Warning (TAW) currently used in many countries, and a larger text-and-picture alcohol warning (PAW). Seventy-four eligible 18-25-year-old male drinkers completed a face-to-face individual visit with a physician expert in addiction medicine. This was followed by the fMRI session during which they viewed 288 stimuli [96 alcohol advertisements with TAWs, the same 96 advertisements with PAWs, and 96 water advertisements (controls)] for 3 s each. If the advertisement made participants want ("yes")/do not want ("no") to consume the product, they pressed the corresponding button (self-report responses). The number of "yes" responses was compared between advertisement types with a paired sample t-test. Whole-brain and region-of-interest (ROI) analyses of the fMRI data were performed. Whole-brain BOLD fMRI highlighted contrasting effects of PAWs and TAWs. Compared with TAWs, PAWs elicited more activation in the precuneus, angular gyrus, occipital, frontal and temporal areas, and less activation in the nucleus accumbens, ventral tegmental areas, and putamen areas (regions of the reward circuit). The ROI analysis confirmed less activation in the reward circuit (left and right ventral tegmental areas, left and right nucleus accumbens) when viewing PAWs than TAWs. Analysis of the self-report responses indicated that the desire to consume the advertised alcohol product was lower when PAWs were viewed (compared with TAWs) (T = 8.18, p < 10-11). This is the first fMRI study to assess the effect of different alcohol warning formats. Our findings show that compared with TAWs, stronger PAWs in advertisements elicited less activity in key regions of the reward system. This suggests that the effects may influence the desire to consume alcohol products (self-report response analysis). These results could help policymakers who are interested in developing more effective labeling measures that target young people.

Exposure to preference-matched alcohol advertisements from national sports broadcasts increases short-term alcohol consumption inclinations in risky drinkers.

In Australia, sports broadcasting is afforded special alcohol advertising rights during daytime hours, which raises public health concerns, including short-term increases in alcohol consumption among the broad viewership of national sporting codes. We conducted a content analysis across a sample of nationally televised finals matches (N = 16) from the Australian Football League (AFL) and the National Rugby League (NRL) to determine the prevalence of alcohol advertising video clips during these broadcasts. We also conducted an online experiment exposing participants (N = 345) to a randomly selected alcohol advertisement and measured the immediate effects on self-reported alcohol craving and drinking intentions. The prevalence of alcohol advertising video clips during AFL broadcasts was 3.9% and 1.8% for NRL. While, overall, alcohol advertisement video clip exposure did not impact craving or drinking intentions, a modest increase in craving was found for a subsample of risky drinking participants (N = 107) who also reported a preference for the specific alcoholic beverage being advertised. Video alcohol advertisements occurred less than 1 in 20 advertisements on average and exposure to alcohol advertising elicited a low, yet measurable, short-term increase in alcohol inclinations, among vulnerable adult drinkers when a desirable alcoholic beverage advertisement is viewed. SO WHAT?: Given that alcohol advertisements are most likely to increase consumption among risky drinkers, health messaging during sports broadcasts needs to specifically target these individuals.

Types of Figurative Language Found in English Slogan Beverage Products

This study aims to identify and analyze the types figurative language found in English Slogan beverage advertisements, especially about the types and meanings of figurative language that contained in English Slogan. The problem discussed in this study are (1) what types of figurative language found in English Slogan of beverage advertisements, and (2) how the meaning of the figurative language that contained in English sloganof beverage advertisements. Thus, in analyzes the data the researcher used the descriptive qualitative method by using theory proposed by Kennedy (1983) and Leech (1981). As the result of this analysis the researcher found that are 4 types of figurative language in English slogan of beverage advertisements. They are: comparative 14 data or 48,28%, contradictive 9 data or 31,03%, and correlative 6 data or 20,69%. Comparative figurative language consists of Personification, Metaphor and Simile. Contradictive figurative language consists of Hyperbole, Litotes, Paradox and Irony. Correlative language consists of Metonymy, Synechdoche, Symbol, Allusion and Elipsis. For the meaning of the figurative language contained in English slogan of beverage advertisements the researcher found 2 types of meaning, such as; conceptual meaning 1 data or 20% and the connotative meaning 4 data or 80%. Keywords: Figurative Language, English slogan, Products .

Comparing the number of outdoor sugar-sweetened beverage and caffeinated beverage advertisements near schools by school type and school-level economic advantage.

Sugar-sweetened beverage and caffeinated beverage consumption are associated with a variety of health issues among youth. Food and beverage marketing has been shown to affect youth's preferences, purchases, and consumption of marketed products. Previous research suggests that outdoor food and beverage marketing differs by community demographics, with more advertisements in lower-income communities and near schools. The purpose of this study is to examine the density of sugar-sweetened and caffeinated beverage advertisements near schools by school type (middle vs. high school) and by school-level SES. Data are from the Outdoor Measuring and Evaluating the Determinants and Influence of Advertising (MEDIA)study, which documented and described all outdoor food and beverage advertisements near 47 middle and high schools in 2012. Beverage advertisements were categorized as: sugar-sweetened/caffeinated, sugar-sweetened/non-caffeinated, non-sugar-sweetened/caffeinated, or non-sugar-sweetened/non-caffeinated. Schools were categorized by type (middle vs high) and by SES as determined by the percentage of students qualifying for free or reduced-price lunch. Bootstrapped non-parametric Mann-Whitney U tests compared the number of advertisements in each category by school type and school-level SES (higher vs lower). Compared to schools with higher SES, schools with lower SES had significantly more advertisements for sugar-sweetened/non-caffeinated beverages (Medianlow = 28.5 (IQR 17-69), vs Medianhigh = 10.5 (IQR 4-17) (p = 0.002)., sugar-sweetened non-caffeinated (Medianlow = 46 (IQR 16-99) vs Medianhigh = 13.5 (IQR 6-25), p = 0.002), -sugar-sweetened caffeinated (Medianlow = 12 (IQR 8-19) vs Medianhigh = 6 (IQR 2-8), p = 0.000), and non-sugar-sweetened non-caffeinated (Medianlow = 30 (IQR 13-65) vs Medianhigh = 14 (IQR 4-29), p = 0.045).There were no significant differences by school type. This study adds to the literature demonstrating pervasive marketing of unhealthy products in lower-income communities. Disproportionate exposure to sugar-sweetened and caffeinated beverage advertisements in lower-income communities may contribute to the disparities in associated health outcomes by economic status.

Predicted impact of banning nonessential, energy-dense food and beverages in schools in Mexico: A microsimulation study.

Childhood obesity is a growing concern worldwide. School-based interventions have been proposed as effective means to improve nutritional knowledge and prevent obesity. In 2023, Mexico approved a reform to the General Education Law to strengthen the ban of sales and advertising of nonessential energy-dense food and beverages (NEDFBs) in schools and surroundings. We aimed to predict the expected one-year change in total caloric intake and obesity prevalence by introducing the ban of NEDFBs sales in schools, among school-aged children and adolescents (6 to 17 years old) in Mexico. We used age-specific equations to predict baseline fat-free mass (FFM) and fat mass (FM) and then estimated total energy intake (TEI) per day. The TEI after the intervention was estimated under 4 scenarios: (1) using national data to inform the intervention effect; (2) varying law compliance; (3) using meta-analytic data to inform the intervention effect size on calories; and (4) using national data to inform the intervention effect by sex and socioeconomic status (SES). We used Hall's microsimulation model to estimate the potential impact on body weight and obesity prevalence of children and adolescents 1 year after implementing the intervention in Mexican schools. We found that children could reduce their daily energy intake by 33 kcal/day/person (uncertainty interval, UI, [25, 42] kcal/day/person), reducing on average 0.8 kg/person (UI [0.6, 1.0] kg/person) and 1.5 percentage points (pp) in obesity (UI [1.1, 1.9] pp) 1 year after implementing the law. We showed that compliance will be key to the success of this intervention: considering a 50% compliance the intervention effect could reduce 0.4 kg/person (UI [0.3, 0.5] kg/person). Our sensitivity analysis showed that the ban could reduce body weight by 1.3 kg/person (UI [0.8, 1.8] kg/person) and up to 5.4 kg/person (UI [3.4, 7.5] kg/person) in the best-case scenario. Study limitations include assuming that obesity and the contribution of NEDFBs consumed at school remain constant over time, assuming full compliance, and not considering the potential effect of banning NEDFBs in stores near schools. Even in the most conservative scenario, banning sales of NEDFBs in schools is expected to significantly reduce obesity, but achieving high compliance will be key to its success. - School-based interventions have been recognized as effective means to improve nutritional knowledge and prevent obesity-related diseases.- In December 2023, the Chamber of Representatives of Mexico approved an amendment that strengthens and updates the General Education Law (Article 75) and nutritional guidelines to ban the sales and advertising of nonessential energy-dense food and beverages (NEDFBs) in schools. - We used age-specific equations to predict baseline fat-free mass (FFM) and fat mass (FM) and total energy intake (TEI) per day.- We used microsimulation modeling to predict body weight and obesity prevalence of children and adolescents 1 year after implementing the intervention in Mexican schools.- Our modeling study suggests that an important impact on obesity prevalence can be expected if the law is implemented and enforced as intended. - If successful, this law could serve as an example beyond Mexico on how to achieve changes in body weight through school food regulation.- An important limitation of our main scenario is that we assumed full compliance of schools with the law, yet lower compliance will reduce its impact. We also did not consider historical trends on obesity or NEDFBs consumed in schools during our 1 year simulation, and we considered only the ban impact inside schools, excluding effects near and outside schools.

A Comprehensive Analysis of Misleading Food and Beverage Advertisements, with a Special Emphasis on Television Commercials regarding Women’s Health and Wellness

This research paper delves into the dynamic landscape of contemporary advertising, acknowledging its profound impact on daily experiences in the evolving journey of human civilization. Whether individuals are commuting or in the sanctuary of their homes, exposure to advertisements has become an omnipresent aspect of modern life, extending seamlessly into the digital realm through platforms such as YouTube, Facebook, and Twitter. Advertisements have metamorphosed into a formidable force, not only shaping our immediate environment but also exerting a substantial influence on lifestyles and the formation of identities. In light of this, a critical examination of the accuracy of advertisers’ claims becomes imperative, particularly when focusing on the intricate domain of food and beverages. The food and beverage industry, marked by intense competition, witnesses entities ardently promoting and selling their products. In this highly competitive marketplace, companies strive to establish market dominance, often resorting to misleading and faulty advertising practices. Navigating the intricacies of the food and beverage sector necessitates a discerning evaluation of the claims propagated by advertisers.

Mapping Discourse of Food and Beverage Advertisements on Television Based on Language Structure and Function

This research presents the structure and function of food and beverage advertisements on television. The method used is a discourse analysis approach in qualitative research. Descriptive analysis approach is used in the research process. The data used are food and beverage advertisements on television that contain the structure and language functions of advertisements. The research data include words, phrases, clauses, and sentences in food and beverage advertisements on television. The findings of this research illustrate that (1) the structure of food and beverage advertisements on television consists of main points, explanatory points, and closing points, and (2) the language functions in food and beverage product advertisements on television include informative, persuasive, and image-building functions to create a positive image of the product to potential consumers. Keywords: discourse analysis, oral discourse, advertisements

EMOTIONAL LEXICONS IN FOOD AND DRINK ADVERTISEMENTS

The effectiveness of advertisement content is one of the most significant factors affecting consumers’ affective and behavioral intentions. Consumption emotions which consumers experience before, during and after using a product partly derive from their exposure to the advertisement. Various consumption emotions for different food products and experiences have been explored and validated. However, there has been little research that scrutinizes emotional lexicons in advertisements and how these lexicons affect consumer behaviors. This empirical research adopted content and thematic analysis to explore the emotional lexicons used in food and beverage advertisements. The study examined advertisers’ perspectives of emotional lexicon and the degree of influence on consumers’ perceptions and behaviors. The findings showed that three themes of the emotional words and expressions were used in food and beverage advertisements: sensory, affective, and behavioral evocative. This study made theoretical contributions to the knowledge of consumption emotion and provided valuable insights into the method and process of creating emotional lexicon. It also proposed a working list of emotional lexicons helpful for food and beverage advertising

Public support for proposed government policies to optimise the social benefits of autonomous vehicles

Governments will have a key role in establishing the policy environment needed to optimise the social outcomes associated with the evolution of autonomous vehicles (AVs). However, little is known about the extent to which the general public would support the diverse range of policies that could be implemented across human transport and product delivery AV applications. To address this deficit, the aim of the present study was to explore public support for a range of human transport and product delivery AV policies. In total, 1078 adult Australians completed an online survey that assessed transport-related attitudes and behaviours, including support for 11 AV policies pertaining to human transport and product delivery AV applications. Results suggest policies that ensure walking and cycling paths are prioritised for active transport (supported by 65%), limit the numbers of personal flying passenger AVs in the airspace (62%) and delivery bots on streets (64%), and ensure that those with mobility limitations have priority access to autonomous product deliveries (60%) are likely to be acceptable to the general community. To a somewhat lesser extent, limiting the operating hours for AV delivery services (51%) and banning the advertising of unhealthy foods and beverages on the surface areas of delivery AVs (50%) are also likely to be broadly accepted.

Visual rhetoric in advertising of China’s new tea beverage industry, using HEYTEA as an example

In recent years, China’s tea market has undergone immense transformations, giving rise to a diverse range of novel products collectively known as new tea beverages. This market trend has led to intense competition, compelling brands to employ innovative advertising strategies to captivate consumers. This study focuses on the well-known Chinese new tea beverage brand “HEYTEA” as a case study. It employs the theoretical framework of visual rhetoric to analyze visual rhetoric in new tea beverage advertisements from two dimensions: visual image and rhetorical techniques. In terms of visual image, advertisements effectively convey messages through a rich array of visual elements, attracting target audiences and enhancing their overall impact. On the other hand, within the domain of linguistic visual rhetoric, advertising copy emphasizes the use of words, sentence structures, and rhetorical devices to accentuate product features, thereby stimulating consumers’ sensory experiences. The objective of this research is to explore the value of visual rhetoric in new tea beverage advertising.

Code-Mixing Patterns of Commercial Advertising in Sri Lanka: With Special Reference to Food and Beverage Advertising

Most advertising is intended to be persuasive to boost the promotion of an idea, product, or service. One marketing strategy employed to influence bilingual consumers is using code-mixed messages. This research aimed to find how code-mixing is employed in Sri Lankan television commercial advertising on food and beverages. The study analyzed code-mixed television commercials on food and beverages to examine morphological processes and code-mixing patterns in their jingles. This research aimed to investigate morphological processes and scrutinize code-mixing patterns utilized in commercial advertising in Sri Lanka. The results revealed that the code-mixed language of television commercials, about morphological processes and code-mixing patterns, identified nominalization, hybridization, alternation, and coinage as highly productive morphological processes employed by advertisers in Sri Lanka. Nativization was found to be less productive. The author confirms that there is no conflict of interest in the study. Creative writers believe Sinhala's English syntactic styles make the marketing message more effective. This is a morphological strategy to attract upper-middle or dominant Sri Lankan English-Sinhala bilinguals.

Sprachliche Besonderheiten in ausgewählten deutschen Werbetexten für Getränkeprodukte / Linguistic Particularities in Selected German Advertising Texts for Beverage Products

Advertising or advertising texts belong to mass media communication and are studied in different contexts and perspectives. This article focuses on linguistic analysis, presenting linguistic peculiarities in selected advertising texts for beverage products in the German-speaking region. Characteristic linguistic patterns, stylistic devices, and identified lexical preferences are discussed concerning advertising goals and effects. The results of the corpus analysis show that German beverage advertisements are mainly characterized by the use of various language games, Anglicisms, metaphorical, metonymic, and elliptical or fragmentary expressions. All these linguistic peculiarities draw potential consumers’ attention and communicate specific values effectively, such as taste, freshness, or authenticity.

Beverage industry TV advertising shifts after a stepwise mandatory food marketing restriction: achievements and challenges with regulating the food marketing environment.

Sugar-sweetened beverages (SSB) are heavily advertised globally, and SSB consumption is linked to increased health risk. To reduce unhealthy food marketing, Chile implemented a regulation for products classified as high in energies, sugar, saturated fat or sodium, starting with a 2016 ban on child-targeted advertising of these products and adding a 06.00-22.00 daytime advertising ban in 2019. This study assesses changes in television advertising prevalence of ready-to-drink beverages, including and beyond SSB, to analyse how the beverage industry shifted its marketing strategies across Chile's implementation phases. Beverage advertisements were recorded during two randomly constructed weeks in April-May of 2016 (pre-implementation) through 2019 (daytime ban). Ad products were classified as 'high-in' or 'non-high-in' according to regulation nutrient thresholds. Ads were analysed for their programme placement and marketing content. Chile. From pre-regulation to daytime ban, child-targeted, daytime and total ads decreased by 51·8 percentage points (p.p.), 51·5 p.p. and 61·8 p.p. for high-in products and increased by 62·9 p.p., 54·9 p.p. and 61·8 p.p. for non-high-in products (Ps < 0·001). Additionally, total ready-to-drink beverage ads increased by 5·4 p.p. and brand-only ads (no product shown) by 7 p.p. After the regulation implementation, 'high-in' ads fell significantly, but 'non-high-in' ads rose and continued using strategies targeting children and being aired during daytime. Given research showing that advertising one product can increase preferences for a different product from that same brand and product categories, broader food marketing regulation approaches may be needed to protect children from the harmful effects of food marketing.