Avaliação de estratégias de comunicação e da memória visual na embalagem de alimentos processados dirigidos ao público infantil / Evaluation of communication strategies and visual memory of packaging of processed foods targeted to children

AUTOR(ES)
DATA DE PUBLICAÇÃO

2010

RESUMO

INTRODUCTION. The industry can estimulate the consumption of a variety of foods with high energy density through marketing, with substantial involvement on the shaping of childrens eating habits. Little is known about the childs memory in relation to the packaging of foods targeted to this audience. OBJECTIVE. To describe the communication contents of the packages of savoury snacks and sandwich cookies used as a marketing strategy, the visual memory of children regarding to the packaging of these products and to relate them with nutritional status, school grade, gender, frequency of savoury snack and sandwich cookie intake and frequency of visits to the supermarket. METHODS. The assessment of visual memory was performed using the drawing technique with 152 students enrolled in elementary school from a private school in the city of Taubaté, São Paulo. Anthropometric measures and frequency of visits to the supermarket and frequency of savoury snack and sandwich cookie data were collected and the BMI calculated. Through the drawings the brands mentioned by the students were identified and the marketing components were categorized. The frequency of each component of the drawing was calculated and the chi-square test was used to analyze the relationship between each component with the variables studied. RESULTS. Regarding the visual memory of savoury snacks packaging, the components that appeared most frequently in drawings were brand (54.6 per cent), the image of the product reproduced on the package (45.4 per cent) and character (27.0 per cent) and the colors used were red (36.8 per cent), blue (30.3 per cent) and yellow (22.4 per cent). For the sandwich cookies appeared more frequently brand (62.5 per cent), character (30.9 per cent), the image of the product reproduced on the package (25.0 per cent) and taste (15.8 per cent) and the colors used were blue (36 8 per cent), brown (26.3 per cent). The colors identified by the children, both for savoury snacks and sandwich cookies are similar to those found on the packages available in the market. All packages of savoury snacks had the product image and 53,8 per cent had a character that represents the brand, while 54,5 per cent packages of sandwich cookies had a character. The female children remembered more of the savoury snacks reproduced on the package (p = 0.016) and the characters in the drawing of the sandwich cookies package (p = 0.04). There were no statistically significant differences between the memory of the components of the package and the nutritional status and frequency of visits to the supermarket. CONCLUSION. The elements present in the package are equally consolidated in the memory of children regardless of nutritional status, frequency of visits to the supermarket and frequency of sandwich cookie and savoury snack intake

ASSUNTO(S)

child marketing industrialized food embalagem de alimentos marketing criança memory package of food alimentos industrializados memória

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