Efectos de los comerciales con contenido erótico-sexual sobre el recuerdo, actitudes y actividad fisiológica, en relación con el grado de liberalidad / Effects of Ad with Erotic-Sexual Content on Recall, Attitudes and Physiological Activity, in Relation to the Degree of Liberality

Resumen El presente estudio pretendió establecer el efecto de comerciales con contenidos de naturaleza erótico-sexual sobre el recuerdo y las actitudes hacia el anuncio y la marca publicitada. Se analizó la activación fisiológica y se buscaron relaciones con el grado de liberalidad-conservadurismo de cada participante. Para ello, se desarrolló un estudio cuasiexperimental con dos grupos, uno conformado por 29 hombres y el otro por 29 mujeres. Se diseñó un programa de televisión que consistía en un documental sobre la naturaleza en donde se insertaron tres tipos de comerciales: A1 (alto contenido erótico-sexual), A2 (bajo contenido erótico-sexual) y A3 (sin contenido erótico-sexual). Los comerciales fueron clasificados de acuerdo con las categorías empleadas por la NICAM y por la ISFP. Se combinaron los órdenes de aparición de estos comerciales y se eligió el orden que recibió cada participante de manera aleatoria. Posteriormente, fueron conectados a un polígrafo que registró su actividad fisiológica frente al programa que observaban. Una vez terminado el procedimiento, se aplicó un cuestionario para medir el recuerdo y actitudes frente al comercial y a la marca. Los resultados muestran que no existen diferencias significativas entre hombres y mujeres en la activación fisiológica frente a los comerciales con alto grado de erotismo y que el contenido erótico-sexual aportó significativamente a la recordación de la marca. De la misma manera, no se observaron efectos diferenciales de los contenidos eróticos en relación con el grado de liberalidad de los participantes.

Abstract This study aimed to establish the effect of ad with erotic content of a sexual nature on the recall and attitudes toward the ad and the advertised brand, analyzing the physiological activation of individuals and the observed differences between men and women. In addition, the differences in relation to the degree of conservatism of each participant settled. For this, a quasi-experimental study compared two groups, one consisting of 29 men and the other for 29 women developed. Television program was designed consisting in a nature documentary where 3 types of commercial A1 (highly erotic-sexual content), A2 (under erotic-sexual content) and A3 (without erotic-sexual content) were inserted. The commercials were classified according to the categories used by NICAM and the ISFP. The order of appearance of these commercials were combined and the order received each participant was randomly chosen. They were then connected to a polygraph which recorded its physiological activity to the program watching. Once the procedure is completed, a questionnaire was applied to measure memory and attitudes towards trade and off the mark. The results show no significant differences between men and women in physiological arousal against commercial high degree of eroticism and the erotic-sexual content did not contribute significantly improved the brand recall. No differential effects of erotic content depending on the degree of concessionality of participants were observed.

Unhealthy food marketing around New Zealand schools: a national study.

OBJECTIVES: This is the first nationwide analysis of food marketing around New Zealand (NZ) schools. METHODS: Zones (500-m network buffers) were created around a sample of 950 schools (37.5% of total) using ArcGIS. Foods advertised were classified according to the NZ Food and Beverage Classification System and the World Health Organization (WHO) Europe Nutrient Profile Model. Convenience, fast food and takeaway outlets were mapped. RESULTS: About 65% of foods were not permitted to be marketed to children by the WHO model. The median and maximum number of non-permitted foods was 16.2 per km2 and 805.9 per km2, and the median number of junk food advertisements was 10.6 per km2 for urban schools. The proportion of junk food advertisements was significantly higher around schools with the highest (50.7% vs. 37.4%, p < 0.001) compared to the lowest number of socio-economically deprived children. Sugar-sweetened beverages (N = 4584, 20.4%) and fast food (N = 4329, 19.2%) were most frequently marketed. The median and maximum number of unhealthy outlets around schools was 5 and 212, respectively. CONCLUSIONS: NZ schools are surrounded by unhealthy food marketing. Regulations to restrict such marketing need to be implemented.