Picturing food: the visual style of teen-targeted food marketing

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-04-11 DOI:10.1108/yc-08-2022-1577
Kirsten L. Ellison, Emily Truman, Charlene Elliott
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引用次数: 1

Abstract

Purpose Despite the pervasiveness of teen-targeted food advertising on social media, little is known about the persuasive elements (or power) found within those ads. This research study aims to engage with the concept of “visual style” to explore the range of visual techniques used in Instagram food marketing to teenagers. Design/methodology/approach A participatory study was conducted with 57 teenagers, who used a specially designed mobile app to capture images of the teen-targeted food marketing they encountered for seven days. A visual thematic analysis was used to assess and classify the advertisements that participants captured from Instagram and specifically tagged with “visual style”. Findings A total of 142 food advertisements from Instagram were tagged with visual style, and classified into five main styles: Bold Focus, Bespoke, Absurd, Everyday and Sensory. Research limitations/implications This study contributes to an improved understanding about how the visual is used as a marketing technique to capture teenagers’ attention, contributing to the persuasive power of marketing messages. Originality/value Food marketing is a significant part of the young consumer’s marketplace, and this study provides new insight into the sophisticated nature of such marketing – revealing the visual styles used to capture the attention of its brand-aware audience.
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想象食物:青少年食品营销的视觉风格
尽管针对青少年的食品广告在社交媒体上无处不在,但人们对这些广告中的说服元素(或力量)知之甚少。本研究旨在利用“视觉风格”的概念,探索Instagram上针对青少年的食品营销中使用的视觉技巧的范围。设计/方法/方法对57名青少年进行了一项参与性研究,他们使用专门设计的移动应用程序在七天内捕捉他们遇到的针对青少年的食品营销图像。视觉主题分析用于评估和分类参与者从Instagram上捕获的广告,并特别标记为“视觉风格”。共有142个来自Instagram的食品广告被贴上了视觉风格的标签,并分为五种主要风格:Bold Focus、Bespoke、荒诞、Everyday和Sensory。研究的局限性/启示本研究有助于我们更好地理解如何使用视觉作为一种营销技巧来吸引青少年的注意力,从而提高营销信息的说服力。创意/价值食品营销是年轻消费者市场的重要组成部分,这项研究为这种营销的复杂本质提供了新的见解——揭示了用于吸引品牌意识受众注意力的视觉风格。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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