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Abstract(s)
As crianças e os adolescentes constituem uma faixa etária que, para além de viverem em torno da evolução da tecnologia e dos novos media, são alvos vulneráveis do marketing e da publicidade, tornando-se assim, o público escolhido para publicidades de marcas, acabando por ser influenciados na escolha e compra de produtos ou marcas, nomeadamente nas escolhas alimentares, muitas vezes levados a optar por alimentos menos saudáveis e mais calóricos, como é o caso de cereais açucarados, sumos e refrigerantes, snacks, bolachas, chocolates e fast-food, prejudicando assim a sua saúde. O presente estudo teve como objetivo avaliar a perceção que os encarregados de educação têm em relação à influência do marketing digital nas escolhas de crianças e adolescentes, nomeadamente escolhas alimentares. Os participantes deste estudo, demonstraram que, apesar de haver algumas influências, principalmente na escolha de roupa e/ou calçado, penteados e acessórios e brinquedos, através de publicidade nos novos media, no que diz respeito a influências alimentares, não pareceu haver evidências significativas. Para além disso, a frequência do consumo de alguns alimentos e grupos de alimentos, permitiu concluir que as crianças e adolescentes deste estudo apresentam cuidados com a alimentação, consumindo alimentos mais saudáveis em comparação com alimentos mais ricos em açúcar, sal e gordura. Verificou-se que uma grande proporção dos encarregados de educação não conhecia claramente quais os conteúdos de internet visualizados pelos seus educandos. É importante que os encarregados de educação tenha perceção das páginas visualizadas pelos seus filhos e estejam atentos à publicidade a certos alimentos, de forma a garantir que estes não são influenciados pela publicidade presente na internet como em redes sociais, youtube, videojogos, de forma a promover uma boa educação alimentar e melhorar os hábitos alimentares das crianças e adolescentes.
Children and adolescents are an age group that, in addition to living around the evolution of technology and new media, are vulnerable targets, for marketing and advertising, thus becoming the chosen audience for brand advertising, ultimately being influenced on their choice of products or brands, particularly on their food decisions, often leading to less healthy and calorie foods such as sugary cereals, juices and sodas, snacks, cookies, chocolates and fast food, thus harming their health. This study aimed to evaluate the perception that caregivers have regarding the influence of digital marketing on the choices of children and adolescents, namely food choices. The caregivers who participated in this study demonstrated that although there were some influences mainly on the choice of clothing and / or footwear, hairstyles and accessories and toys through advertising in the new media, as far as dietary influences were concerned, there did not seem to be any significant evidence. In addition to that, the frequency of consumption of some foods and food groups led to the conclusion that the children and adolescents in this study have dietary care, as they consume healthier food instead of food rich in sugar, salt and fat. It was found that a high proportion of caregivers did not clearly know what internet content their children visit. It is important for caregivers to be aware of the pages viewed by their children and to be aware of advertising for certain foods in order to ensure that they are not influenced by advertising on the internet such as social networks, Youtube, video games in order to promote good food education and improve the eating habits of children and adolescents.
Children and adolescents are an age group that, in addition to living around the evolution of technology and new media, are vulnerable targets, for marketing and advertising, thus becoming the chosen audience for brand advertising, ultimately being influenced on their choice of products or brands, particularly on their food decisions, often leading to less healthy and calorie foods such as sugary cereals, juices and sodas, snacks, cookies, chocolates and fast food, thus harming their health. This study aimed to evaluate the perception that caregivers have regarding the influence of digital marketing on the choices of children and adolescents, namely food choices. The caregivers who participated in this study demonstrated that although there were some influences mainly on the choice of clothing and / or footwear, hairstyles and accessories and toys through advertising in the new media, as far as dietary influences were concerned, there did not seem to be any significant evidence. In addition to that, the frequency of consumption of some foods and food groups led to the conclusion that the children and adolescents in this study have dietary care, as they consume healthier food instead of food rich in sugar, salt and fat. It was found that a high proportion of caregivers did not clearly know what internet content their children visit. It is important for caregivers to be aware of the pages viewed by their children and to be aware of advertising for certain foods in order to ensure that they are not influenced by advertising on the internet such as social networks, Youtube, video games in order to promote good food education and improve the eating habits of children and adolescents.
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Keywords
Criança/adolescente Marketing digital Influências alimentares Ingestão alimentar Child / adolescent Digital marketing Food influences Dietary intake