Consumer Choices: Analyzing Health Messages in Media

Consumer Choices: Analyzing Health Messages in Media

Introduction

  • The media is a primary vehicle for delivering health-related information, often through advertisements.
  • This section focuses on analyzing health messages in media advertisements.

The Pervasiveness of Media and Advertising

  • The media includes diverse platforms: Internet, TV, radio, billboards, and social networking.
  • The average adult encounters approximately 600 advertisements daily and watches around 28 hours of television weekly, which amounts to almost 4 hours per day.

What is an Advertisement?

  • An advertisement is a written or spoken message aimed at:
    • Interesting customers in a product or service.
    • Affecting consumer attitudes towards a product.
    • Influencing a consumer's lifestyle.

Hidden Messages in Advertisements

  • Advertisements often contain subtle, persuasive messages:
    • "Everyone is using it, so should you."
    • "This will make you feel rich and famous."
    • "It's too good a deal to pass up."
    • "You're smart enough to get this."
    • "This product will make your life more fun."
    • "It worked for them, so it'll work for you."
    • "It's natural, so it must be healthy."

Examples of Advertisements

Fast Food Ads

  • Often feature well-known athletes consuming fast food.
  • Attempt to portray fast food as a healthy part of an attractive lifestyle.
  • Misleading, as fast food should be an occasional treat due to high levels of salt, sugar, and fat.
  • Excessive fast food consumption can lead to obesity, diabetes, and other lifestyle diseases.

Physical Activity Campaigns

  • Health-focused messages are more effective than appearance-focused messages in motivating physical activity.
  • Health-focused messages have positive effects on social well-being, physique, anxiety, and self-presentation.
  • Appearance-focused messages can negatively affect non-exercisers, discouraging them from participating.

Alcohol Advertising

  • Often humorous and aired during sporting events, promoting alcohol as a source of fun.
  • Contributes to underage drinking; 28\% of high school seniors report binge drinking (more than five drinks in a short time).
  • Increased risk of unprotected sex, sexually transmitted diseases, and drunk driving accidents associated with alcohol use.

Tobacco Advertising

  • Contributes to new smokers; 4,000 kids buy their first cigarette daily, and 1,000 become regular smokers.
  • One-third of smokers die prematurely due to tobacco use.
  • Historically, tobacco companies targeted children with advertising icons.
  • Although TV advertising is banned, tobacco advertising persists in print magazines.

Analyzing Media Messages: Four Key Questions

  1. What are they trying to say?
    • Identify the intended message: influencing lifestyle, changing opinions, or promoting a purchase.
  2. Who are they trying to sell to?
    • Understand the target audience and the advertiser's goal to make money.
  3. How does this message influence me?
    • Acknowledge that advertisements are effective and identify how they affect you personally.
  4. What am I going to do about it?
    • Recognize your power to make independent, health-conscious decisions.
    • Prioritize your health and happiness over advertising influence.

Conclusion

  • Understanding the strategies employed in fast food, physical activity, alcohol, and tobacco advertising can help individuals make informed decisions.
  • Media messages can be influenced and controlled by the individual rising above influence.