Publicidad y Salud Comunitaria: Bebidas alcohólicas en el Prime Time = Advertising and Community Health: Alcohol in Prime Time
Abstract
Resumen: Los consejos publicitarios del alcohol en la televisión forman parte de la publicidad que llega a un amplio espectro de la población, creando modas y estableciendo cánones sociales, por lo que hay que vigilarlos y estudiarlos profundamente. Objetivo: El propósito de este estudio fue analizar la prevalencia de los anuncios de bebida alcohólica en el Prime Time y recoger las cualidades de los anuncios que fomentan el consumo del alcohol. Método: Se trata de un estudio cuanti-cualitativo de diseño descriptivo y longitudinal, que recoge datos sobre los consejos publicitarios durante dos semanas en las cadenas de televisión de Antena 3 y Tele 5. Resultados: los contenidos que anuncian bebidas alcohólicas en Tele 5 representan el 11,07 %; y en Antena 3, el 10,22% de la publicidad total recogida. Estos anuncios relacionan el consumo de alcohol con virilidad, éxito amistoso, social y sentimental, felicidad y mejor situación social entre otros. Conclusiones: El acceso a la publicidad del alcohol es muy amplio, pues las series que se televisan a esas horas están dirigidas a adolescentes y a un amplio público. La proyección de los anuncios publicitarios anima indiscriminadamente al consumo.
Palabras clave: publicidad, alcohol, salud comunitaria, medios de comunicación
Abstract: Counselling advertising of alcohol on TV are part of the advertising that reaches a broad spectrum of the population, creating fashion and establishing social standards, so you have to watch and study it deeply. Aim: The purpose of this study was to analyze the prevalence of alcohol ads in the Prime Time and pick up the qualities of the ads that promote alcohol consumption. Method: A quantitative and qualitative study and longitudinal descriptive design, which collects advertising boards for two weeks on the TV channels of Antena 3 and Tele 5. Results: The content that advertises alcoholic beverages in Tele 5 represent 11.07%, and Antena 3, 10.22% of total advertising collection. These ads link alcohol with virility, friendly, social and sentimental success, happiness and better position social between others. Conclusions: Access to alcohol advertising is very broad, as the series to be televised at that time are aimed at adolescents and a wider public. The projection of advertising encourages consumption indiscriminately.
Keywords: advertising, Alcohol, community health, mass media
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