Hvilke reklameslagord for presumptivt sunne og usunne produkter foretrekker skoleelever?

Abstract

The purpose of the master study was to examine the effects on young adults of different health appeals (healthy versus unhealthy) in ads for different food products, inspired by Adams and Geuens (2007). Three products were selected; one with a healthy profile, a second who’s commonly perceived as unhealthy and a third who was more difficult to categorize as either healthy or unhealthy. The products was each given to different types of slogans (One healthy slogan and one unhealthy slogan). The analysis showed that the unhealthy advertising slogan for the unhealthy product received the highest score, while the unhealthy advertising slogan for the healthy product received the lowest. As in Adams and Geuens (2007), the advertising slogan received the highest score when it reflected the products' objective classifications as being healthy or unhealthy. Further, it appeared that the advertising slogans influenced the respondents' health perception of the products, as well as purchase intentions and attitudes towards the products. Degree of health concern and lifestyle habits also seemed have an impact on which products and advertising slogans that were preferred. This may indicate that the sample may be influenced by how advertising campaigns depict their products. Knowledge about their own health and ability to critically evaluate advertising information can probably help contributing to more reflective food choices among young adults