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Table 3 Proportion of F&B ads on Beijing TV, according to the marketing technique used and type of modela

From: The extent and nature of television food and non-alcoholic beverage advertising to children during chinese New Year in Beijing, China

   INFORMAS food system WHO-WPRO Nutrient Profile Model GSCCA
Marketing technique n % Core Uncore Permitted Nonpermitted Healthy Unhealthy
Promotional characters No. of F&B ads
(n 4036, 100%)
      
Use cartoon/company-owned characters, famous characters, licensed characters, or celebrities 2011 49.83 27 1421 631 837 458 1010
Use scenes of major historical rituals or events, festivals, etc. 1335 33.08 33 872 33 1025 33 872
History honors, awards, and achievements, etc. that the product or the company achieved 359 8.89 166 21 166 192 84 21
Scenes of life embedded 2815 69.75 241 2192 700 1792 440 1904
Recommended for target groups (e.g., “for infants” or “for kids”) 690 17.10 0 0 0 0 0 0
Joint promotion with other brands or products 699 17.32 22 677 326 373 326 373
Brand benefit claims No. of F&B ads
(n 4036, 100%)
      
Sensory characteristics (taste, texture, appearance, aroma, etc.) 1635 40.51 153 1246 308 1283 86 1237
New product development 3 0.07 0 3 0 3 0 3
Describe product details, such as “produced using pure milk” 1768 43.81 228 657 532 545 392 380
Emotional appeal (fun, happiness, popularity, such as “Everyone likes XX”) 1814 44.95 27 1767 327 1487 154 1660
Exaggerating (claiming to be better than other products) 242 6.00 130 82 139 103 76 73
Convenient 0 0.00% 0 0 0 0 0 0
Health claims No. of F&B ads
(n 1015, 25.15%)
  a     
  1010 25.02 100 569 100 607 72 569
Nutrition claims (e.g., low fat) 817 20.24 61 636 61 686 33 656
Claims of higher or lower nutrient content (e.g., reduced fat) 60 1.49 34 171 179 26 179 26
General health claims (e.g., a healthy diet) 678 16.80 74 473 83 494 60 464
Nutrition and other functional claims (e.g., calcium is good for bones) 1015 25.15 56 671 360 405 332 367
Claims to reduce disease risk 255 6.32 0 0 0 0 0 0
Other claims (e.g., organic) 661 16.38 73 154 227 1 227 0
Premium and price-related offers         
  0 0.00 0 0 0 0 0 0
  1. Ads advertisements, TV television, F&B ads food and non-alcoholic beverage advertisements
  2. a Advertisements could employ one or more marketing techniques