Content analysis of islamic republic of iran television food advertising related to oral health: Appeals and performance methods

Background: Today, electronic mass media such as television (TV), influence behavioral pat-terns of their audiences. This study aimed to evaluate what messages on food advertisements related to oral health were transmitted (appeals) and how they were transferred (performance methods & artistic techniques) in Islamic Republic of Iran Broadcasting (IRIB).

Methods: In this cross sectional study, broadcasted advertisements on 4 important channels of Iran TV were recorded for a week from 8 am to 12 pm in 2012. The content and volume of food advertisements were investigated using a researcher-made check list. Advertisement group (food, non-food), food group (non-cariogenic, cariogenic), advertisement appeals (rational, emo-tional, and humor content), advertisement performance methods (hard-sell, soft-sell, presenting confirmation of Ministry of Health and Medical Education), and artistic technique were assessed. For variable comparison in groups a chi squared test and t-tests were used via SPSS software.

Results: Frequency of food advertisements (14.9%) were less than non-food advertising. Non-cariogenic food advertisements had higher frequency (12.09% (compared to cariogenic food (2.8%). Rational appeal in advertising of non-cariogenic food had the most frequency (64.9%). In contrast emotional appeal for cariogenic food was used more frequently (85.5%). For cariogenic foods, a soft-sell approach was used more frequently (95.5%). The most common artistic tech-nique used in food advertising was music. Chemical and mechanical dental plaque control mate-rials had a very low frequency (0.2%).

Conclusions: Advertising of cariogenic foods in Iran TV has low frequency.