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From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements

From informational towards transformational advertising strategies? A content analysis of Belgian... The purpose of this paper is to perform a preliminary examination of informational and transformational advertising appeals in contemporary advertisements for healthy and unhealthy foods.Design/methodology/approachWestern (European) food advertisements published in Belgian food magazines were content analyzed to identify informational and transformational advertising appeals. Belgian food advertising was selected as an adequate representation of Western (European) food advertising because marketing in Belgium is permeated by international influences (cf. Belgian Federal Government). Advertisements were sampled from three magazines over a period of five years, from January 2009 to December 2013. The sample comprised 325 unique advertisements, including 159 for healthy foods and 166 for unhealthy foods.FindingsThe results of the content analysis indicated that healthy food advertisements in Belgium are mainly informational, whereas unhealthy food advertisements are mainly transformational.Originality/valueThis preliminary examination of informational and transformational advertising appeals in contemporary healthy food and unhealthy food advertisements shows that healthy food advertisements in Belgium are mainly informational, whereas the segment of consumers which is precarious – people low-involved with healthy food – are mainly attracted by transformational advertising appeals. The contrasting transformational strategy of unhealthy-food advertisements can provide inspiration for healthy food advertisers to help increase healthy food consumption. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements

Roose, Gudrun; Geuens, Maggie; Vermeir, Iris
British Food Journal , Volume 120 (6): 13 – Jul 4, 2018
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-10-2017-0559
Publisher site
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Abstract

The purpose of this paper is to perform a preliminary examination of informational and transformational advertising appeals in contemporary advertisements for healthy and unhealthy foods.Design/methodology/approachWestern (European) food advertisements published in Belgian food magazines were content analyzed to identify informational and transformational advertising appeals. Belgian food advertising was selected as an adequate representation of Western (European) food advertising because marketing in Belgium is permeated by international influences (cf. Belgian Federal Government). Advertisements were sampled from three magazines over a period of five years, from January 2009 to December 2013. The sample comprised 325 unique advertisements, including 159 for healthy foods and 166 for unhealthy foods.FindingsThe results of the content analysis indicated that healthy food advertisements in Belgium are mainly informational, whereas unhealthy food advertisements are mainly transformational.Originality/valueThis preliminary examination of informational and transformational advertising appeals in contemporary healthy food and unhealthy food advertisements shows that healthy food advertisements in Belgium are mainly informational, whereas the segment of consumers which is precarious – people low-involved with healthy food – are mainly attracted by transformational advertising appeals. The contrasting transformational strategy of unhealthy-food advertisements can provide inspiration for healthy food advertisers to help increase healthy food consumption.

Journal

British Food Journal – Emerald Publishing

Published: Jul 4, 2018

Keywords: Food advertising; Informational appeals; Transformational appeals

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