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Countermarketing Alcohol and Unhealthy Food: An Effective Strategy for Preventing Noncommunicable Diseases? Lessons from Tobacco
Annual Review of Public Health ( IF 20.8 ) Pub Date : 2017-04-06 00:00:00 , DOI: 10.1146/annurev-publhealth-031816-044303
P. Christopher Palmedo 1 , Lori Dorfman 2 , Sarah Garza 1 , Eleni Murphy 1 , Nicholas Freudenberg 1
Affiliation  

Countermarketing campaigns use health communications to reduce the demand for unhealthy products by exposing motives and undermining marketing practices of producers. These campaigns can contribute to the prevention of noncommunicable diseases by denormalizing the marketing of tobacco, alcohol, and unhealthy food. By portraying these activities as outside the boundaries of civilized corporate behavior, countermarketing can reduce the demand for unhealthy products and lead to changes in industry marketing practices. Countermarketing blends consumer protection, media advocacy, and health education with the demand for corporate accountability. Countermarketing campaigns have been demonstrated to be an effective component of comprehensive tobacco control. This review describes common elements of tobacco countermarketing such as describing adverse health consequences, appealing to negative emotions, highlighting industry manipulation of consumers, and engaging users in the design or implementation of campaigns. It then assesses the potential for using these elements to reduce consumption of alcohol and unhealthy foods.

中文翻译:


禁止销售酒精和不健康食品:预防非传染性疾病的有效策略?烟草的教训

开展反营销活动使用健康交流手段,通过暴露动机并破坏生产者的营销方式来减少对不健康产品的需求。这些运动可以使烟草,酒精和不健康食品的销售不规范化,从而有助于预防非传染性疾病。通过将这些活动描述为文明的公司行为的界限之外,反向营销可以减少对不健康产品的需求,并导致行业营销行为发生变化。抵销营销将消费者保护,媒体宣传和健康教育与企业问责制相结合。事实证明,反营销运动是全面控制烟草的有效组成部分。这篇评论描述了烟草反市场营销的共同要素,例如描述了不利的健康后果,吸引负面情绪,强调了行业对消费者的操纵以及使用户参与运动的设计或实施。然后评估使用这些元素减少酒精和不健康食品消耗的潜力。

更新日期:2017-04-06
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