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 patterns 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, emotional, 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 technique used in food advertising was music. Chemical and mechanical dental plaque control materials had a very low frequency (0.2%). Conclusions: Advertising of cariogenic foods in Iran TV has low frequency.