Healthy weight and lifestyle advertisements: An assessment of their persuasive potential

Abstract

This study aimed to identify and analyse the content of previously produced and aired adult-targeted public health advertisements (ads) addressing weight, nutrition or physical activity internationally. Ads were identified via keyword searches of Google, YouTube and websites of relevant government agencies and health organizations, and were eligible for inclusion if they were: in English; produced between 2007 and 2012; targeted at adults; ≤60 s; not promoting a particular commercial brand of food, fitness or weight loss product. Of the 99 ads coded, 59% featured supportive/encouraging messages, 36% presented information about health consequences and 17% focussed on social norms/acceptabilit..