An Empirical Study On The Influence Of The Food Advertisement Appeal Way On The Attitude Towards Product Of Senior Pupils

The obesity rate of children is increasing year by year,which caused the obesity effect of advertising has attracted much attention.In an effort to prevent consumers from buying less because of concerns about obesity,some food companies are starting to promote health messages.It is a common way to adopt health appeal strategies in advertisements to manipulate consumers' health evaluation of products.This study took senior primary school students as the research object and adopted the quantitative research method.Advertising appeals and personal health literacy were taken as independent variables to measure their influence on product attitude.In addition,it also explores whether health information prompt plays a moderating role in the influence of advertisement appeal on product attitude.The study used a 3(appeals:explicit health appeal & implicit health appeal & entertainment appeal)×2(health literacy :high & low)×2(health warnings: exist & no)between-subjects design.Personal health literacy was divided into high and low levels by means of median truncation.A total of 266 valid data were collected from two primary schools in Chongqing and Shanghai.The results showed that :(1)Explicit health claims produced more positive product health perceptions and attitudes,but participants confused explicit and implicit health claims.(2)Under the condition of explicit health appeal,people with high health literacy will have more positive attitude towards products.Under the condition of invisible health appeal and entertainment appeal,people with low personal health literacy will have more positive attitude towards products.(3)Of the three health messages,health warnings had the most significant inhibitory effect on pupils' unhealthy food choices,semi-indicative labels(octagonal symbols)had no inhibitory effect,and indicative labels(emoticons)had no inhibitory effect.(4)Health warnings has a significant positive moderating effect in the influence of explicit health appeal on product attitude,while there is a significant negative moderating effect in the influence of implicit health appeal on product attitude,and no significant moderating effect is detected in the entertainment appeal.