Resumo

RENGEL ARANCIBIA, Grissel Infrid et al. Publicidad y Promoción de Alimentos y Bebidas No Saludables Dirigida a Ninos y Adolescentes en la Ciudad de Sucre. Investigación y Negocios [online]. 2016, vol.9, n.14, pp.83-92. ISSN 2521-2737.

ABSTRACT The city of Sucre has 152 schools for humanistic education of children and adolescents, they have been the object of study to establish the exposure degree to advertising and promotion of un healthy foods. At first instance this research was of an exploratory type in order to obtain secondary information to become familiar with the topic and research problem, then the research became descriptive to capture the reality of advertising tool use of unhealthy products on schools. In this study, advertising is analyzed as an intentional effort through which companies disclose their products, using strategies and marketing communication tools. The existence of posters and / or ads was evident which have communication strategies in 23% of the schools, most of them with the presence of cartoons and characters of registered trademark. Finally, it is worth noting the existence of two laws related to advertising and promotion of foods and beverages which are not sufficient to establish a framework of control for health of this segment, however some schools have created their own internal regulations with the aim to regulate this aspect.

Palavras-chave : Advertising; schools; children and adolescents; unhealthy food; regulations.

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