Content Analysis of Edible oil TV advertisements, and Consumer Perceptions Regarding these advertisements: a Mixed-Method Study

This study aimed at the content analysis of edible oil TV advertisements and consumer perceptions regarding these advertisements in 2020. A total of 3266 edible oil advertisements broadcasted on five major Iranian national television channels were videotaped for content analysis during three months. The result of content analysis conducted that, the majority of edible oil advertisements were related to frying oils (62%), and olive oil advertising was the last one (6%). The most slogan contents of edible oil advertisements were no palm. During the prime time of TV viewing, the advertisements portrayed unhealthy messages. Then ten focus group discussions (FGDs) were held. Advertising was the main factor affecting consumer edible oil purchases that may motivate them to eat more frying foods and change their purchase behavior towards the consumption of edible oils more than the recommended limits. Advertisement marketing companies must use healthy and informative advertisement content to increase community awareness and promote building consumer trust. Policymakers should pass new laws for controlling edible oil advertisements to prevent non-communicable diseases.