<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852019000300010</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2019.22.3.10</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategias discursivas en la publicidad audiovisual de productos de bajo valor nutricional dirigidos al público infantil: felices, valientes y obesos]]></article-title>
<article-title xml:lang="en"><![CDATA[Discursive Strategies in Child-Directed Audiovisual Advertising of Low Nutritional Value Products: Happiness, Courage and Obesity]]></article-title>
<article-title xml:lang="pt"><![CDATA[Estratégias discursivas na publicidade audiovisual de produtos de baixo valor nutricional dirigidos ao público infantil: felizes, corajosos e obesos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jiménez-Morales]]></surname>
<given-names><![CDATA[Mónika]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montaña]]></surname>
<given-names><![CDATA[Mireia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vàzquez]]></surname>
<given-names><![CDATA[Mercè]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universitat Pompeu Fabra  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universitat Oberta de Catalunya  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universitat Oberta de Catalunya  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<volume>22</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852019000300010&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852019000300010&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852019000300010&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Los niños españoles ven una media de 9000 campañas publicitarias en televisión al año. La mayoría de ellas corresponden a alimentos de bajo valor nutricional. Dados los índices de obesidad infantil, la estrecha relación entre la publicidad dirigida a ese colectivo y el consumo de este tipo de alimentos, España aprobó en 2005 el Código de Autorregulación de la Publicidad de Alimentos Dirigida a Menores (PAOS). Este artículo tiene como objetivo analizar las estrategias discursivas utilizadas en las campañas de alimentos de bajo valor nutricional, poniéndolas en relación con el contenido del Código PAOS. Utiliza para ello una metodología mixta que integra técnicas cuantitativas para el análisis de audiencias y cualitativas para el estudio del discurso publicitario. La investigación concluye que, a diferencia de otro tipo de alimentos, la publicidad de productos de bajo valor nutricional centra su estrategia discursiva en palabras y campos semánticos vinculados a la felicidad, la acción y la diversión, entre otros. Las conclusiones apuntan asimismo a la necesidad de revisar el contenido del Código PAOS, de una mayor implicación por parte de la industria alimentaria española, de agencias y de anunciantes, con el objetivo de que la autorregulación de los contenidos publicitarios resulte realmente efectiva. La contribución original del artículo radica en la aportación teórica y empírica que toma como punto de partida la obesidad infantil en España y la interrelaciona con las estrategias discursivas de la publicidad de productos de bajo valor nutricional dirigida a los menores y el marco normativo existente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Spanish children see an average of 9,000 advertising campaigns on television per year, mostly for low nutritional value foods. Given childhood obesity rates, the close relationship between advertising targeting this group and consumption of this type of food, Spain passed the Child-Directed Food Advertising Self-Regulation (PAOS) Code in 2005. This article intends to analyze the discursive strategies used in low nutritional value food campaigns in relation to the contents of the PAOS Code. It uses a mixed method that integrates quantitative techniques to analyze audiences and qualitative ones to study the advertising discourse. Research concludes that, unlike other types of foods, low nutritional value product advertising focuses its discursive strategy on words and semantic fields linked to happiness, action, fun, etc. Conclusions also point to the need to review the contents of the PAOS Code and further involve the Spanish food industry, agencies, and advertisers so that advertising content self-regulation becomes truly effective. The original contribution of this article lies in the theoretical and empirical inputs that take childhood obesity in Spain as a starting point and interrelate it with discursive strategies employed in low nutritional value product advertising aimed at minors and the existing regulatory framework.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo As crianças espanholas vêm, em média, nove mil campanhas publicitárias pela televisão por ano. A maioria delas corresponde a alimentos de baixo valor nutricional. Tendo em vista os índices de obesidade infantil, a estreita relação entre a publicidade dirigida a esse público e o consumo desse tipo de alimento, a Espanha aprovou, em 2005, o Código de Autorregulamentação da Publicidade de Alimentos dirigida a Menores (PAOS). Este artigo tem como objetivo analisar as estratégias discursivas utilizadas nas campanhas de alimentos de baixo valor nutricional, colocando-as em relação com o conteúdo do Código PAOS. Para isso, utiliza uma metodologia mista, que integra técnicas quantitativas para a análise de audiências e qualitativas para o estudo do discurso publicitário. Esta pesquisa conclui que, à diferença de outros alimentos, a publicidade de produtos de baixo valor nutricional centraliza sua estratégia discursiva em palavras e campos semânticos vinculados à felicidade, à ação e à diversão, entre outros. As conclusões apontam, ainda, a necessidade de revisão do conteúdo do Código PAOS por parte da indústria alimentícia espanhola, de agências e de anunciantes, a fim de que a autorregulamentação dos conteúdos publicitários seja realmente efetiva. A contribuição original deste artigo está no campo teórico e empírico que toma como ponto de partida a obesidade infantil na Espanha e a inter-relaciona com as estratégias discursivas da publicidade de produtos de baixo valor nutricional dirigida aos menores e com o referencial normativo existente.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Publicidad]]></kwd>
<kwd lng="es"><![CDATA[alimento]]></kwd>
<kwd lng="es"><![CDATA[producto alimenticio]]></kwd>
<kwd lng="es"><![CDATA[industria alimentaria]]></kwd>
<kwd lng="es"><![CDATA[nutrición]]></kwd>
<kwd lng="es"><![CDATA[niño]]></kwd>
<kwd lng="es"><![CDATA[obesidad]]></kwd>
<kwd lng="es"><![CDATA[obesidad infantil]]></kwd>
<kwd lng="es"><![CDATA[lenguaje]]></kwd>
<kwd lng="es"><![CDATA[discurso]]></kwd>
<kwd lng="es"><![CDATA[emociones]]></kwd>
<kwd lng="en"><![CDATA[Advertising]]></kwd>
<kwd lng="en"><![CDATA[food]]></kwd>
<kwd lng="en"><![CDATA[food products]]></kwd>
<kwd lng="en"><![CDATA[food industry]]></kwd>
<kwd lng="en"><![CDATA[nutrition]]></kwd>
<kwd lng="en"><![CDATA[children]]></kwd>
<kwd lng="en"><![CDATA[obesity]]></kwd>
<kwd lng="en"><![CDATA[childhood overweight]]></kwd>
<kwd lng="en"><![CDATA[language]]></kwd>
<kwd lng="en"><![CDATA[discourse]]></kwd>
<kwd lng="en"><![CDATA[emotions]]></kwd>
<kwd lng="pt"><![CDATA[Publicidade]]></kwd>
<kwd lng="pt"><![CDATA[alimento]]></kwd>
<kwd lng="pt"><![CDATA[produto alimentício]]></kwd>
<kwd lng="pt"><![CDATA[indústria de alimentos]]></kwd>
<kwd lng="pt"><![CDATA[nutrição]]></kwd>
<kwd lng="pt"><![CDATA[criança]]></kwd>
<kwd lng="pt"><![CDATA[obesidade]]></kwd>
<kwd lng="pt"><![CDATA[obesidade infantil]]></kwd>
<kwd lng="pt"><![CDATA[linguagem]]></kwd>
<kwd lng="pt"><![CDATA[discurso]]></kwd>
<kwd lng="pt"><![CDATA[emoções]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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