Marketing Tactics vs. Nutrition Education through Mass Media in Taiwan-Its Attractiveness and Accountability

運用大眾傳播的行銷技術與營養教育－吸引力與可靠性

章樂綺(Leh-Chii Chwang)

《臺灣營養學會雜誌》 32卷4期 (2007/12) Pp. 133-136

https://doi.org/10.6691/NSJ.200712_32(4).0004

摘要

台灣近年來肥胖、糖尿病等非傳染性疾病發生率增高，需多方面的改善措施，並藉營養教育改善民眾的飲食。然而坊間廣九促銷高熱量與低營養素的食品飲料，遠超過營養界對健康飲食的建議。市面上不時推出天然或具功能性為號召的營養品，以減輕肥瘦身與減輕慢性病為訴求，透過直銷或名人代言，在網路、有線電視等人眾傳播媒體，吸引消費者聽信未盡正確的營養訊息，營養專業人員應及時設法提供可靠的營養資訊。

關鍵字

營養教育 ； 大眾傳播

並列摘要

The rising rates of obesity diabetes and other non-communicable diseases (NCDs) have taken places in Taiwan during recent decades. The reasons are complex and require a wide range of action focusing on improving the quality and quantity of food consumption through nutrition education as well as other remedial measures. However, the exposure to the commercial promotion of energy-dense, micronutrient-poor foods and beverages undermines recommendations for a healthy diet. A whole new array of natural or functional foods and nutraceuticals having been developed is aimed to alleviate obesity or NCDs, and marketed through direct sale, cable TV and over the internet. Some marketing methods use attractive tactics, such as endorsement by celebrities in mass media, can leave consumers misinformed about the nutrition message Nutrition/dietetic professionals should seek to replace unethical promotion with credible information.

並列關鍵字

nutrition education ； mass media