Communicating Healthy Lifestyle Choices in Primetime TV Advertisements

Maharlika B. Corullo; Maria Beverly L. Sambajon; Rudy B. Ebueng, Jr.

Maharlika B. Corullo GMA Networks News and Public Affairs Office
Maria Beverly L. Sambajon GMA Networks News and Public Aff
Rudy B. Ebueng, Jr. Philippine Survey and Research Center

Abstract

Mass media continue to provide important channels for communicating information about personal health. This study aims to describe the knowledge, attitude and behavior of viewers regarding healthy lifestyle; explore whether the portrayals and messages in TV advertisements can influence people’s attitudes and behaviors toward leading a healthy lifestyle; and find out how the viewers’ knowledge, attitudes and behaviors regarding healthy lifestyles vary across subgroups by sex, age and socioeconomic status. The paper reports on a survey of 200 prime-time viewers in Quezon City and key
informant interviews of 36 prime-time viewers in Metro Manila. Results show that viewers are able to acquire information from the health advertisements that are relevant to them. They have a positive attitude towards these health messages and are willing to adopt some of the aspects of healthy lifestyle portrayed, however this does not translate to willingness to buy the product advertised.

Keywords: advertising, health behavior, healthy lifestyle, television