Content Analysis of Misleading F&B Advertisements on Instagram Focusing on Health and Nutrition Claims as well as Advertising Appeal
DOI:
https://doi.org/10.47747/fmiic.vi2.2953Abstract
This research analyzes the content of misleading advertising claims and analyze the advertising appeal used in misleading F&B product advertisements on Instagram reels, specifically mentioning health and nutrition claims. This research employed the method content analysis with a quantitative descriptive design. Data analysis techniques included validity and reliability tests. The results of the misleading advertising claim and advertising appeal research show that advertisements frequently use subjective claims at 44.4%, product orientation at 100%, the ambiguous misleading categories at 33.3%, displaying product attributes at 55.6%, and fear appeals at 55.6%. Based on the analysis, it is indicates that a large number of advertisements use claims that cannot be proven true, aredeceptive, inaccurate, and puffery. Which suggests that the advertisements have the potential to mislead consumers. Additionally, the advertisements also emphasize the quality of the product and trigger consumer emotions, thereby positioning the product as the best choice.
References
Ahmad, J. (2018). Desain Penelitian Analisis Isi (Content Analysis). Jurnal Analisis Isi, 5(9). 1-20. https://doi.org/10.13140/RG.2.2.12201.08804
Annysa, R. (2014). Analisis Isi Label Pangan Dan Klaim Iklan Televisi Pada Produk Kemasan Makanan Kentang. Skripsi, 1,75.
BPOM. (2022). Peraturan Badan Pengawas Obat Dan Makanan Nomor 1 Tahun 2022 Tentang Pengawasan Klaim Pada Label Dan Iklan Pangan Olahan (Vol. 11).
Carlson, L., Grove, S. J., & Kangun, N. (1993). A Content Analysis Of Environmental Advertising
Claims: A Matrix Method Approach Les Carlson. Journal of Advertising. 22(3), 27-39. https://doi.org/10.1080/00913367.1993.10673409
Chan. (2013). Health Information and Advertising Appeals in Food Commercials: A Content Analysis. Journal of Nutritional Therapeutics, 137-144. https://doi.org/10.6000/1929-5634.2013.02.03.1
eMarketing. (2018). Online Marketing: Online Marketing Fundamentals. Marketing Institute.
EP1. (2020). Erika Pariwara Indonesia.
Eriyanto. (2011). Analisis Isi Pengantar Metodologi untuk Penelitian Ilmu Komunikasi dan Ilmu-limu Sosial Lainnya. PRENADAMEDIA GROUP.
Fajtiani, H. (2018). Pengaruh Daya Tarik Iklan Rasional Dan Daya Tarik Iklan Emosional Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 61(3), 163-171.
Firdaus, A., Ramadhan, S., & Dahliani, intia D. (2021). Perilaku Menyimpang Praktik Bisnis Periklanan Dalam Perspektif Hukum Pidana dan Penegakan Hukumnya. Law Journal of Mai Wandeu, 128,87-93.
Harahap. A. R. (2019). Perlindungan Hukum Bagi Konsumen Akibat Iklan Yang Menyesatkan. Skripsi.
Instagram (2021). Memperkenalkan Iklan Instagram Reels: Mengembangkan dan Menjangkau Pelanggan Baru. https://business.instagram.com/blog/introducing-instagram-reels-ads?locale=id_ID
Khanna, P. (2016). A Content Analysis of Emotional and Rational Appeals in Selected Products Advertising. IRA-International Journal of Management & Social Sciences (ISSN 2455-2267), 4(3), 568. https://doi.org/10.21013/jmss.v4.n3.p7
Kim, H., Lee, D., Hong, Y., Ahn, J., & Lee, K. Y. (2016). A content analysis of television food advertising to children: Comparing low and general-nutrition food. International Journal of Consumer Studies, 40(2), 201-210. https://doi.org/10.1111/ijcs.12243
Krisda, T. (2022). Kesehatan Jadi Fokus Utama Konsumen Indonesia Memilih Makanan.
Lee, M., & Johnson, C. (2011). Prinsip-prinsip Pokok Periklanan Dalam Perspektif Global. Kencana
Lodolce, M. E., Harris, J. L., & Schwartz, M. B. (2013). Sugar as Part of a Balanced Breakfast? What Cereal Advertisements Teach Children About Healthy Eating. Journal of Health Communication, 18(11), 1293-1309. https://doi.org/10.1080/10810730.2013.778366
Mahadewi, P. (2016). Perlindungan Hukum Konsumen Atas Tayangan Iklan Televisi Yang Menyesatkun. 2.2-10.
Modi, N., & Ramarao, D. P. (2019). Misleading Advertisements. International Journal of Research and Analytical Review, 6(1),8.
Moon, Y. S. (2010). How Food Ads Communicate "Health" With Children: A Content Analysis Of Korean Television Commercials. Asion Journal of Communication, 20(4), 456-476. https://doi.org/10.1080/01292986.2010.496858
Moon, Y. S. (2013). Examination of Health Messages in Food Advertising: A Case of South Korea. Journal of Food Products Marketing, 19(5),387-405. https://doi.org/10.1080/10454446.2013.727776
Morissan, M. (2010). Periklanan: Komunikasi Pemasaran Terpadu. PRENADAMEDIA GROUP
Nafsyah. A. S. Maulidyah, S. R., Nurlia, A. S., & Adhyanti, W. P. (2022). Analisis Konten Media Sosial Instagram By U Sebagai Media Penyebaran Informasi & Komunikasi. MASSIVE: Jurnal Umu Komunikasi, 2(2), 1. https://doi.org/10.35842/massive.v212.57
Nugraha, J. P., Alfiah. Di., Sinulingga, D. G., Rojiati, U., Saloom, D. G., Rosmawari Fatihani, Johannes, D. R.,
Kristia, Batin, M. H., Lestan, W. J. Khatimah, H. & Fatima, M. (2021). Teori Perilaku Konsumen.
Nuseir, M. T. (2018). Impact Of Misleading/False Advertisement To Consumer Behaviour. International Journal of Economics and Business Research, 16(4), 453-465. https://doi.org/10.1504/UEBR.2018.095343
Page, R. M., & Brewster, A. (2007). Emotional and rational product appeals in televised food advertisements for children: Analysis of commercials shown on US broadcast networks. Journal of Child Health Care,11(4), 323-340. https://doi.org/10.1177/1367493507082758
Pangestika, A. (2014). Analisis Isi Label dan Klaim pada Kemasan serta Iklan Televisi Produk Olahan Beras. 1-67.
Ramadhani, M. R. (2023). Analists Isi Pesan Edukasi Iklan Layanan Masyarakat Vaksin Covid-19 Kementerian Kesehatan Republik Indonesia.
Russo, J. E. Metcalf, B. L. & Stephens, D. (1981). Identifying Misleading Advertising. Journal of Consumer Research, 8(2), 119. https://doi.org/10.1086/208848
Samudra, R. G. (2021). Analisis Isi Teknik Sinematografi Pada Iklan Sirup Marjan 2019 Bertema Kelahiran Timun Mas.
Saraswati, M. A. (2021). Analisis Isi Klaim Makanan Organik Pada Toko Website dan Instagram. Jurnal Ilmu Keluarga Dan Konsumen, February, 6.
Setiyawan, F. (2014). Analisis Isi Klaim Hijau Pada Iklan Televisi. Skripsi.
Sharma, R. R., & Chander, S. (2011). What's Wrong with Misleading Advertising 2-An Empirical Investigation. VII(1), 191-205.
Spurgeon, C. (2019). Online Advertising. The Routledge Companion to Global buernet Histories, 387-398. https://doi.org/10.4324/9781315748962-27
Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitarif dan R&D (Sugiyono (ed.); 5th ed.). Alfabeta.
Sumarwan, U. (1999). Analisis Klaim Iklan dan Label pada Produk Pangan.
Wariati, A., & Khoiruman, M. (2021). Fenomena Berkurangnya Misleading Advertising pada Blan Baris di Surat Kabar (Penegakan Etika Periklanan untuk Perlindungan Ковальтен), 2007), 18-27.
Warren, R., Wicks, R. H., Wicks, J. L., Fosu, I., & Chung, D. (2008). Food and Beverage Advertising on U.S. Television: A Comparison of Child-Targeted Versus General Audience Commercials. 52(June), 231-246. https://doi.org/10.1080/08838150801992037
