Hej,
Tack för att du vill svara på dessa frågor. Frågorna behandlas anonymt och kommer endast användas i forskningssammanhang. Även resultaten kommer självfallet presenteras på ett sådant sätt att den enskildes svar ej kan identifieras.
Information kring undersökningen:
Forskningsprojektet utforskar närvaron av fenomenet "healthwashing" i svenska, brittiska och amerikanska reklamkampanjer i magasin. Vänligen se definitionen för healthwashing nedan:
Definition av begreppet "Healthwashing":
Healthwashing is a practice in which something is made to appear more healthy than it really is, in order to appeal to people who are concerned about health issues. Many people use the term specifically in reference to foods, although any number of products may be healthwashed, from shampoo to household cleaners. This practice has been common in many points in human history, with the nature of healthwashing shifting as societies change.
This term is closely related to “whitewashing,” a word used to describe covering something up or repurposing something to change its inner outer appearance in the hopes of hiding its inner nature. The “washing” in “whitewashing” has also been borrowed for “greenwashing,” a practice which involves making something seem more environmentally friendly than it really is. Healthwashing can be especially problematic because people are led to believe that things are healthy when in fact they can be worthless or even harmful.
One of the most common forms of healthwashing is misleading labeling. For example, a food or supplement label may outright lie about its contents, or companies may pressure government agencies to allow them to use labeling which could potentially mislead consumers. “Natural flavors,” for example, pop up on many foods, leaving consumers to imagine what those flavors really are. In other cases, a product may stress claims of healthfulness, even if that particular form of the product is not very healthy. Other products may communicate health related improvements even though there are no scientific evidence.
You will see an ad in each survey, both an overall view of the ad, as well as the ad divided into different parts so you can focus on images, text etc.
all the best,
Tobias