Advertising Strategies of Presenting Unhealthy Products in a Misleading Context (Phenomenon of «Healthwashing»)

Student: Dashko Sofiia

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

In the modern world there exist a variety of unhealthy food advertising strategies. With the growing trend towards healthy lifestyles and proper nutrition, producing unhealthy food companies have to resort to such methods as applying the misleading context of the phenomenon of "Healthwashing". Previous studies have shown that the role of information in the consumption of such advertising content is very important. The purpose of this study is to understand how supplementary nutritional information influences Russian youth perceptions of advertising strategies of presenting unhealthy food in a misleading context (the “Healthwashing” phenomenon) by means of surveys and focus groups.

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