Health-Related Advertisements on Lao Television
- VernacularTitle:ການໂຄສະນາທາງໂທລະພາບລາວ ທີ່ພົວພັນກັບສຸຂະພາບປະຊາຊົນລາວ: ການສໍາຫຼວດໄລຍະ 3 ເດືອນ (ກຸມພາ-ເມສາ 2011)
- Author:
Netladda Phonphosy
;
Vilayvone Norlinh
;
Viengvilay Dalakone
;
Ketkeo Bounmadila
;
Somchit Boupha
;
Sing Menorath
;
Mayfong Mayxay
- Collective Name:University of Health Sciences
- Publication Type:Journal article
- Keywords:
adverts;
Lao television;
health-related;
Laos
- From:
Lao Medical Journal
2012;non(3):41-47
- CountryLao People's Democratic Republic
- Language:Lao
-
Abstract:
Rational and Background: Advertisements are forms of communication used to encourage or persuade an
audience to continue or to take some new action, usually to purchase. Product and service adverts on Lao
television have significantly increased recently. However, very little is known about the frequency of health-
related adverts on Lao television and whether they are containing Lao appropriate public health messages. Study
of the frequency and potential impact of health-related adverts might help us to better understand the situation
and contribute to solving health-related problems of Lao people.
Methodology: This was a descriptive study to describe the adverts on Lao television during three months
(February – April 2011). All Lao television adverts broadcasted during three months were tape-recorded and
information was extracted on a pre-designed form. All adverts were analyzed and classified as health-related and
non health-related. The time of adverts was also calculated. Data were entered into excel sheet and analyzed
using STATA 10.0.
Results: During three months, 34 adverts were observed on all three Lao television channels. Of these, 28 (82%)
were health-related and 6 (18%) were not. Of 28 health-related adverts, 10 (36%) were classified as good for Lao
public health, 3 (11%) were considered as dangerous to health, and 15 (53%) were of uncertain classification.
All three adverts regarded as ‘bad’ to health were advertising beverages containing alcohol or caffeine. The
average advert durations were 1.5 minutes and 1 minute for those advertising alcohol- and caffeine- containing
beverage. Over three months, 3,702 spots of these three adverts were on air with an average total exposure time
of 82.5 hours, which was longer than those considered as ‘good’ for health (2,068 spots over 32.9 hours). Some
products were exaggeratedly advertized which might mislead the audience and negatively affect their health.
Conclusion: More than 80% of all Lao TV adverts were health-related, but 2/3 were classified as potentially
harmful to health. The frequency and total duration of health-related adverts, which were considered to be
harmful to health, were higher and longer, respectively, when compared to those considered to be good for
health. This study suggests that Lao people are exposed to adverts that are contrary to the interests of Lao public
health. Strict measures to ensure that advertisements are accurate and do not mislead people, persuading them to
buy things that are not in the interests of Lao public health, are required.
