Housewives' Viewpoint of Milo's Spot Promoting Energy, Physical Activity, and Children's Growth

Chavez-Castillo R.; Gallardo-Echenique E. · Proceedings of the 2025 IEEE 5th International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2025 (2025) · DOI: 10.1109/icalter69698.2025.11355099

Resumen

This paper analyzes how housewives perceive the discourse of the Milo chocolate drink advertisement focusing on its promotion of body dynamism and its slogan as a message that encourages sports participation for children's growth. The qualitative approach adopted in this study aims to gather detailed insights into the target audience's perceptions, attitudes, and experiences related to the spot 'With Milo, you have energy to do your best'. A total of 20 semi-structured qualitative interviews were conducted via Zoom with mothers aged 30 to 47 who have school-aged children between 6 and 15 years old. The findings highlight the need for stricter regulation of advertising aimed at children and adolescents to protect young consumers from potentially misleading messages and to encourage healthier eating habits. Also, there is a critical perception regarding the accuracy of the nutritional benefits promoted, due to concerns about the product's sugar content. In conclusion, housewives view the Milo's spot as a positive message linking the drink to vitality, dynamism, and children's participation in sports.

Instituciones: Universidad Peruana de Ciencias Aplicadas