여성잡지에 실린 식품광고의 내용 분석 및 평가 - 제조회사별 영양정보를 중심으로 -

Content Analysis of Food Advertisements in Women's Magazines - Focused on Nutrition-related Messages by Manufactures -

It is well known that food advertising influences consumer's food choices, and it likely has either positive or negative effects on food choices. Therefore, supervision and monitoring toward food advertising is needed to protect the consumer from the exaggerated or inaccurate information of advertisements. This study was conducted to evaluate the messages in food advertisements of women's magazines issued in 2001 to get useful information for nutrition education. Infant food advertisements were collected from three kinds of women I s magazines and deleted the same copies, and the final samples remained were 42 of 14 manufacturers. All the messages in each sample were coded and calculated as frequency(%). Messages were broadly categorized into five areas, and each area was classified into more detailed categories. The data were analyzed by the food company to see the characteristics of each company. Results indicated that the most frequent messages belonged to health area among five, and the different characteristics emphasized by each company existed. Company IL, NY and P emphasized health messages. The food companies which emphasized nutrition content were IL, P, NY in order, and those which emphasized nutrient, IL, NY, P in order: IL focused fats; and company P, protein; and company IL, vitamin; and company NY, mineral among the five basic nutrients. Sugar was added most frequently in carbohydrates, nucleotides, in proteins, and DHA, in fats, vitamin, in vitamins, and calcium in minerals. Among the non -nutrition components, biffidus, lactic acid bacteria and colostrum were added frequently in order. Among consumer related messages, the most frequent messages was 'organic', and next were' 100%', 'natural', 'credible' in order. Among the messages against regulation, 'natural' was used most frequently, Frequent messages against regulation(e.g., exaggerated or inaccurate or non-scientific messages) were found in the advertisements of most companies. In conclusion, strict supervision of food advertisements and nutrition education should be required to protect the consumers.