TV 식품광고의 내용 분석 - 식품의 종류, 광고의 배경장소 및 인물을 중심으로

Content Analysis of Television Food Advertisements  -Focused on Food Groups, Places & Characters of Background-

  A content analysis was undertaken to investigate the products type, background places and characters in food advertisements broadcast by three television channels(KBSl, KBS2 and SBS) in Korea. The study period covered the 4 peak hours(7:00 p.m - 11:00 p.m) of each day during the 3<SUP>rd</SUP> week of August 2002. Informations in each food advertisement were coded for product type, scene resources(background places and persons) as well as the broadcasting duration, and calculated as frequency(%). Samples analysed related(food related adv.) were 441 among the total 2351 advertisements broadcast during the study period. Food products were categorized into food groups according to the previous references, and appeared persons in adv. were classified by life cycle. Results indicated that the ratio of food adv. of the total advertisements was 18.8%. Among the three channels, SBS broadcast food adv, especially baby food, more frequently than the other two channels. In the duration of broadcasting, fifteen seconds duration took the highest ratio(84.9%). Regarding the food groups, drink products(eg, coffee, cola etc) took the highest percentage(22.5%), and the next were milk & milk products(13.4%), baby food(11.3%), alcohol beverages(9.8%) in order. In the background places of advertisements, houses appeared most frequently(29.3%), and the next were natural environments(farm, sea, park etc), restaurants, buildings in order. Young people was the person most frequently used(48.1%) as scene resources, and the next were housewives(16.8%) and children(10.0%). In conclusion, we could find that snack products and fast foods not beneficial for our health such as cookies, chocolate, coffee, hamburger, processed noodle(ramen) were advertised most frequently through TV channels. Therefore nutrition education for consumers, especially for young people, should be required to protect them from stimulating purchasing of advertised products.