여성잡지에 나타난 건강기능성 식품의 광고내용 분석

Content analysis of advertisements on health & functional foods in woman"s magazines

  The purposes of this study were to analyze the characteristics of health & functional food advertisements in woman"s magazines, and to collect some basic data of nutrition education for consumers. The samples were 76 food advertisements among three famous woman"s magazines. Results were as follows : in health claims, the frequency of "diet" related advertisement was the most frequent(23.0%), in advertising method, distribution of "free of charge" was most frequent(25.0%), in the classification according to the standard of false and/or exaggerative advertisement, Woman Chosun was most frequent by 51.8% and in the messages that was exposed most frequently, "emphasis on the product"s superiority without scientific proof" was most frequent(26.0%). In the product type, tablet was most frequent(32.9%), in the manufacture country, Korea was most frequent(76.3%), but Korean marking on the packages among the languages was 22.4%. In the components of the product, nutrition components were more mentioned(194 times) than non-nutrition components(132 times), but lots of component"s names were very special and hard to understand. In conclusion, tighter supervision of food advertisements and nutrition education is required to protect the consumers from false and exaggerative advertisements.