대중매체(신문, 잡지, TV)에 나타난 식품광고의 내용 분석

Content Analysis of Food Advertisements Appeared in Mass Media (news papers, magazines and TV)

This study was undertaken to investigate the trend of food advertisements and to derive basic data for nutrition education targeted at community residents. Advertisements in two kinds of representative newspapers and women's magazines, respectively, and TV stations with high audience rating including KBS, MBC and SBS were analyzed. Results were as follows; Types of foods frequently advertised in media were 'health-functional foods' (55.6%) and 'liquors' (10.0%) in the newspapers; 'dairy products' (35.9%) and 'seasoning' (16.9%) in the magazines; and 'dairy products' (24.9%) followed by 'fast foods' (13.6%) in TV. The wording frequently embedded in the food advertisements were 'health' (5.6%) in the newspapers and magazines, followed by '100%' (3.9%) in TV. Constituent nutrients in foods were mentioned 486 times in the newspapers, whereas only 29 times in TV. In the newspaper advertisements, 'Vitamin C' (4.7%) ranked atop, closely followed by 'red ginseng/red ginseng extract fluid' (4.7%); in the magazine advertisements 'calcium' (8.8%) and 'DHA' (7.8%) ranked high, while in TV advertisements, those embedding 'DHA' (17.3%) and Xylitol (17.3%) ranked atop. A lot of food advertisements in TV, unlike in newspapers and magazines, utilized specific images, such as in the advertisements of beer (100%), chocolate (100%), confectionary (94%) and beverages (90%). In conclusion, nutrition education is required for consumers to identify the characteristics of the media, and select healthy foods they need, when they have come across food advertisements on mass media.