패스트푸드 광고 인식과 광고 매체가 새내기 여대생의 섭식 장애에 미치는 영향

The Effects of Media of Advertisement and Fast food Advertising Perception on Eating Disorders in Female Freshmen of University

This study was conducted to compare fast food advertising perception, product perception and eating disorders depending on media of advertisement in 450 female freshmen in seven universities located in Seoul, Gyeonggi-do Province, Busan and Gyeongsangnam-do Province between March and May 2018. In the results, 78.9% of the total subjects watched advertisement on smartphone and their consumption expenditures was lower and the proportion of living with their parents was higher than the subjects who watched advertisement on television (p<0.05). In the factorial analysis to compare motivation for watching advertisement, three factors were extracted including spending leisure time to kill time or relax, collecting product information to compare products and get information, and enjoying advertisement itself to enjoy phrases or expression of advertisement. In the comparison of factors of motivation for watching advertisement, a factor score of collecting information was significantly higher in the smartphone watching group than in the television watching group (p<0.05). Depending on media of advertisement, fast food advertising perception was positive (p<0.05), and likability (p<0.05) and positiveness (p<0.001) on fast food product were also significantly higher in the smartphone watching group. In the comparison of body image and body satisfaction, there was no significant difference in body image between the television watching group and the smartphone watching group, while body satisfaction was significantly lower in the smartphone watching group (p<0.05). The eating disorders score (EAT-26) of the smartphone watching group was significantly higher (p<0.05), but the eating disorders proportion of the television watching group (84.3%) and the smartphone watching group (85.4%) was not significantly different. In the analysis result of factors affecting a eating disorders score, the score was higher when the subjects watched advertisement for spending leisure time, and when the subjects thought positively about fast food advertising (p<0.05).