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김기남(Kim Ki-Nam),김은경(Kim Eun-Kyung),신은화(Sin Eun-Wha) 충북대학교 생활과학연구소 2004 생활과학연구논총 Vol.8 No.1
Food advertising influences consumer"s food choices, and it likely has either positive of negative effects on food choices. Therefore, supervision and monitoring toward food advertising is needed to protect the consumers from selecting inadequate foods. This investigation analysed the messages delivered in food advertisements broadcast by Korean three TV channels(KBS1, KBS2 and SBS). Advertisements broadcast during one week of August 2002 were recorded and the messages in each adv were coded for content analysis. The messages appeared in food adv were categorized into two areas(nutrition or non nutrition area), and each area was divided into several sub-groups. Every message in food adv was counted, and the data counted were calculated as frequency(%). The results obtained from this study were as follows. Total messages counted were 254, and nutrition related information was less than non-nutrition information. Non-nutrition related messages(77.5%) were three fold higher than nutrition related messages(22.5%). The messages most often used to promote the sale of a product referred to interest(15.9%), followed by taste(13.9%), mood(6.5%) and company image(6.5%) in non-nutrition information. The products that most frequently used non-nutrition related messages were drink products, milk & milk products and fast foods. Nutrition related information most frequently mentioned were "containing special ingredients"(7.4%), health(5.7%) and "containing special nutrients"(4.1%). The products that did not contain at least one nutrition message were fish product, ice cream, retort foods, vegetable oils, and fast foods. In conclusion, nutrition education to protect consumers should be required, and continuous supervision and monitoring should be needed.
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