인터넷 쇼핑몰에서 판매되는 다이어트식품의 광고내용 분석

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze the contents of advertisements of weight-loss food at online shopping mall. Advertisements of 66 foods at nine online shopping malls were examined from September, 2008 to February, 2009. Auction advertised weight-loss food most frequently (22.4%), and then G market (18.8%), Interpark (15.9%), GS eshop (9.4%), in the order. The most prevalent type of weight-loss food (86.3%) was medication type, and 7.6% was snack type, and 4.1% was drink type. There were 1,393 phrases about weight loss in advertisements. Phrases on sales promotion were used most frequently (54.1%) and phrases on nutrients, non-nutrients, nutrition claims were 14.6%, 28.4% and 2.8%, respectively. Calcium, protein and vitamins were most frequently used phrases on nutrients. Among non-nutrients, 57.4% was food type, Among nutrition emphasis phrases, ‘contain’ was 28.2%, ‘rich’ and ‘less’ were 17.9%, and 12.8%, respectively. Among the phrases on sales promotion, phrases on weight control, purchase attraction and health promotion were 37.0%, 23.7% and 14.6%, respectively. We suggest that government, advertisement makers, advertisement review board should work together to make efforts for consumers to choose healthy weight-loss foods based on their needs without being blinded by an exaggerative advertisement.