The Extent and Nature of "Health Messages" in Magazine Food Advertising in Australia

澳大利亞雜誌食品廣告的健康訊息的程度和特性

Sandra C Jones ； Kelly L Andrews ； Linda Tapsell ； Peter Williams ； Danielle McVie

《Asia Pacific Journal of Clinical Nutrition》 17卷2期 (2008/06) Pp. 317-324

https://doi.org/10.6133/apjcn.2008.17.2.20

摘要

目的：針對澳大利亞雜誌廣告帶給消費者的健康飲食訊息的程度和特性做量化的探討。方法：檢視2005年1-6月間的前30名雜誌刊載的廣告中透露的健康飲食訊息。對這些廣告做分析且依據來源、主題、食物類別、食物型態、食物場合、聲稱種類和疾病種類加以分類。結果：總數1040個廣告被認為有健康飲食的訊息，但在排除相同內容之後，剩下390個廣告進行研究分析。在烹飪和女性雜誌方面出現最多數的健康飲食訊息。食物類別方面以乳製品及乳品替代品的廣告最常使用健康飲食訊息(71/390)，緊接著為水果和果汁(70/390)。整體而言，有31個廣告內容是針對特定疾病、健康問題或危險因子，且最常被提及的是心臟病／心血管疾病(12)、癌症(7)和糖尿病(5)。結論：現今大多數的雜誌廣告健康飲食訊息是由製造廠商來做宣傳，是零售業的兩倍，而非廣告來源的僅佔2%。食物型態方面以加工食品的廣告最常含有健康飲食訊息，這是值得關注的，因為它們一般是營養價值較低的食物。總結來說，澳大利亞雜誌廣告中的健康飲食訊息，可能有力地傳播給消費者關於吃某種食物有益健康的聯想。啟示：迫切需要未來研究去評估這些廣告訊息的正確性和檢測消費者如何判讀這些健康飲食訊息。

關鍵字

健康聲稱 ； 健康訊息 ； 食物標準 ； 廣告 ； 雜誌

並列摘要

Objective: To quantify the extent and nature of healthy eating messages Australian consumers are currently exposed to through magazine advertising. Method: Analysis of healthy eating messages in advertisements found in the top 30 Australian magazines between January and June 2005 was conducted. Advertisements were analysed and classified by source, subject, food category, food type, food occasion, type of claim and disease type. Results: A total of 1,040 advertisements were identified which contained a healthy eating message; after removing duplicates, 390 advertisements were analysed. Culinary and women's magazines contained the greatest number of healthy eating messages. The most frequently occurring food category utilising a health message in an advertisement was dairy and dairy substitutes (71/390), closely followed by fruit and fruit juice (70/390). Overall, 31 advertisements referred to a specific disease, health problem, or risk factor and the most commonly mentioned were heart disease/heart-attack (12) cancer (seven) and diabetes (five). Conclusions: Majority of healthy eating messages currently advertised are by manufacturers, double that of retailers, with non-commercial sources representing only 2%. Processed foods were the most commonly advertised food form which contained a healthy eating message, this is of concern given the generally low nutritional value of these foods. Overall, there are a large number of advertisements in Australian magazines that contain healthy eating messages that may have the potential to communicate to consumers that there are health benefits associated with the consumption of certain foods. Implications: Future research to assess the accuracy of the information in such advertisements, and to examine consumer interpretations of these health message are important.

並列關鍵字

health claims ； health messages ； food standards ； advertising ； magazines