A CONTENT ANALYSIS OF USA FOOD AND BEVERAGE ADVERTISEMENTS ON CHILDREN’S TELEVISION: FOCUS ON HEALTH PROMOTION AND OTHER PERSUATION TECHNIQUES

Kanae Suzuki,Michelle R. Nelson 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Despite the rise of digital media, TV remains the number one place children spend their media time (Moses, 2014). Past research has shown that less healthy food and beverages such as those containing high fat, sugar, and salt (HFSS) are prominent in TV commercials (e.g., Carter, Patterson, Donovan, Ewing, & Roberts, 2011). In these commercials, various persuasive techniques (e.g., taste/smell, convenience), which promote the purchase of the products, have been used (Hebden, King, & Kelly, 2011). Extensive studies have found that exposure to advertising for HFSS products, including confectionery, soft drinks, crisps or savory snacks, fast food, pre-sugared breakfast cereals, is associated with children‟s cognition, food consumption, and obesity (e.g., Harris, Bargh, & Brownell, 2009; Macklin, 1994; see also Moore, Wilkie, & Desrochers, 2017). Since younger children, especially those in the “perceptual stage” of development, may not understand the persuasive or selling intent of commercials (e.g., John, 1999), they may be vulnerable to this advertising. As a result, several countries such as UK and Ireland (Hawkes, Lobstein, & For the Polmark Consortium, 2011) have introduced restrictions or regulations for broadcasting food and beverage commercials for children. The commercials of HFSS food and beverage have sometimes introduced these products with healthier images and words / phrases like health and nutrition claims. Health claims refer to any representation that states, suggests, or implies that a relationship exists between a food (/beverage) or a constituent of that food (/beverage) and health. Nutrition claims mean any representation which states, suggests or implies that a food (/beverage) has particular nutritional properties including but not limited to the energy value and to the content of protein, fat and carbohydrates, as well as the content of vitamins and minerals (Food and Agriculture Organization of the United States & World Health Organization, 2013). Using health messages for HFSS food presents the risk of a biased image of the products (i.e., they are „healthy‟), which may result in unhealthy life styles and conditions. In recent years, there has been regulatory pressure on food advertisers to market their products responsibly (e.g., WHO regulations; Kraak et al., 2016). At the same time, the Children‟s Food and Beverage Advertising Initiative (CFBAI) emerged, in which several leading companies pledged to market their products to children responsibly (see editorial by Boyland & Harris, 2017). Therefore, we were interested in seeing if food and beverage advertising had changed in 2017. Specifically, the purpose of this study was to examine the relative frequency of food and beverage commercials targeting children with a focus on healthy aspects of the products, their health and nutrition claims, as well as other persuasive techniques. Method A total of twenty hours of programming targeting children was recorded on Nickelodeon and Cartoon Networks in the United States during the hours of 5 p.m. to 10 p.m. on two weekdays in September 2017. The advertisements were coded for product type (“food”, “beverage”, fast-food restaurant (“Restaurant: Quick-service/fast food restaurant”), and sit-down restaurant (“Restaurant: Sit-down restaurant”), food type (e.g., “confectionary”, “savory snacks”, “pre-prepared convenience foods”, “bread”, “fruits”, and “vegetables”) (Food and Agriculture Organization of the United Nations & World Health Organization, 2016; Suzuki, 2018), and persuasive techniques (e.g., “health claims”, “nutrition claims”, “taste/smell/flavor”, “convenience”, “scientific information”, “celebrities/a well-known person”, and “eating /drinking behavior”) (e.g., Hebden et. al., 2011; Jenkin, Madhvani, Signal & Bowers, 2014; Kraak & Story, 2015; Warren, Wicks, Wicks, Fosu, & Chung, 2008). Food type can be classified into two categories; Less healthy (“confectionary”, “savory snacks”, “sweet bakery wares”, “other sweets/desserts”, “Sugared breakfast cereals”, “pre-prepared convenience foods”) or healthier categories related to other food categories (Ofcom, 2004; Nutrition Australia, 2013; Suzuki, 2018). Seven coders independently evaluated the advertisements, with two coders assigned to every programming block. They were trained for about three weeks to read the coding manual, practice coding and discuss the coding scheme, and revise their coding after receiving feedback of the trial coding. To check coding reliability, two independent coders evaluated the same programs. 94.3% agreement was achieved for product type. Results and discussion A total of 856 commercials appeared. Food and beverage advertisements represented 29.0% (N=248). On average, children were exposed to 12.4 food and beverage advertisements per hour. Of all the food, beverage and restaurant advertisements, “food” and fast-food commercials were frequently broadcasted; 40.7% (N=101) were for “food” commercials, and fast-food restaurant commercials accounted for 43.5% (N=108). 12.1% (N=30) “beverage” commercials and 3.6% (N=9) sit-down restaurant commercials were included. Food, beverage and restaurant commercials were more likely to appear on Nickelodeon (36.2%, N=129) than on the Cartoon network (28.4%, N=419) (χ2=5.43, df=1, p<.05). As for the appearances of product type, “food” advertisements frequently appeared on Nickelodeon (54.6%, N=65), whereas the programs of Cartoon network included a lot of fast food commercials (61.2%, N=79). In examining the appearances of “beverage”, “food”, “fast food”, and “others (except food, beverage, and restaurant)” between the channels, the results showed that the programs of Cartoon network were more likely to broadcast “fast food” commercials than those of Nickelodeon, whereas the programs of Nickelodeon were more likely to broadcast “food” commercials (χ2=38.23, df=3, p<.01)1. The majority of food types were “confectionary” (25.7%, N=26), “savory snacks” (16.8%, N=17), “breakfast cereals” (14.9%, N=15), and “pre-prepared convenience foods” (13.9%, N=14). In classifying various kinds of foods into two big categories related to health (healthier or less healthy) as above-mentioned, less healthy food accounted for 88.1% (N=89). No commercials were categorized into three of the healthier categories (bread, fruits, and vegetables). As persuasive techniques for consumers, “health claims”, and “nutrition claims” were low (8.9%). For example, grape juice produced by Welch‟s used the appeal “sugar free”. In the commercials with nutrition claims, there was no significant difference in the appearance between the “beverage” and “food” commercials (χ2=1.70, df=1, n.s.). The other persuasive techniques like “convenience” (75.8%, N=188), “taste/smell/flavor” (51.2%, N=127), and “eating/drinking behavior” (49.2%, N=122) were frequently used. In contrast, the rates of some techniques (e.g., “celebrities/a well-known person”, “scientific information”) were very low. As for the persuasive technique of “celebrities/a well-known person”, the category of product type was classified in only the “beverage” category. Thus, this study indicated that there were not many less-healthy food commercials that appealed to health and nutrition aspects of the products by using health and nutrition claims, or scientific information. In previous studies, the rate of health and nutrition claims varied between less than 10% to more than 30% (Jenkin et al., 2014). This may be due to the differences in the definitions of health and nutrition claims. Our study referred to the international standard definitions. Therefore, the findings regarding the rate of health and nutrition claims in this study can contribute to overall knowledge about the current spread of health and nutrition claims in “less healthy” food commercials of children‟s television programs. It may also be the case that food companies are acting more responsibly by limiting their persuasion techniques to those that relate to taste or convenience and not by misrepresenting the products as healthy. However, overall, the proportion of less healthy food commercials was high, and various persuasive techniques were used. At the same time, there were no commercials for fruits or vegetables presented during this time frame despite governmental regulations for eating these healthier foods. These findings suggest that more attention should be paid to the ways that certain foods are promoted (or are not promoted) among parents and policy-makers. As the sample used in this study was recorded only on weekdays and through the two kids' channels. It would be expected that the future study develop the analysis for the recorded commercials on weekends and on the other local channels. The sample used in this study was analyzed only on weekdays and through two children‟s channels. Future research might examine food and beverage advertising across different time frames and channels.

텔레비전 프로그램을 통해 관찰한 식품영양정보의 사례분석

류혜숙 ( Hye Sook Ryu ),김옥선 ( Ok Sun Kim ),최해연 ( Hae Yeon Choi ) 한국식품영양학회 2011 韓國食品營養學會誌 Vol.24 No.4

The purpose of this study was to analyze information about food and nutrition topics presented throughout the television broadcast media, thereby find out the optimal communication method to give desirable information to the general public. To perform this study were recruited and trained by monitoring education before and during the study. 3 domestic TV channels were selected to be monitored, for 3 months. Results of this study were as follows: First, the total reporting cases of information about foods and nutrition were 154, When each monitored contents was seen from the domain of programs, 128 cases(83.1%) were from current affairs and information program, and 26(16.9%) were from entertainment program. Second, according to survey by channel cases are 26(16.9%) from KBS, 54 cases(35.1%) from MBC, 74 cases(48.1%) from SBS, which means SBS reported the most about nutritional foods. Third, the frequency of reporting information on the overall diet and food & ingredient, cuisine & cookey, health & diet therapy and obesity & diet in order. Forth, among the 26 cases of positive or negative implications made by each cannel of KBS, 18 cases were delivered in positive ways, 7 cases had positive and negative point of views mix together, and 1 cases was negatively delivered. Finally, the most important thing is to organiae the advisory team by connecting mass media and specialist, and the educational program of nutrition should be developed for the communication of right information about foods and nutrition.

Mukbang- and Cookbang-watching status and dietary life of university students who are not food and nutrition majors

Sowon Yun,Hyunjoo Kang,Hongmie Lee 대한지역사회영양학회 2020 Nutrition Research and Practice Vol.14 No.3

BACKGROUND/OBJECTIVES: As watching food-related programs has become very popular among the young generation in Korea, this study sought to compare the Mukbang- and Cookbang-watching status of university students with their dietary life. SUBJECTS/METHODS: The participants were 380 students who were not majoring in food and nutrition at a university in Gyeonggi, Korea. Based on self- reports, the participants were grouped according to their frequency of watching Mukbang or Cookbang: frequent-watching (FW) 21.1% and 5.3%, respectively; moderate-watching (MW) 43.9% and 27.9%, respectively; and not-watching (NW) 35.0% and 66.8% respectively. RESULTS: In the FW group, up to 88.8% and 70.0% of participants reported watching Mukbang and Cookbang, respectively, ≥ 3 days/week. Almost all participants in the FW and MW groups reported intention to keep watching these shows. The most frequent watching route was “YouTube” and the most important criterion to select a program was “food”. In the case of Mukbang, but not Cookbang, the participants in the FW group scored their diet significantly worse than those in the NW group (P < 0.05). A greater proportion of participants felt that watching Cookbang improved their diets rather than worsened them (14.3% vs. 0.8%, respectively), while more participants said that watching Mukbang worsened their diets rather than improved them (8.1% vs. 2.4%, respectively). In both cases, greater differences were shown in the FW groups compared to the MW groups (P < 0.05 and P < 0.01 for Cookbang and Mukbang, respectively). Moreover, the participants answered that Mukbang-watching prompted them to eat more of less desirable food, such as through eating out and purchasing convenient and delivered foods, whereas Cookbang-watching made them want to cook more of their own food. CONCLUSIONS: Our results suggested that Korean university students who frequently watch Mukbang, but not Cookbang, may be a nutritionally vulnerable group that needs attention.

연구논문 : TV 시청 동기가 식문화 프로그램 시청 선호도 및 시청의도에 미치는 영향 -식문화 관여도의 조절효과를 중심으로-

안세경 ( Se Kyung An ),이범준 ( Bum Jun Lee ) 한국식생활문화학회 2014 韓國食生活文化學會誌 Vol.29 No.3

The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’, ‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.

TV 시청 동기가 식문화 프로그램 시청 선호도 및 시청의도에 미치는 영향 - 식문화 관여도의 조절효과를 중심으로 -

안세경,이범준 한국식생활문화학회 2014 韓國食生活文化學會誌 Vol.29 No.3

The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’, ‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.

TV 속에 나타난 식생활관련 정보의 모니터 사례 분석

류혜숙,김현숙,양일선,김기태,배미용 대한영양사협회 2003 대한영양사협회 학술지 Vol.9 No.2

The purpose of this study was to analyze information about food and nutrition topics presented throughout the television broadcast media, thereby suggest the optimal communication method to give right information to the general public. To perform this study, total sixteen monitoring people were recruited and trained through monitoring practice before and during the study. Five domestic TV channels were selected to be monitored, for six months. For the best efficiency, all the monitoring people were divided into 8 teams based on the regional consideration. The statistical analysis of data was completed using SAS program. The main results of this study are as follows. First, the total reporting cases of information about foods and nutrition were 237, among which about 30% was classified as appropriate and 70% as inappropriate based on the trained monitors' evaluation. Second, the analysis of contents about incorrect informations showed that the insufficient descriptions of terminology and contents were the highest. And insufficient scientific evidences, incorrect contents excessively entertainment-oriented, no provision of alternatives, improper selection of expert advisors were followed. These results suggest that systematical monitoring should be continued to reduce the frequency of incorrect communication thereby give the right information in food and nutrition area to the general public. And there should be a closely cooperated system to provide the professional information to broadcasting production team by establishing the strategic program. In order to do that, most importantly the advisory team should be organized to professionally connect mass media to corresponding specialists. In addition, more educational programs about food and nutrition should be developed provide right information to the general public.

먹는 방송과 "요리하는 방송" 음식 미디어에 대한 커뮤니케이션학적 탐색: 텔레비전 먹방/쿡방 유행의 사회문화적 배경과 뉴미디어 이용 요인

나은경 ( Eun Kyung Na ) 국민대학교 사회과학연구소 2015 社會科學硏究 Vol.28 No.1

이 논문은 최근 한국 사회 방송 콘텐츠의 화두로 떠오른 ‘먹는 방송’ 및 ‘음식과 요리’ 리얼리티와 오락 프로그램 중에서 소위 ‘먹방’과 ‘쿡방’ 유행의 커뮤니케이션적 함의를 다루고있다. 먼저 2009년 이후 한국 방송 트렌드의 대세가 된 ‘먹방’이 수그러들 기세를 보이지않는 가운데, 2014년에 그 정점에 달하고 2015년에 이르러 ‘쿡방’으로의 진화를 주도한 사회문화적인 현실 배경과 심리를 설명하는 몇 가지 대표적인 커뮤니케이션적 관점들을 소개했다. 다음으로 지금까지 드러난 ‘먹방’과 ‘쿡방’의 세 가지 속성- 가족 가치에 천착, 판타지적 가상현실 제공, 뉴미디어 환경과의 연계 -에 근거하여, 왜 기존의 단일매체 중심적인 언론학의 주요 이론 및 연구 결과가 작금의 먹방/쿡방 현상에 직접 적용되기 어려운지를 구체적으로 논의하였다. 마지막으로 커뮤니케이션 현상으로서 먹방/쿡방 유행을 보다 잘 이해하기 위해 향후 커뮤니케이션 학자들이 고려할 만한 연구 문제에는 어떤 것들이 있는지 살펴보았다. The present paper aims to explore various communicative implications of current popularity of food television, focusing on what has emerged as the primary broadcasting media contents of reality shows: ‘eating broadcasts’ and ‘cooking broadcasts.’ First, several social discourse and theoretical approaches that have dominated the extant reality TV shows and food television trend literature are briefly introduced. Next, it is discussed how social and journalistic issues on this phenomenon diverges from what was normally assumed in the previous communication research in terms of (a) family values change, (b) fantasy of vicarious reality experiences, and (c) connection with new media environment, which casts doubt upon the applicability of prior findings to this nascent communication venue. Based on the review, specific research agendas are proposed to better understand food TV trend as yet another form of communication research field.

텔레비전드라마 <펀치>의 영상수사학 고찰

윤석진 한국문학이론과비평학회 2015 한국문학이론과 비평 Vol.69 No.-

본고에서는 텔레비전드라마의 영상수사학 연구 방법을 모색하기 위한 방편으로 19부작 미니시리즈 <펀치(punch)>의 표현 기법을 분석하였다. <펀치>는 7년의 세월 동안 같은 인생을 살면서 같은 꿈을 꾸었던 현직 검찰총장과 대검찰청 반부패부 수사지휘과장 검사가 서로의 인생을 걸고 벌이는 혈투를 통해 국가가 위임한 공권력을 사적으로 악용하는 기득권 세력의 욕망을 적나라하게 폭로한 작품이다. 특히 자동차 급발진 사고와 관련된 정경유착과 불법 비자금, 정치인과 고위관료 그리고 재벌가의 병역비리, 정치권력 실세 자녀의 대학교수 임용비리, 국제초등학교 입학 비리 등 실제 현실 세계의 사건들을 환기시키는 에피소드들을 통해 부패한 정치권력의 실상을 폭로하고 극적 상상력으로 처벌과 응징을 시도한 주제의식이 돋보이는 작품이었다. 영상수사학의 차원에서 <펀치>는 일련의 음식을 오브제로 활용하는 경향이 두드러졌다. 자장면과 파스타 그리고 홍어회와 같은 음식, 또는 칡뿌리나 소주 등을 오브제로 활용하여 서사를 이끌어가는 등장인물들의 성격과 극적 역할은 물론 등장인물들 간의 관계를 상징적으로 형상화함으로써 실제 현실 세계의 문제를 환기시켰다. 다양한 종류의 음식을 활용하여 연출된 미장센과 몽타주 덕분에 부패한 현실 정치의 실상 폭로와 비리 척결 그리고 처벌이라는, 다소 무겁게 느껴질 수 있는 주제의식이 효과적으로 연출된 것이다. 결론적으로 <펀치>는 인간의 세속적 욕망과 현실 정치의 부정부패를 환기시키는 비유적인 대사와 ‘음식’으로 등장인물의 심리와 처지를 상징적으로 형상화한 영상 연출을 통해 영상수사학의 가능성을 보여준 작품이라 할 수 있다. The aim of this paper looks for a research method to study image rhetoric based on analyzing TV dramas that newly become an area of visual arts with the emotional and cognitive expression. In order to do this research, this paper analyzed the expressing technique of 19 episodes of <Punch> (a mini-series TV drama) because the symbolic image directing in these episodes was outstanding. The main story of <Punch> is about a youngest man’s confession, who previously lives for the success by hook or by crook but gets to know that he has the brain tumor and his life is left only 6 months. This TV drama told pending social issues with the dramatic episodes and it became an social issue because it dealt with the distorted shape of the political power and revealed human’s secular ambition. This paper distinguished the figurative narrations and scenes in the drama to make us to rethink human’s secular ambition and political corruption as two levels such as the emotional level and the rational level. The emotional level focused on mise-en-scene and montage to make us to rethink human’s secular ambition. The rational level focused on the episodes that made us to rethink the polical corruption. As the TV drama <Punch> compared human’s secular ambition toward the political power to ‘food’, human’s ambition was sensitively described. As the pending social issues such as the cozy relations between politics and business or politicians’ involvement in draft irregularities used as an episode and was criticized, this drama was characteristic because it provided a chance to rethink the political corruption.

지상파 TV 방송프로그램에 나타난 식품영양정보의 양적 현황(2002-2003년) - 뉴스, 건강정보 프로그램, 드라마

문현경 ( Hyun Kyung Moon ),장영주 ( Young Ju Jang ) 대한영양사협회 2005 대한영양사협회 학술지 Vol.11 No.1

지상파 TV 방송프로그램에 나타난 식품영양정보의 질적 분석(2002-2003년) - 뉴스, 건강정보 프로그램, 드라마

문현경 ( Hyun Kyung Moon ),장영주 ( Young Ju Jang ) 대한영양사협회 2005 대한영양사협회 학술지 Vol.11 No.1