A content analysis of food advertisements appearing in parenting magazines

Introduction: Childhood obesity is a growing problem, and parents shape a child's diet through foods purchased, attitudes, and transfer of nutritional information. There are many potential contributors to knowledge and attitudes about nutrition, including friends, relatives, and media such as food advertisements. However, while many have studied food ads targeting children, few have analyzed advertising directed at parents. Methods: We used content analysis to examine the advertisements appearing in 4 issues each of six different parenting and family magazines from 2008 (n=24). We identified 479 food ads, which represented approximately 32% percent of all ads. We analyzed each ad for content, including health appeals, nutrition information, messages themes, and representation of people in the ad. We also collected the nutrition information for each product depicted in the ads (n=798). Results: We found that a majority of ads were for products such as snack foods (10%) and packaged meals (8%). In addition to health and nutrition appeals, we found several themes used in ad messages to promote products, including the following: taste, convenience, economical, unique, and fun. Data will be provided concerning the health and nutritional messages provided in the ads and nutritional value of the products advertised. Discussion: Future research should examine the influence of food ads on parents and examine messages from sources of nutritional information other than ads, including the internet and health providers. Interventions should be developed to help parents understand information seen in food ads and to help parents understand nutrition labels.