Proyectos por año
Resumen
Objective
The objective of this study is to assess gender representation in food and beverage print advertisements.
Results
The study follows a quantitative descriptive approach. Using a content analysis technique, we assessed the gender representation in 200 food and beverage print advertisements found in corner stores located in four areas around schools in Lima, Peru, and Guatemala City, Guatemala (100 advertisements per country). A total of 36% of the ads exhibited a male main character for the case of Guatemala, while in Peru 14% of the ads presented a male main character. Furthermore, in Guatemala, 22% of the main characters were male animated characters. Moreover, 27% of the ads in Guatemala and 17%, in Peru were visually male-oriented. Overall, male characters appeared alongside sports references and in varied settings, whereas female characters were usually holding or consuming the product. In conclusion, although the majority of variables used to assess the representation of gender in food and beverage print advertisements were gender-neutral, those showing gender representation were mostly male-oriented. Despite its limited findings, the study provides evidence for the formulation of public policies and educational content aimed to protect children’s and adolescents’ health from the effects of food marketing.
The objective of this study is to assess gender representation in food and beverage print advertisements.
Results
The study follows a quantitative descriptive approach. Using a content analysis technique, we assessed the gender representation in 200 food and beverage print advertisements found in corner stores located in four areas around schools in Lima, Peru, and Guatemala City, Guatemala (100 advertisements per country). A total of 36% of the ads exhibited a male main character for the case of Guatemala, while in Peru 14% of the ads presented a male main character. Furthermore, in Guatemala, 22% of the main characters were male animated characters. Moreover, 27% of the ads in Guatemala and 17%, in Peru were visually male-oriented. Overall, male characters appeared alongside sports references and in varied settings, whereas female characters were usually holding or consuming the product. In conclusion, although the majority of variables used to assess the representation of gender in food and beverage print advertisements were gender-neutral, those showing gender representation were mostly male-oriented. Despite its limited findings, the study provides evidence for the formulation of public policies and educational content aimed to protect children’s and adolescents’ health from the effects of food marketing.
Idioma original | Inglés |
---|---|
Número de páginas | 10 |
DOI | |
Estado | Publicada - 13 jul. 2021 |
Palabras Clave
- marketing
- gender
- childhood
- advertisement
- print media
COAR
- Artículo
Huella
Profundice en los temas de investigación de 'Gender representation in food and beverage print ads found in corner stores around schools in Peru and Guatemala'. En conjunto forman una huella única.Proyectos
- 1 Terminado
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Marketing de alimentos dirigido a niños: un estudio colaborativo y orientado a políticas en Argentina, Bolivia, Guatemala y Perú
Busse Cárdenas, P., Rozas Urrunaga, L. J., Allemandi, L., Castronuovo, L., Garron, A. K. & Barnoya, J.
INTERNATIONAL DEVELOPMENT RESEARCH CENTRE (IDRC-CANADA).
1/05/18 → 30/03/21
Proyecto: Investigación