TY - JOUR
T1 - Gender representation in food and beverage print advertisements found in corner stores around schools in Peru and Guatemala
AU - Mus, Sophia
AU - Rozas, Lucila
AU - Barnoya, Joaquin
AU - Busse, Peter
N1 - Funding Information:
The data was obtained in the framework of the project “Food marketing targeted to kids: a collaborative and policy-oriented study in Argentina, Bolivia, Guatemala and Peru”, funded by the International Development Research Centre (IDRC, Grant N° 108645).
Publisher Copyright:
© 2021, The Author(s).
PY - 2021/10/30
Y1 - 2021/10/30
N2 - 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 print advertisements exhibited a male main character for the case of Guatemala, while in Peru 14% of the print advertisements presented a male main character. Furthermore, in Guatemala, 22% of the main characters were male animated characters. Moreover, 27% of the print advertisements 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.
AB - 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 print advertisements exhibited a male main character for the case of Guatemala, while in Peru 14% of the print advertisements presented a male main character. Furthermore, in Guatemala, 22% of the main characters were male animated characters. Moreover, 27% of the print advertisements 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.
KW - Advertisement
KW - Childhood
KW - Gender
KW - Marketing
KW - Print media
UR - https://hdl.handle.net/20.500.12724/15219
UR - http://www.scopus.com/inward/record.url?scp=85118421950&partnerID=8YFLogxK
U2 - 10.1186/s13104-021-05812-4
DO - 10.1186/s13104-021-05812-4
M3 - Artículo (Contribución a Revista)
C2 - 34717738
AN - SCOPUS:85118421950
SN - 1756-0500
VL - 14
SP - 1
EP - 5
JO - BMC Research Notes
JF - BMC Research Notes
M1 - 402 (2021)
ER -