Quantitative and image datasets of the assessment of gender representation in food and beverage print advertisements found in Guatemala City, Guatemala and Lima, Peru in 2018

The two datasets that are part of this project were the result of a research aiming to describe the representation of gender in print food and beverage advertisements inside corner stores located around schools in Lima, Peru and Guatemala City, Guatemala. During the period between October - December 2018, researchers visited these points of food sale and took digital pictures of print advertisements of sugar-sweetened beverages, candy, cereals, bread and pastries, eggs and dairy, water, instantaneous food, frozen desserts (ice cream and popsicles) and ultra-processed snacks, using a purposive sampling approach. These photographs were then analyzed according to a content analysis instrument containing a total of nineteen variables. Two of these variables were used to record general information of the print advertisements: country of provenance and school segment. The other seventeen variables were used for the assessment of gender representation, and included: brand, product category, general communication concept, color, product representation, environment/featured activity, number and gender of the persons shown in the ad, health claim, values/emotional appeal, gender of main character, role model/ public figure, public to which it is visually directed, focal point, typography, scales, shape and contrast. Documentation with the definitions of each variable is provided with the data. As a result of this work, we obtained:1) one dataset that includes high-resolution photographs of the 200 unique print food and beverage advertisements from Guatemala and Peru; 2) a second dataset that contains the coded data that resulted of the gender representation assessment of each one of the 200 photographs of print advertisements. Descriptions of the procedures followed for taking, uploading and analyzing the photographs, as well as detailed information about the provenance of photographs and instructions for coding, are included in guides and documents that accompany these datasets.