A Content Analysis of Infant and Toddler Food Advertisements in Taiwanese Popular Pregnancy and Early Parenting Magazines

Journal of Human Lactation : Official Journal of International Lactation Consultant Association
Yi-Chun ChenYu-Tang Gong

Abstract

Mothers who are exposed to formula advertisements (ads) are less likely to initiate breastfeeding and more likely to breastfeed for a shorter duration than other mothers. The purpose of this study was to examine infant and toddler food ads in pregnancy and early parenting magazines. A content analysis of infant and toddler food ads printed in 12 issues of 4 magazines published in 2011 was performed. Coding categories of ads included product category, advertisement category, marketing information, and advertising appeal. The target age and health-related message of each product were coded. The researchers identified 756 infant and toddler food ads in the magazines. Compared with complementary food ads, formula product ads used more marketing strategies such as antenatal classes and baby contests to influence consumers and promote products. Nutritional quality and child health benefits were the two most frequently used advertising appeals. In addition, this study identified 794 formula products and 400 complementary food products; 42.8% of the complementary food products were intended for 4-month-old infants. Furthermore, 91.9% of the ads for formula products and 81% of the ads for complementary food products contained claims con...Continue Reading

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Citations

Mar 1, 2018·PloS One·Yu-Chin KooYi Chun Chen
May 16, 2019·Journal of Human Lactation : Official Journal of International Lactation Consultant Association·Chao-Huei ChenHsing-Yu Wei
Apr 9, 2021·Maternal & Child Nutrition·Alissa M PriesElizabeth Zehner
Aug 8, 2021·International Journal of Environmental Research and Public Health·Trish DearloveGemma Devenish-Coleman

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