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• 영문명: Content Analysis of Weight-loss Food Advertisements at Online Shopping Mall
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김기남(Ki Nam Kim) 조진숙(Jin Suk Cho)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제15권 제1호, 39~48쪽, 전체 10쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

The purpose of this study was to analyze the contents of advertisements of weight-loss food at online shopping mall. Advertisements of 66 foods at nine online shopping malls were examined from September, 2008 to February, 2009. Auction advertised weight-loss food most frequently (22.4%), and then G market (18.8%), Interpark (15.9%), GS eshop (9.4%), in the order. The most prevalent type of weight-loss food (86.3%) was medication type, and 7.6% was snack type, and 4.1% was drink type. There were 1,393 phrases about weight loss in advertisements. Phrases on sales promotion were used most frequently (54.1%) and phrases on nutrients, non-nutrients, nutrition claims were 14.6%, 28.4% and 2.8%, respectively. Calcium, protein and vitamins were most frequently used phrases on nutrients. Among non-nutrients, 57.4% was food type, Among nutrition emphasis phrases, ‘contain’ was 28.2%, ‘rich’ and ‘less’ were 17.9%, and 12.8%, respectively. Among the phrases on sales promotion, phrases on weight control, purchase attraction and health promotion were 37.0%, 23.7% and 14.6%, respectively. We suggest that government, advertisement makers, advertisement review board should work together to make efforts for consumers to choose healthy weight-loss foods based on their needs without being blinded by an exaggerative advertisement.

목차

Abstract

Ⅰ. 서론

Ⅱ. 연구 방법 및 내용

Ⅲ. 연구결과

Ⅳ. 요약 및 결론

참고문헌

키워드

content analysis weight-loss food advertisements online shopping mall