Local and standardized strategies: A content analysis of newspaper food and beverage advertising in Jamaica-Reference-Cited by-同舟云学术

Local and standardized strategies: A content analysis of newspaper food and beverage advertising in Jamaica

Published:2020-05-22 Issue:2 Volume:41 Page:179-203
ISSN:0739-5329
Container-title:Newspaper Research Journal
language:en
Short-container-title:Newspaper Research Journal

Author:

Ahn Regina Jihea¹^ORCID,Nelson Michelle R.¹,Ferguson Gail M.¹

Affiliation:

1. Ahn is an assistant professor, Department of Strategic Communication, School of Communication, University of Miami. Nelson is a professor of Advertising, College of Media, University of Illinois at Urbana-Champaign. Ferguson is an associate professor, Institute of Child Development, University of Minnesota

Abstract

Globalization has led to changes in diets and advertising linked to audience preferences. This study examines local and global brand food and beverage advertising in Jamaican newspapers. Content analysis of 440 advertisements revealed the predominance of global fast-food brands, often including soda. Healthier foods were found in one in 10 ads. Information cues included taste, quality, and price, yet 14% of ads featured only a product image/logo. Advertisements reflected standardized and local strategies.

Funder

Christopher Family Foundation Food and Family Program at the Family Resiliency Center, University of Illinois at Urbana-Champaign

Publisher

SAGE Publications

Subject

Communication

Link

http://journals.sagepub.com/doi/pdf/10.1177/0739532920919828

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