| 摘要: | 第一段：
背景：母乳能夠提供嬰童發育所需之營養素，包含了二十二碳六烯酸（docosahexaenoic acid, DHA）。現今市面充斥著許多補充DHA的產品，而雜誌中的廣告極有可能扮演著提倡其產品的角色。本研究目的在於分析並探討2011年間臺灣四本主要婦幼雜誌中的食品廣告，並著重於DHA。本研究利用內容分析法分析食品廣告中產品特色與功能宣稱等。材料與方法：主要編碼項目包含有產品是否含DHA、食物類型、目標客群、功能宣稱、DHA來源說明及DHA補充型式。結果：研究發現含DHA產品其高比例為嬰幼兒配方奶粉，且以孩童為主要目標客群。另外，高比例之功能宣稱與智能發展相關。廣告中最常見之DHA來源為魚油，最常以DHA＋AA、ARA或DHA為補充型式。結論：婦幼雜誌之廣告大量出現DHA，且提倡其幫助智能發展之功能；然而目前科學研究尚未達一致的定論。另外，民眾對於科學資訊的理解程度可能尚未足夠，突顯營養教育的重要性及大眾媒體包含正確且具科學實證性資訊的必須性。
第二段：
背景：母親為其孩童所做的餵養決定深深影響孩童健康及營養狀態，且受到許多因素不同程度之影響。二十二碳六烯酸（docosahexaenoic acid, DHA）因其對孩童發展的益處而廣受注意。本次研究目的為探討母親對孩童餵養及DHA的論述。受訪者與方法：共與9位台灣母親進行深度訪談，以半結構式問題詢問其餵養決定之資訊來源、影響因子及對DHA的認知。結果：研究發現親友、書籍和書面資料及網路為三大類廣為母親使用且對其具高信任度之資訊來源。母親的餵養選擇亦受到健康專業人士及親友的建議所影響。DHA最常被提及其對孩童腦部及智能發展之益處，然而母親對其實際效益認知及使用率則因人而異。多數母親認為額外補充營養素，如DHA，為非必須，並認為天然均衡的飲食為較佳的。結果：台灣母親喜歡自所信任之來源獲取所需資訊，其中包括家人朋友、書籍和書面資料及網路，其餵養決定也受健康專業人員及親友影響。另外，母親常將DHA與幫助孩童腦部和智能發展作連結；而有母親認為比起補充DHA，其實有更多元化的方式能夠提高孩童的智能發展。
Part I:
Human breast milk provides nutrients that are crucial to human growth, including docosahexaenoic acid (DHA). Today’s market is replete with products supplemented with DHA. Advertisements in magazines may play a crucial role in the promotion of such products. The purpose of this study was to analyze and examine food advertisements in pregnancy and early parenting magazines in Taiwan from 2011 with a focus on DHA. This study applied content analysis to analyze the food advertisements. The primary data classified for coding were the presence of DHA, food type, target population, function claimed, source of DHA information, and DHA supplementation types. It was found that a high percentage of products with DHA are toddler formulas, and that they are intended for children. A high proportion of the claimed functions are related to cognitive development. The most common source of DHA is fish oil. Common supplementation types included DHA + arachidonic acid (AA), and DHA. This study concludes that DHA is heavily promoted through advertisements in pregnancy and early parenting magazines because of its function in enhancing cognitive development. However, no research has established this effect. In addition, the public’s understanding of scientific information may not be adequate, emphasizing the importance of nutrition education and the need for advertisements to provide sufficient and evidence-based information.
Part II:
Feeding decisions made by mothers greatly affect children’s health and nutrition status, which are greatly influenced by many different aspects on various levels. Docosahexaenoic acid (DHA) has gain public interest as one of the main nutrients that is beneficial to children’s development. The purpose of this study was to examine Taiwanese mothers’ talk around feeding decisions and DHA. In-depth interviews with 9 Taiwanese mothers were conducted. Semi-structured questions included mothers’ source information and influential factors regarding feeding decisions, and their perception about DHA. It was found that three major sources of information were commonly used by mothers, and their trust levels in them were also often times high: family and friends, books and written materials, and the internet. Mothers’ feeding choices were also influenced by health professionals along with family and friends. DHA is commonly associated with aiding children’s brain and cognitive development by mothers, though their perceptions of its effect and intentions of supplementation were mixed. Added supplements were considered unnecessary for most mothers, and a natural and balanced diet was the preferred feeding method. This study concludes that Taiwanese mothers like to seek information from sources they find accountable, including family and friends, books and written materials, and the internet. Their feeding decisions were also influenced by health professionals, family, and friends. Furthermore, mothers often relate DHA with aiding children’s brain and cognitive development. However, mothers believe children’s intelligent can be improved by methods other than DHA supplementation. |
