台灣婦幼雜誌中嬰幼兒食品與益生菌產品廣告之內容分析

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題名:	台灣婦幼雜誌中嬰幼兒食品與益生菌產品廣告之內容分析 Content analysis of baby food and probiotic advertisements in pregnancy and early parenting magazines in Taiwan
作者:	龔鈺棠 Gong, Yu-Tang
貢獻者:	陳怡君
關鍵詞:	婦幼雜誌;嬰幼兒食品廣告;益生菌;內容分析 Pregnancy and early parenting magazines;Baby food advertisements;Probiotic;Content analysis
日期:	2013-06-28
上傳時間:	2018-10-09 14:06:51 (UTC+8)
摘要:	第一部分本研究之目的為探討台灣婦幼雜誌中嬰幼兒食品廣告之訊息內容。選取2011年4家婦幼雜誌，總共48本，利用內容分析法檢視其中嬰幼兒食品的廣告型態、行銷資訊、廣告代言人及廣告訴求內容。全數共有1194筆的嬰幼兒食品廣告，794筆為嬰幼兒奶粉，400筆為副食品。平均每本雜誌有25則廣告，比國外雜誌所含的嬰幼兒食品廣告多出許多。嬰幼兒食品主要以純廣告、產品介紹專欄、媽媽教室及寶寶徵選活動等多種方式呈現，顯示嬰幼兒食品廣告型態的多樣化。近乎三成的廣告有促銷優惠，4.4%的廣告提及母乳相關訊息。整體而言，相較於副食品的廣告，嬰幼兒奶粉廣告具有較豐富的行銷資訊內容。此外，嬰幼兒食品廣告主要以敘述產品營養特色、改善孩童狀況等理性訴求為導向。另一方面，本研究發現有2筆違反台灣現行規範，173筆與國際嬰兒餵食建議不符的情形，另有9筆廣告疑似違反「醫事人員代言處理原則」。台灣婦幼雜誌中含有大量且型式多元的嬰幼兒食品廣告，此類廣告之高暴露量及廣告中行銷訊息的呈現是否會影響媽媽們哺餵嬰幼兒方式的選擇，將可於未來研究進一步探討。第二部分本研究目的為探討台灣婦幼雜誌中益生菌產品廣告健康相關訊息之內容。選取2011年4家婦幼雜誌共48本，利用內容分析法檢視其中益生菌廣告之商品供應類別、目標客群、菌種名稱、建議量說明以及健康功效聲稱內容。全數共有440筆益生菌產品廣告，405筆為一般食品，31筆為健康食品，4筆為藥品。廣告超過九成以嬰幼兒為目標客群，且大多為嬰幼兒食品的供應形式。有超過六成的廣告具健康功效聲稱，當中以腸胃道相關的功效居多，且以特定生理功能之 “維持消化道機能”及“改善體內菌叢生態”聲稱最為常見。另外，本研究也發現有治療腹瀉、腹痛及便秘的醫療聲稱。整體來說，益生菌藥品具有最齊全的廣告資訊，食品類的廣告則缺少足夠的建議量使用及菌株說明。此外，本研究發現一般食品的益生菌廣告功效聲稱有2筆違反食品衛生管理法，且發現一般食品與健康食品有重疊的功效聲稱內容。台灣婦幼雜誌中的益生菌廣告有一般食品、健康食品與藥品等級的不同，且大多數的廣告具有健康功效聲稱。廣告有九成以上以嬰幼兒為目標客群，其中雖然藥品廣告佔少數，但其具備詳細的資訊及療效聲稱，是否合適於一般性婦幼雜誌中行銷，值得進一步探討。未來管理單位須訂定更嚴謹的食品廣告規範及標示詞句之界定內容，以確保消費者可獲得清楚且正確的食品廣告資訊。 Part 1 Objectives: The purpose of this study was to examine baby food advertisements in pregnancy and early parenting magazines. Methods: We conducted a content analysis to examine baby food advertisements appearing in four different magazines from 2011. Coding categories included ads type, advertising appeals, spokesperson and marketing information. Results: A total of 1194 baby food advertisements were found in 48 individual issues of four different magazines. Infant and toddler formula were found 794 times and complementary food were found 400 times, which means with an average of 25 advertisements per issue. There are 7 different types of baby food advertisements. Over 30% of the advertisements claimed that the products were imported from foreign countries and only 4.4% of the slogans mentioned breastmilk-related messages. Infant and toddler formula contains significantly more marketing information than complementary food ( p < 0.05). Baby food advertisements used generally rational appeals, aiming mostly at describing product nutritional features, improving children’s health conditions. Our study showed that 2 formula advertisements found in magazines were against current regulation, 173 baby food advertisements were against the International Code of Marketing of Breastmilk substitutes. Also, there were 9 advertisements might be violating the principles of medical personnel endorsement. Conclusion: Pregnancy and early parenting magazines in year 2011 contains large amount of baby food advertisements. The high exposure of the baby food advertisements and the messages within the advertisements might affect mothers’ feeding choices. Future researches are required to determine how pregnant women and mothers react to the baby food advertisements in the print media and if these advertisements influence infant feeding decisions and maternal behavior. Part 2 Objectives: The purpose of this study was to examine the messages of probiotic advertisements directed towards parents in pregnancy and early parenting magazines. Methods: We used content analysis to examine the probiotic advertisements appearing in four different magazines from 2011. Coding categories included product type, serving form, probiotic strain, use recommendation and health statements. Results: We identified 440 probiotic advertisements in 48 individual issues of four different magazines and over ninety percent of the probiotic products were for children. Advertisements for regular food (n=405) were the most frequently observed, with the rest being advertisement for healthy foods (n=31) and medical foods (n=4). The commercials containing health statements accounted for over 61.4% of the total. ‘Maintaining digestive system’ and ‘improving body’s gut flora’ were the two statements most frequently mentioned. There were also medical statementss included in the probiotic advertisements. Amongst the three types of probiotic products, medical food had the most complete advertisement information, containing specific strain, use recommendation and medical statements. On the other hands, health statements violating regulation (medical statements) were found in 2 advertisements. Our study also found that regular food and health food advertisements contained similar health statements. Conclusion: Tighter supervisions and stricter regulation of food advertisements are required to make consumer have the correct probiotic advertisements information. Besides, further research should be made to investigate whether medical food advertisements are suitable for marketing in parenting magazines.
描述:	碩士指導教授-陳怡君委員-林士祥委員-陳富莉
資料類型:	thesis
顯示於類別:	[保健營養學系暨研究所] 碩博士論文

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