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Development of a Teen-Informed Coding Tool to Measure the Power of Food Advertisements

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  • Drew D. Bowman

    (Human Environments Analysis Laboratory, Western University, London, ON N6A 5C2, Canada
    Children’s Health Research Institute, London, ON N6C 2V5, Canada
    Department of Geography, Western University, London, ON N6A 5C2, Canada)

  • Leia M. Minaker

    (Human Environments Analysis Laboratory, Western University, London, ON N6A 5C2, Canada
    School of Planning, Faculty of Environment, University of Waterloo, Waterloo, ON N2L 3G1, Canada)

  • Bonnie J. K. Simpson

    (Human Environments Analysis Laboratory, Western University, London, ON N6A 5C2, Canada
    DAN Department of Management and Organizational Studies, Western University, London, ON N6A 5C2, Canada)

  • Jason A. Gilliland

    (Human Environments Analysis Laboratory, Western University, London, ON N6A 5C2, Canada
    Children’s Health Research Institute, London, ON N6C 2V5, Canada
    Department of Geography, Western University, London, ON N6A 5C2, Canada
    School of Health Studies, Western University, London, ON N6A 3K7, Canada)

Abstract

The food-related information environment, comprised of food and beverage advertising within one’s surroundings, is a growing concern for adolescent health given that food marketing disproportionately targets adolescents. Despite strong public interest concerning the effects of food marketing on child health, there is limited evidence focused on outdoor food advertising in relation to teenage diets, food purchasing, and perceptions. Further, limited research has considered both the exposure to and influence of such advertisements. This study used a novel multi-method approach to identify and quantify the features of outdoor food and beverage advertisements that are most effective at drawing teenagers into retail food establishments. An environmental audit of outdoor advertisements and consultations with youth were used to: (1) identify teen-directed food marketing techniques; (2) validate and weigh the power of individual advertising elements; and, (3) develop a teen-informed coding tool to measure the power of food-related advertisements. Results indicate that marketing power is a function of the presence and size of teen-directed advertisement features, and the relative nature of each feature is an important consideration. This study offers a quantitative measurement tool for food environment research and urges policymakers to consider teen-directed marketing when creating healthy communities.

Suggested Citation

  • Drew D. Bowman & Leia M. Minaker & Bonnie J. K. Simpson & Jason A. Gilliland, 2019. "Development of a Teen-Informed Coding Tool to Measure the Power of Food Advertisements," IJERPH, MDPI, vol. 16(21), pages 1-19, November.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:21:p:4258-:d:282890
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    References listed on IDEAS

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    6. Angela Chang & Peter J. Schulz & Tony Schirato & Brian J. Hall, 2018. "Implicit Messages Regarding Unhealthy Foodstuffs in Chinese Television Advertisements: Increasing the Risk of Obesity," IJERPH, MDPI, vol. 15(1), pages 1-15, January.
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    Cited by:

    1. Charlene Elliott & Emily Truman & Nikki Stephenson, 2022. "Food Marketing and Power: Teen-Identified Indicators of Targeted Food Marketing," IJERPH, MDPI, vol. 19(13), pages 1-13, June.
    2. Christine Mulligan & Monique Potvin Kent & Laura Vergeer & Anthea K. Christoforou & Mary R. L’Abbé, 2021. "Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging," IJERPH, MDPI, vol. 18(9), pages 1-23, April.

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