Health and nutrient content claims in food advertisements on Hispanic and mainstream prime-time television.
OBJECTIVE
Characterize frequency and type of health and nutrient content claims in prime-time weeknight Spanish- and English-language television advertisements from programs shown in 2003 with a high viewership by women aged 18 to 35 years.


METHODS
Comparative content analysis design was used to analyze 95 hours of Spanish-language and 72 hours of English-language television programs (netting 269 and 543 food ads, respectively).


METHODS
A content analysis instrument was used to gather information on explicit health and nutrient content claims: nutrition information only; diet-disease; structure-function; processed food health outcome; good for one's health; health care provider endorsement.


METHODS
Chi-square statistics detected statistically significant differences between the groups.


RESULTS
Compared to English-language television, Spanish-language television aired significantly more food advertisements containing nutrition information and health, processed food/health, and good for one's health claims. Samples did not differ in the rate of diet/disease, structure/function, or health care provider endorsement claims.


CONCLUSIONS
Findings indicate that Spanish-language television advertisements provide viewers with significantly more nutrition information than English-language network advertisements. Potential links between the deteriorating health status of Hispanics acculturating into US mainstream culture and their exposure to the less nutrition-based messaging found in English-language television should be explored.
Abbatangelo-Gray
Jodie
J
Ogilvy & Mather, New York, New York, USA. jabba@post.harvard.edu
Byrd-Bredbenner
Carol
C
Austin
S Bryn
SB
D000069:Acculturation; D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000706:statistics & numerical data*; D016009:Chi-Square Distribution; D005260:Female; D058870:Food, Organic; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006630:Hispanic or Latino / Q000523:psychology*; D006801:Humans; D052756:Nutritional Sciences / Q000193:education* / Q000592:standards; D013690:Television; D044465:White People / Q000523:psychology; D055815:Young Adult