Abstract
This study addressed food advertising in US magazines with a content analysis of food advertisements from fifteen magazines across five genres, to determine the different product categories and tactics (claims, endorsements, seasonality, and product interaction) used. Findings suggest that foods high in fat and sugar were the most frequently advertised food category overall; that consumer-focused claims were most common; and that more than 15 percent of ads featured individuals interacting with the food product being advertised. Also, magazine genre and season-based differences were present in the types of food products advertised. The paper concludes with implications for magazines and advertisers when promoting food-orientedproducts.
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