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Media Project Information |
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Project Overview The aim of this study is to assess whether predominantly non-white, poor communities are disproportionately targeted by advertising for high fat/high sugar foods and beverages and/or products promoting sedentary lifestyle. The study has 2 research components: 1) Outdoor Advertising - includes billboards, transportation shelter ads, and posters aimed at local community members, in targeted zip codes in five U.S. cities. Nearly completed - see 10/6/06 draft Policy Issue Brief 2) Magazine Advertising - nearly 20 publications chosen to provide contrast by readership ethnicity. Field Research starting fall 2006. See here for Student Researcher team information. Methodology for “Media Content Analysis to Assess Disparities in Weight-Related Lifestyle Advertising” – Outdoor Advertising. Draft 3/2/06 Research staff used GPS receivers and digital cameras to create a record of outdoor advertising in select zip codes, chosen to provide the contrasts of interest by ethnicity (predominantly African-American, Latino, or White) and household income (relative median household income). Later, coders abstracted the product content and targeting of advertisements based on the photographs. Ad content was analyzed to see if density or relative proportions of different types of ads differed between zip codes. See Full Outdoor Media Methodology - word draft 3/2/06 Methodology for “Media Content Analysis to Assess Disparities in Weight-Related Lifestyle Advertising” – Magazine Advertising. In progress 10/25/06 |
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