Local and standardized strategies: A content analysis of newspaper food and beverage advertising in Jamaica

Regina Jihea Ahn; Michelle R. Nelson; Gail M. Ferguson

doi:10.1177/0739532920919828

Local and standardized strategies: A content analysis of newspaper food and beverage advertising in Jamaica

Regina Jihea Ahn, Michelle R. Nelson, Gail M. Ferguson

Research output: Contribution to journal › Article › peer-review

Abstract

Globalization has led to changes in diets and advertising linked to audience preferences. This study examines local and global brand food and beverage advertising in Jamaican newspapers. Content analysis of 440 advertisements revealed the predominance of global fast-food brands, often including soda. Healthier foods were found in one in 10 ads. Information cues included taste, quality, and price, yet 14% of ads featured only a product image/logo. Advertisements reflected standardized and local strategies.

Original language	English (US)
Pages (from-to)	179-203
Number of pages	25
Journal	Newspaper Research Journal
Volume	41
Issue number	2
Early online date	May 22 2020
DOIs	https://doi.org/10.1177/0739532920919828
State	Published - Jun 1 2020
Externally published	Yes

Keywords

Jamaica
content analysis
food advertising
globalization
newspaper advertisements
remote acculturation

ASJC Scopus subject areas

Communication

Online availability

10.1177/0739532920919828

Library availability

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abstract = "Globalization has led to changes in diets and advertising linked to audience preferences. This study examines local and global brand food and beverage advertising in Jamaican newspapers. Content analysis of 440 advertisements revealed the predominance of global fast-food brands, often including soda. Healthier foods were found in one in 10 ads. Information cues included taste, quality, and price, yet 14% of ads featured only a product image/logo. Advertisements reflected standardized and local strategies.",

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Local and standardized strategies: A content analysis of newspaper food and beverage advertising in Jamaica

Abstract

Keywords

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