Gıda Reklamlarının İddia Ettikleri: Dergi Reklamları Üzerine Bir İnceleme

Abstract

Claims of Food Advertisements: An Analysis of Magazine Ads Based on the developments on the medical researches determining the significant connections between nutrition and health today, marketing experts who adopt the increase in consumers' interest to being informed on nutrition and health have started to combine nutrition or health benefits through food consumption in the advertisements. This research aims to analyze the uses of the claims in food advertisements by examining the food advertisements published in the year 2014 in Women's Health, Men's Health and Tempo. The food advertisements in the magazines have been assessed by using content analysis method. According to the findings of the research, the messages concerning customers are used more frequent than the claims concerning health benefits and nutritional values of foods in the advertisements from seven food categories in all the three magazines. The most of the food advertisment is in Women's Health which is under category of women magazine. Those advertisements generally include expressions about taste and emotional appeals. Despite the fact that consumers are interested in being in shape, nutrition, health and weight control, advertisers continue to mainly use the messages that might make the consumers give sensual reactions. keywords: food ads, health claim, claim in ads, women magazines, men magazines, content analysis 188 İleti-ş-im 24 • Haziran 2016 Résumé Les revendications des publicités alimentaires: Une étude sur la pub magazine