Food Preference or Lack of Options? Analysis of Magazine Food Advertisements Targeting African Americans

Theoretical Background and research questions/hypothesis:  Based on social learning theories (Bandura, 1977, 1997), racial segmentation, targeting, and the use of ethnic media are considered effective and efficient ways to market to ethnic markets (Kotler, 1997). However, racial segmentation raises public health concerns when the products being advertised have serious health consequences. Food advertising directed to African-American consumers has been criticized as perpetuating unhealthy diet that is high in fat, sugar, and salt (see Grier and Kumanyika 2008 for a meta-analysis), thus contributing to disproportionately high rates of obesity and related health problems among the African-American population. The current study extends past research (e.g., Duerksen et al, 2005; Kean & Prividera, 2007) to examine whether the historic trends of racial segmentation in magazine food advertising are continuing or showing a shift in direction in recent years when the health risk of obesity has gained attention and the prevalence of obesity among the population in general appears to be leveling off (Ogen et al., 2012). Specifically, food advertisements from Ebony, Essence, and Peopleare comparatively analyzed for the number of advertisements in different food categories (RQ1), the number of brands within each food category (RQ2), and the product varieties (e.g., diet, low calorie) within each food category (RQ3).

Methods:  A total of 680 food and beverage advertisements were analyzed from 72 issues of Ebony, Essence, and Peoplefrom 2008 and 2011. Each ad was analyzed for the food category (e.g., alcoholic beverage, sweets) etc.), brand, and the product variety (e.g., regular vs. diet, fried vs. baked, natural vs. processed).

Results:  Food and beverage ads in Ebony and Essence, in comparison to those in People, are characterized as follows: First (RQ1), large proportions of ads are for alcoholic beverages, non-alcoholic beverages, and fast food restaurants while small proportions are for salty snacks, sweets, and convenience entrees. Ads for fruits and vegetables are nonexistent. Second (RQ2), a small number of brands dominate the ads in most food categories. Last (RQ3), limited product varieties are offered, which often exclude healthier options such as diet soft drinks, baked chips, low calorie snacks, or natural meat. On the other hand, food and beverage ads in Peopleare relatively evenly distributed across various food categories, are represented by diverse brands in most categories, and include relatively healthier varieties.

Conclusions:  Racial segmentation in magazine food advertising continues in recent years, but to a lesser degree compared to the results from similar studies since 1980. Although the overall trend is somewhat encouraging, a concern is raised about the limited brand and product varieties offered in magazines targeting African Americans.

Implications for research and/or practice:  While one may argue that limited food offerings simply follow existing food preferences among African-American consumers, historic lessons from alcohol and cigarette advertising (Cui, 2000; Pollay et al., 1992) suggest that food marketers may be slow to respond to the demands for healthier options among African American consumers. Public health campaigns need to focus on raising awareness and interest among African American consumers about healthier food options, which, in turn, will push food marketers to respond to such consumer trends.