A Cross‐Sectional Prevalence Study of Ethnically Targeted and General Audience Outdoor Obesity‐Related Advertising

Abstract

Context: Commercial marketing is a critical but understudied element of the sociocultural environment influencing Americans' food and beverage preferences and purchases. This marketing also likely influences the utilization of goods and services related to physical activity and sedentary behavior. A growing literature documents the targeting of racial/ethnic and income groups in commercial advertisements in magazines, on billboards, and on television that may contribute to sociodemographic disparities in obesity and chronic disease risk and protective behaviors. This article examines whether African Americans, Latinos, and people living in low-income neighborhoods are disproportionately exposed to advertisements for high-calorie, low nutrient-dense foods and beverages and for sedentary entertainment and transportation and are relatively underexposed to advertising for nutritious foods and beverages and goods and services promoting physical activities. Methods:Outdoor advertising density and content were compared in zip code areas selected to offer contrasts by area income and ethnicity in four cities: Los Angeles, Austin, New York City, and Philadelphia.

Socio-economic differences in eating-related attitudes, behaviours and environments of adolescents

“…Lastly, there may be other factors that explain the relationship between deprivation and eating behaviours. For example, the association between fastfood consumption and socio-economic deprivation may reflect the concentration of fast-food restaurants (33) or marketing promotions for less healthy foods (34) in racially segregated areas. This may be particularly relevant in New Zealand as Māori and Pacific populations are overrepresented on indicators of deprivation (27) .…”

Disparities in Obesity-Related Outdoor Advertising by Neighborhood Income and Race

“…15 Following other researches, two ratios were calculated to allow for comparisons across neighborhood categories: outdoor advertising area in square feet per 100,000 people and outdoor advertising area in square feet per square mile. 10 …”

“…Following previous research, 10 we defined outdoor advertising as ads found on billboards, bus shelters, bus benches, and posters on storefronts large enough to be seen from the street. Observers received 3 h of training on the study purpose and logistics of data collection, with the majority of the time spent practicing field data collection and verifying practice results.…”

“…Billboard size was estimated based on the same methods used by similar studies. 10 Of the 186 outdoor advertisements recorded, 15 were excluded because they were outside of the study area, were duplicates, or were electronic billboards with multiple messages and so could not be coded as a single message. Ads in all languages were included in the sample.…”

“…Coding followed previously tested methods. 10 Briefly, food and beverage ads were coded as healthy if they promoted a food or beverage encouraged by the Dietary Guidelines for Americans 14 (e.g., fruits and vegetables, whole grain products) and as unhealthy if they promoted high-calorie, low-nutrition foods and beverages such as sugary beverages and fast food. Ads related to physical activity were coded as healthy if they promoted gym memberships, sports teams, athletic shoes or clothing, weight loss, or exercise and as unhealthy if they promoted sedentary activities such as television programs, movies, or cars.…”