A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television

Food and beverage marketing is a major driver of childhood obesity, and companies target their least nutritious products to Black youth. However, little is known about adolescents’ perceptions of and responses to racially targeted food marketing. In this qualitative study, we investigated how Black...

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Autores principales:	Alysa Miller, Omni Cassidy, Tenay Greene, Josh Arshonsky, Stephanie L. Albert, Marie A. Bragg
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	obesity targeted marketing adolescents racial health disparities Medicine R
Acceso en línea:	https://doaj.org/article/8e03d4f8a35b4cad9be7901268845d12
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spelling	oai:doaj.org-article:8e03d4f8a35b4cad9be7901268845d122021-11-11T16:40:42ZA Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television10.3390/ijerph1821115631660-46011661-7827https://doaj.org/article/8e03d4f8a35b4cad9be7901268845d122021-11-01T00:00:00Zhttps://www.mdpi.com/1660-4601/18/21/11563https://doaj.org/toc/1661-7827https://doaj.org/toc/1660-4601Food and beverage marketing is a major driver of childhood obesity, and companies target their least nutritious products to Black youth. However, little is known about adolescents’ perceptions of and responses to racially targeted food marketing. In this qualitative study, we investigated how Black and White adolescents perceived and responded to racially targeted television commercials for food and beverages. We recruited 39 adolescents aged 12–17 years in New York City to watch a series of commercials and then participate in an in-depth interview using a semi-structured interview guide. The research team recorded, transcribed, and analyzed interviews using ATLAS.ti. Overall, participants responded positively to commercials that featured celebrities. They were also able to recognize the commercials and reported they had been exposed to marketing from these companies on social media and in subways/buses. Many participants considered the advertised brands as healthy or able to enhance athletic performance because of their endorsement by or association with athletes. Participants also understood that marketers were using racial targeting in their ads but that targeting did not translate into improved perceptions or responses towards advertised products. These findings suggest the need to empirically evaluate and further explore Black and White adolescents’ responses to racially targeted food marketing.Alysa MillerOmni CassidyTenay GreeneJosh ArshonskyStephanie L. AlbertMarie A. BraggMDPI AGarticleobesitytargeted marketingadolescentsracial health disparitiesMedicineRENInternational Journal of Environmental Research and Public Health, Vol 18, Iss 11563, p 11563 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	obesity targeted marketing adolescents racial health disparities Medicine R
spellingShingle	obesity targeted marketing adolescents racial health disparities Medicine R Alysa Miller Omni Cassidy Tenay Greene Josh Arshonsky Stephanie L. Albert Marie A. Bragg A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television
description	Food and beverage marketing is a major driver of childhood obesity, and companies target their least nutritious products to Black youth. However, little is known about adolescents’ perceptions of and responses to racially targeted food marketing. In this qualitative study, we investigated how Black and White adolescents perceived and responded to racially targeted television commercials for food and beverages. We recruited 39 adolescents aged 12–17 years in New York City to watch a series of commercials and then participate in an in-depth interview using a semi-structured interview guide. The research team recorded, transcribed, and analyzed interviews using ATLAS.ti. Overall, participants responded positively to commercials that featured celebrities. They were also able to recognize the commercials and reported they had been exposed to marketing from these companies on social media and in subways/buses. Many participants considered the advertised brands as healthy or able to enhance athletic performance because of their endorsement by or association with athletes. Participants also understood that marketers were using racial targeting in their ads but that targeting did not translate into improved perceptions or responses towards advertised products. These findings suggest the need to empirically evaluate and further explore Black and White adolescents’ responses to racially targeted food marketing.
format	article
author	Alysa Miller Omni Cassidy Tenay Greene Josh Arshonsky Stephanie L. Albert Marie A. Bragg
author_facet	Alysa Miller Omni Cassidy Tenay Greene Josh Arshonsky Stephanie L. Albert Marie A. Bragg
author_sort	Alysa Miller
title	A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television
title_short	A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television
title_full	A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television
title_fullStr	A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television
title_full_unstemmed	A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television
title_sort	qualitative analysis of black and white adolescents’ perceptions of and responses to racially targeted food and drink commercials on television
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/8e03d4f8a35b4cad9be7901268845d12
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A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television

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