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

Alysa Miller, Omni Cassidy, Tenay Greene, Josh Arshonsky, Stephanie L. Albert and Marie A. Bragg
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Alysa Miller: Department of Psychology, University of Illinois at Chicago, 1007 W. Harrison St., 1059 BSB, Chicago, IL 60607, USA
Omni Cassidy: Department of Population Health, New York University (NYU) Grossman School of Medicine, 180 Madison Ave., New York, NY 10016, USA
Tenay Greene: Department of Population Health, New York University (NYU) Grossman School of Medicine, 180 Madison Ave., New York, NY 10016, USA
Josh Arshonsky: Department of Population Health, New York University (NYU) Grossman School of Medicine, 180 Madison Ave., New York, NY 10016, USA
Stephanie L. Albert: Department of Population Health, New York University (NYU) Grossman School of Medicine, 180 Madison Ave., New York, NY 10016, USA
Marie A. Bragg: Department of Population Health, New York University (NYU) Grossman School of Medicine, 180 Madison Ave., New York, NY 10016, USA

IJERPH, 2021, vol. 18, issue 21, 1-15

Abstract: 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.

Keywords: obesity; targeted marketing; adolescents; racial health disparities (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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