Communicating About Race and Health: A Content Analysis of Print Advertisements in African American and General Readership Magazines

Abstract

A content analysis was conducted to investigate advertisements for consumption products (food, beverages, vitamins, and supplements) in a major magazine aimed at an African American female population as compared to one with a more general female readership. All advertisements for consumption products from Essence and Cosmopolitan magazines from January 2004 to December 2004 were included in the study. The data revealed that the 3 most advertised products in Essence were individual food items, nonalcoholic beverages, and fast food. In Cosmopolitan individual food items, alcoholic beverages, and weight loss products were most advertised. Both magazines included a number of ads making health claims regarding the products. Cosmopolitan had more weight loss claims in the magazine's advertisements than did Essence. The results indicated that marketing of consumption products differs based on the magazine's target population in regard to race.

A previous version of this article was presented as the “Top Paper” to the African American Communication and Culture Division of the National Communication Association during the November, 2005 annual conference in Boston.