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Home / American Journal of Health Behavior, Volume 38, Number 2

Heterogeneity in TV Fast Food Advertisement Exposure in South Korea

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Objectives: To assess TV fast food ad exposure in South Korea. Methods: We assessed time trends of targeted ratings (licensed from Nielsen Media Research Korea) by household income and education during 2004-2010. Results: Lower income groups saw more fast food TV ads during the study period. Exposure decreased in all income groups with a bigger income gap in 2010 than in 2004. The relative exposure to local fried chicken franchise TV ads surged from one fifth in 2004 to half of all TV fast food ads seen in 2010 in all socioeconomic status (SES). Conclusions: Future studies should assess the link between TV fast ood ad exposure, an important contextual factor for individual food choices, and actual consumption.

Keywords: FAST FOOD; SOCIOECONOMIC STATUS; SOUTH KOREA; TARGETED RATINGS POINT; TV ADVERTISING

Document Type: Research Article

Affiliations: 1: Graduate School of Public Health and Institute of Health Services Research, Yonsei University, Seoul, South Korea 2: College of Pharmacy, Gachon University, Incheon, South Korea. [email protected] 3: College of Pharmacy, Inje University, Gimhae, South Korea

Publication date: 01 March 2014

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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