Abstract

There is a great deal of diet-specific processed foods on the market today. With so many options it can become difficult for consumers to decide what products to purchase. This situation is further intensified by the plethora of contradictory messages found in food advertising, especially in weight loss and dieting food advertising, but also seen in government nutrition campaigns and all over the internet on platforms like social media, blogs, and so forth. These messages can be confusing and frustrating for consumers as they try to decipher which foods they should eat to reach their health or weight loss goals. The purpose of this study was to determine if these contradictory messages extend to the advertising claims found on diet-specific food product packaging. A content analysis was performed on 400 keto and vegan products to uncover the most commonly used advertising claims and verify their accuracy based on the information provided on the nutrition label and ingredients list. An analysis of the health impacts of nutrient content and food additives based on FDA guidelines was also conducted. Results indicated that contradictory messages do extend to the advertising claims on keto and vegan food product packaging and the lack of healthy food options among these products should be a concern for consumers. This study highlights the importance of shoppers approaching food product advertising claims with skepticism until they can be verified.

Degree

College and Department

Fine Arts and Communications; Communications

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