L'EVOLUZIONE DEI CLAIM PER LA PROMOZIONE DEI PRODOTTI ALIMENTARI: UNA CONTENT ANALYSIS SU 2 RIVISTE DI GENERE MASCHILE

The purpose of the research is to trace the evolution of the claims used for advertising food products in Italian magazines with male target, by analysing the content and structure of the claims, and the elements that have the greatest influence on the presence of the claims in food advertising. On the basis of the research conducted by Charlotte A. Pratt and Cornelius B. Pratt (Pratt and Pratt, 1995), revised and adapted to the Italian food context, we designed a matrix of 406 advertisements. The advertisements were extrapolated from a sample of 2 Italian magazines, so as to determine the extent to which the male demographic groups in Italy are exposed to print advertising for food, beverages and food supplements. We examined the frequency of the relevant advertising forms over a period of 4 years, from January 2014 to December 2017. This study introduces the trends and dynamics of the Italian printed advertising for food to the relevant scientific literature. The results yielded by this research have added futher implications and contributions to the existing studies, as concerns claim diffusion based on type, gender and seasonality, and they also provide important insights to various socio-economical stakeholders.