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Differences between Magazine Headline Themes/Emotions that Motivate Latino and Non‐Latino Mothers to Read Women's and Parenting Magazines
Author(s) -
Barrios P,
Lozada C,
Delaney C,
MartinBiggers J,
ByrdBredbenner C
Publication year - 2015
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.29.1_supplement.739.7
Subject(s) - beauty , happiness , psychology , pride , curiosity , anger , social psychology , indulgence , advertising , aesthetics , business , philosophy , political science , law
Print media is saturating the world with messages. Such messages can gain sympathy, inspire, mislead, cause curiosity, anger, fear, or other emotions. Emotional meaning of a word in headlines may be processed preattentively (i.e., before receiving focused attention) and elicit attention to an article despite the consumer's focus on another task. Given the limited published research examining how to stimulate initial interest in health communications, the purpose of this study was to content analyze magazine coverlines to identify themes/emotions evoked. Trained data collectors (n=4) recorded the coverlines of 17 top‐selling women's and parenting magazines of which 6 were targeted to Latino audiences (n=217 issues) from 2012‐2013. Common themes that emerged from the content analysis in both groups were: happiness/fun, easy/simple, informative/how‐to, newness/uniqueness, control/improve, and great/inspiring. Themes that were specific to Latino audiences included: power/strength, bad/negative, family/protective, beauty/health, love/passion, and dare/risk. Themes for non‐Latino audiences were: save money, indulgence, and quick/urgency. The most commonly used theme in both groups was informative/how‐to (used in 49% non‐Latino and 38% Latino magazines). Followed by control/improve and unique/special (25% and 20%, respectively) for non‐Latino and great/inspiring, beauty/health, and newness/uniqueness (27%, 22%, and 21%, respectively) for Latino magazines. Findings may help nutrition professionals better tailor health communication to enhance message relevance for different audiences. USDA NIFA #2011‐68001‐30170