Characteristics of teenage food advertisements in Finland

The aim of this study was to investigate which foods were directly advertised to Finnish teenagers and to analyse the information given about the ingredients, the role of health and pleasure and the activities and milieus in the advertisements. In order to shed light on the socio‐cultural context, two successful advertisements; one for Coca‐Cola and one for milk, were described in detail. Eighty‐nine food advertisements published in Finnish youth magazines, and 116 television‐spots shown in 1983 were subjected to content analysis. Typical food advertisements aimed at teenagers were for soft drinks, chocolates, can‐dies, and milk. These contained little information on ingredients and this was often misleading. Health claims were rare, whereas good flavour was emphasized. In the advertisements young people exercised, danced or drove motor vehicles distant from their everyday living environment. They enjoyed the refreshing power of nature, did not go to school or eat ordinary meals, but took soft drinks and chocolates for strength and energy. The advertisements emphasized the pleasures of eating and skillfully associated the foods with teenage life‐style. Due to the absence of an urban tradition the ‘American dream’ presented in movies, popular music, and advertising is accepted in Finland. In a successful milk advertisement the combination of Finnish agricultural milieu with American music created a positive response among teenagers.