FOOD EQUALS HAPPINESS: ANALYSING HOW ADVERTISERS CONSTRUCT MYTH IN CHILDREN’S MAGAZINES

Authors

  • Shalini Paul, Dr. Vikas Dogra, Dr. Kamayani Bisht Author

Abstract

Children’s magazines have long been a popular medium for food advertisers to connect with school-going children and foster brand recognition among them. This research paper examines how diverse strategies are employed by advertisers to connect food items with happiness by transforming them from mere eatables to ‘happiness food.’ Using a qualitative approach, the study analyses advertisements from two prominent magazines: Champak, a fortnightly publication, and Tinkle, a monthly magazine (which was weekly until April 2023), targeted at children. Champak and Tinkle have been selected based on a general survey of children conducted by the researcher, which identified them as favourites among children. The analysis includes a selection of four advertisements (two from each magazine) randomly chosen from the first monthly editions published between May 2018 and May 2024. Various discursive strategies, including visual elements like colours, characters, messaging, branding, product features, ad placement, and ad size, all of which act as signifiers, are analysed. The study reveals how these strategies effectively place simple food items as ‘happiness foods,’ with the happiness aspect often overshadowing their nutritional composition and ingredients used. Roland Barthes’ theory of signification has been used to analyse how the ‘food equals happiness’ myth has been constructed through these signifiers.

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Published

2024-07-14

How to Cite

FOOD EQUALS HAPPINESS: ANALYSING HOW ADVERTISERS CONSTRUCT MYTH IN CHILDREN’S MAGAZINES. (2024). International Development Planning Review, 23(2), 26-32. https://idpr.org.uk/index.php/idpr/article/view/360