Quantitative and image datasets of the assessment of gender representation in food and beverage print advertisements found in Guatemala City, Guatemala and Lima, Peru in 2018

Resource Type
Dataset : images: photographs, drawings, graphical representations, other, text
  • Rozas, Lucila (Grupo de Investigación en Comunicación y Salud, Instituto de Investigación Científica, Universidad de Lima)
  • Busse, Peter (Grupo de Investigación en Comunicación y Salud, Instituto de Investigación Científica, Universidad de Lima)
  • Barnoya, Joaquin (Departamento de Investigación, Unidad Cardiovascular de Guatemala)
  • Garrón, Alejandra (Fundación Interamericana del Corazón, Bolivia)
Publication Date
Funding Reference
  • International Development Research Center (Canada)
    • Award Number: 109059-020
  • International Development Research Center (Canada)
    • Award Number: 108645
Free Keywords
gender; gender stereotypes; food industry; childhood; marketing; advertising; advertisement; images; Hispanic or Latino Americans; child nutrition
  • Abstract

    The two datasets that are part of this project were the result of a research aiming to describe the representation of gender in print food and beverage advertisements inside corner stores located around schools in Lima, Peru and Guatemala City, Guatemala. During the period between October - December 2018, researchers visited these points of food sale and took digital pictures of print advertisements of sugar-sweetened beverages, candy, cereals, bread and pastries, eggs and dairy, water, instantaneous food, frozen desserts (ice cream and popsicles) and ultra-processed snacks, using a purposive sampling approach. These photographs were then analyzed according to a content analysis instrument containing a total of nineteen variables. Two of these variables were used to record general information of the print advertisements: country of provenance and school segment. The other seventeen variables were used for the assessment of gender representation, and included: brand, product category, general communication concept, color, product representation, environment/featured activity, number and gender of the persons shown in the ad, health claim, values/emotional appeal, gender of main character, role model/ public figure, public to which it is visually directed, focal point, typography, scales, shape and contrast. Documentation with the definitions of each variable is provided with the data. As a result of this work, we obtained:1) one dataset that includes high-resolution photographs of the 200 unique print food and beverage advertisements from Guatemala and Peru; 2) a second dataset that contains the coded data that resulted of the gender representation assessment of each one of the 200 photographs of print advertisements. Descriptions of the procedures followed for taking, uploading and analyzing the photographs, as well as detailed information about the provenance of photographs and instructions for coding, are included in guides and documents that accompany these datasets.
Temporal Coverage
  • 2018-10-01 / 2018-12-29
    Time Period: Mon Oct 01 00:00:00 EDT 2018--Sat Dec 29 00:00:00 EST 2018
  • 2018-10-01 / 2018-12-29
    Collection Date(s): Mon Oct 01 00:00:00 EDT 2018--Sat Dec 29 00:00:00 EST 2018
Geographic Coverage
  • Guatemala
  • Peru
Sampled Universe
Point-of-sale (POS), food and beverage print advertisements found in corner stores in Lima, Peru and Guatemala City, Guatemala in 2018.
Non probability, purposive sampling design. The selection of the image sample for analysis took place in two stages. During October - December 2018, researchers took photographs of all of the print advertisements that promoted specific types of food and beverage products previously defined on a list. These images were then revised and selected taking into account the use of optimal criteria for taking photographs (adequate quality, focus and lighting), while duplicates were eliminated. Only unique food and beverage print advertisement image were included in the final sample of 200 photographs (100 for Peru and 100 for Guatemala).
Collection Mode
  • other;

    Contributors for Peru (data collection): Sharon Gorenstein Rivera, Claudia Soberón Rebaza, Diana Zanabria Sequeiros and Raisa Ferrer Pizarro.

    Contributors for Guatemala (data collection): Sophia Mus, Aiken Chew and Jose Pinetta.

This study is freely available to the general public via web download.
  • Has version
    DOI: 10.3886/E122441V4
  • Has version
    DOI: 10.3886/E122441V3
  • Has version
    DOI: 10.3886/E122441V2
  • Has version
    DOI: 10.3886/E122441V1
  • Has version
    DOI: 10.3886/E122441V5

Update Metadata: 2020-10-29 | Issue Number: 5 | Registration Date: 2020-09-23