Browsing by Subject "ravitsemusvalistus"
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(2016)Goals. The goal of the study was to determine how foodstuffs were advertised in Pirkka magazines during the years 1954-1964. The theoretical framework of the study was that the choice between different foods is a socially and culturally determined phenomenon that can be influenced by nutrition education and advertisement. History of eating in Finland and the nutrition challenges faced during the set time period were also examined in the study. This is to help describe the social and cultural environment as related to food in the examination period. The period was set to approximately ten years after the food rationing ended. Methods. The materials in the study were advertisements in Pirkka magazines that were published between the years 1954-1964. Advertisements were collected from microfilms and from original copies. A total of 510 advertisements of foodstuffs from every other year were chosen as a representation of the total material base. The contents of the advertisements were categorized according to a predetermined set of variables as per the advertisements' references to the product group, persons appearing in the advertisements, and the claims to nutritional qualities and other attributes. The results acquired through the categorization were analyzed through the means of content analysis. Results and conclusions. The advertisements focused on advertising consumer grade stimulants, and processed or new foodstuffs. Common fresh products were not represented in the material. The most advertised products were coffee, wheat flour, oatmeal, margarine, and butter. The advertisement of food stuffs was not directly related to the amount of food-stuffs consumed. Foodstuffs were advertised especially by emphasizing the perceptible quality and healthiness of the product. The healthiness of the product was argued to be associated to its vitamin content. The persons appearing in the advertisement were mostly women and children who were to appeal to the viewers' emotions and to set the target audience. Contemporary nutritional challenges and nutrition discourse were also reflected in the advertisements as nutrition science's period of vitaminology and the rivalry of butter and margarine were observable in them.
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(2019)Sugar has for a long time been a basic nutritient for humans because of its plaeasurable sweet flavour and high energy content. Today products containing large amounts of sugar are mostly consumed for pleasure. Food has a wide scope of meaning. It can be seen as a necessity, nutritients as a fuel for human, individual expression of freedom of choice, food as cultural phenomenon and representative of one’s values and status in society, and as a pleasure. The mechanisms for choosing food are often subconcious and they’re related to time and culture. 1900’s was the era of development of nutritional guidelines in Finland. On the first half of the century, focus was in securing sufficient nutrition for people. Later, due to rapid rise in standard of living, consumption of sugar increased in Finland and was seen as a risk for public health from the late 1960’s onwards. After social debate, limitations and recommendations for consumption of sugar were applied. Aim of this study is to examine the image of sugar in advisory material and advertising aimed at consumers over seven decades. Changes to importance and meaning of sugar, related to dietary recommendations and trends in discussion about nutrition, are addressed. Material of this study includes 15 printed advisory or marketing leaflets and one short film, all produced in between 1930 and 1994 by marketing and public relations department of Suomen Sokeri Oy. This study shows that the full scope of meanings of food, as well as changes of meaning of sugar, related to increased standard of living, can be found in the examined material. As a result the study material can be divided thematically into four parts: Sugar purely as a source for energy in 1930’s-1940’s.; Delicious and useful in 1950’s-1960’s; Useful and natural in 1970’s- 1980’s; new and easy in 1990’s. Nutritional guidelines recommending limitations to consumption of sugar had an effect to the content and presentation of advisory and mar-keting material produced by Suomen sokeri Oy. Despite of those chanches, preservation was still suggested as the most important use of sugar.
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(2019)In the 1950s, the Finnish diet was still monotonous and scarce, but at the same time sugar, butter and wheat consumption skyrocketed, which resulted in new public health nutrition concerns. Public health nutrition recommendations and nutrition policy practices focused on households and families where the mother was expected to take care of the nutritional status of the family. This master’s thesis seeks to examine how the nutrition promotion was constructed in Finnish Kotiliesi-magazine in the 1950s. The magazine is seen as a setting for nutrition promotion where mothers were educated to maintain the nutrition and health of the family within the broader cause to improve public health. The data was collected from Kotiliesi-magazines from 1950 to 1959 and consisted of all nutrition promotion-related articles (n=235). The qualitative analysis of the data was done by constructing nutrition promotion to different themes based on nutritional knowledge and practical nutrition counselling. Nutrition promotion was analysed using the Foucauldian governmentality framework that combines the knowledge concerning public health, nutrition counselling and individual food behaviour. Category-analysis was used to analyse how housewife’s subjectivity was constructed in the data. Through nutrition promotion, Kotiliesi aimed to improve public health nutrition by maintaining its strengths and preventing its weaknesses. Dietary advice and nutrition counselling were based on a food circle which provided a model for the daily energy intake and protective nutrients. Maintaining adequate vitamin intake throughout the year was an important theme of the promotion. Nutritional significance of regular mealtimes was also strongly emphasised in nutrition promotion. Practical nutrition counselling focused on combining nutrition and house-keeping and educating housewives to nutritionally proper cooking and food preservation. Kotiliesi created a moral image of a proper housewife who takes care of the nutrition and well-being of the family. The study sees the magazine’s nutrition promotion as a form of bio-power that sought to improve public health through self-governance techniques. This study provides new insights into the nutritional challenges of Finnish households in the 1950s and studies nutrition promotion in Finnish family households.
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