Local and Standardized Strategies: A Content Analysis of Newspaper Food and Beverage Advertising in Jamaica Globalization has led to changes in diets and advertising linked to audience preferences. This study examines local and global brand food and beverage advertising in Jamaican newspapers. Content analysis of 440 advertisements revealed the predominance of global fast food brands, often including soda. Healthier foods were found in 1 in 10 ads. Information cues included taste, quality, and price, yet 14% of ads featured only a product image/ logo. Advertisements reflected standardized and local strategies. Regina Jihea Ahn, Ph.D. Assistant Professor Department of Strategic Communication School of Communication University of Miami 5100 Brunson Drive, Room 3002 Coral Gables, FL 33146 Phone: (217) 974-5411 Email:
[email protected] Michelle R. Nelson, Ph.D. Professor of Advertising College of Media University of Illinois at Urbana-Champaign 323 Gregory Hall 810 S. Wright Street, Urbana, IL 61801 Phone: (217) 344-5068 Email:
[email protected] Gail M. Ferguson, Ph.D. Associate Professor Institute of Child Development University of Minnesota 51 E. River Road, ChDev 160 Minneapolis, MN 55455 Phone: (419) 494-3341 Email:
[email protected] Cite as: Ahn, R., Nelson, M. R., & Ferguson, G. M. (in press). Local, global, and glocal strategies: A content analysis of newspaper food and beverage advertising in Jamaica. Newspaper Research Journal. Acknowledgements Data collection and manuscript preparation was funded by the Christopher Family Foundation Food and Family Program at the Family Resiliency Center, University of Illinois at Urbana- Champaign. An earlier version of this article was presented at the 2017 Global American Academy of Advertising, Tokyo, Japan.