Analyze the Representation of a Healthy Lifestyle in Advertisements for Functional Drinks in 2020-2023

Abstract

Background and Aims: Functional beverages, especially those containing vitamin C, have experienced a marked increase in popularity as consumers have become more health-conscious in their formulation in response to the COVID-19 pandemic. Advertising has therefore assumed a vital function in constructing visual narratives of wellness, which in turn can shape consumer perceptions. This study aims to examine and compare the representations and visual semiotic elements of good health in functional beverage commercials, both during and after the COVID-19 outbreak, spanning the period from 2020 to 2023.

Methodology: The study employs a combination of content analysis and in-depth interviews. This research investigates 12 vitamin C beverage advertisements (one per year) from the 3 leading market-share brands C-vitt, Hi X DHC, and Woody C+selected based on their annual YouTube view counts between 2020 and 2023. In addition, three commercial directors responsible for campaigns from these brands were interviewed directly. Discussion topics focused on the elements of health representations, visual semiotics, and changes or continuities in these elements across 2020–2023. Findings are articulated in a descriptive narrative.

Results: The findings revealed that from 2020 to 2022, depictions of good health representation featured female celebrities in professional contexts. In contrast, the 2023 commercials shifted toward everyday consumers, emphasizing individual experiences to appeal to broader audiences. Visual semiotic examination showed that while each brand’s ads adapted storylines and visual motifs to align with prevailing marketing trends, all maintained core associations with vitality, refreshment, and an energizing effect.

Conclusion: Key factors influencing the consumption of vitamin C beverages include the use of celebrity endorsements, which likely shift towards using general consumers as representatives, elements conveying naturalness, and health values, particularly the association of health with female beauty standards, often portrayed as slim, fair-skinned, and youthful. Additionally, Japanese cultural values, symbolizing credibility in health, play a significant role in shaping the image of functional beverages.