Physical activity has significant health benefits for the heart, body, and mind. However, the percentage of people engaging in exercise routines is low in Japan. Goals are important components of motivation. Scholars suggest that appropriately setting both subordinate goals of what to do and superordinate goals of why to do it may motivate the audience and promote behavior. However, it is not known what goals are presented in print materials that promote physical activity. Therefore, this study aimed to understand the presented goals by performing content analysis of those materials in Japan. We collected print materials such as leaflets, brochures, and posters via website search. The presence of subordinate and superordinate goals and topics for each goal was analyzed. A total of 224 print materials were systematically collected and analyzed. The results showed that 14.3% of the print materials did not present any superordinate goals, whereas 100% of them presented subordinate goals. For superordinate goals, healthy aging was frequently presented. For subordinate goals, 67.4% presented only exercise. There is a difference in presenting goals between the private and government sectors. Since goals affect motivation and behavior change, it may be beneficial to incorporate the findings of the goal theory in future print materials.
Keywords: goals; health communication; health promotion; motivation; physical activity.