Transcript Food Advertising

Food Marketing & Advertising
Techniques
Food Marketing & Advertising
 We
will look at the influence of marketing
and advertising on personal food choices.
 We
will examine the relationship between
consumer awareness and food
marketing.
Some key facts
to know about advertising:

Advertisers use emotional appeal to
persuade even the most educated
audiences to consume products and
services.

They try to limit reasonable and logical
thinking because it hinders the emotional
process and cause people to buy less.
Food advertisements

The food industry in Canada and the US
spends BILLIONS of dollars a year to
advertise products that are loaded with
mostly, fat, sugar, and salt.

Food advertisers use a variety of techniques
to convince you to buy their product (i.e.,
sell you an image or lifestyle; free prizes in
cereal boxes; enjoy a happier life, etc.)
FOOD ADVERTISING
TECHNIQUES
Limited Information

Advertisements give only facts that encourage you to buy
without telling you the whole story.

Advertising Commercials\Big_Red_Truck_TV_spot_for_CocaCola_Canada's_Live_Positively_campaign.mp4

Other examples: Red Bull, Wendy’s burgers
 Did
you see any information about the
nutritional content about the food item/
product?
 What is the advertisement really telling
you?
 If you eat/ drink ___________, your life will
be _________________.
Positive Images

An ad may use images of things that people
feel positively about such as friendship or
good appearance.

Advertises hopes that the consumer will
associate the good feeling with product.
Advertising
Commercials\Ritz_Crackers_Commercial.m
p4
 Other examples: beer commercials – lots of
friends and fun

 Do
you feel that this commercial was
informative?
 What positive images did you see in this
commercial?
 How do the positive images relate to the
product?
 Can
you think of any other examples?
Celebrity Endorsement
Celebrity figure used to promote the product.
 They don’t tell you whether they use it or not.
 Advertising Commercials\Pepsi_Commercial__We_Will_Rock_You_(Britney_Spears,_Pink,_Beyonce)__HQ_Full_Version.mp4
 Other examples: Gatorade, …

How does celebrity endorsement influence
buyers?
Appeal to Basic Needs
Focus on ways the products meets a
need for security or self-esteem.
 Tries to convince you that the product will
make you look or feel better.

 How
does cereal portray the image of a
basic need?
 Are these cereals basic needs?
 Other examples?
 Advertising
Commercials\Lucky_Charms_commercial
__Sep._2009.mp4
Scare Tactics

Advertisers may play on
people’s fears of ageing
or developing a medical
condition by claiming
that their product can
prevent or relieve
symptoms or provide
essential nutrients.
 Examples:
Activia (digestion), skin aging,
Sunny-D (kids not getting enough vitamin
C)
 What
else can you think of?
False Claims

Ads may make claims that are not
true

Make promises that seem too good
to be true – usually are!

Examples: fad diets, etc.

Advertising
Commercials\Old_Spice___The_Man_
Your_Man_Could_Smell_Like.mp4
Infomercials

Made to look like regular
consumer programs or
televised news reports.

Advertising
Commercials\Vince_with_Slap
_Chop_(Long_version).mp4
The New Fast Food!
 What
do you think of this
advertisement
campaign?
 Will
this help students eat
healthier?
 What
type of food
advertising technique
being used?
Discussion Points
 What
are some other ways that
advertising may influence you to buy
products?
 How
might advertisers use different
techniques with different target groups
(age, gender, culture, etc.)?
Consumer Awareness
 We
need to invest time in
learning how to effectively
deconstruct ads and become
informed consumers.
 Important
to separate fact
from fiction in food
advertisements.
 It’s
time to do your own
research and find the hidden
messages in advertisements!