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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!