Food Packaging & Advertising

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Presentation transcript:

Food Packaging & Advertising From the workshop: Food, Media & Marketing www.foodshare.net Updated December 2016 with support from the Greenbelt Foundation

Can You Judge a Food by it’s Cover? Food packaging & advertising plays a vital role in influencing our food choices. It’s our first point of contact with a product. There are many techniques that a product marketer will use to get your attention when advertising a product… Attractive packaging (particularly if aimed at younger people), branding (logos) and food “styling” (making the food look amazing) Promotions (deals), endorsements (using famous people), product placements (in movies) and advertisements (TV ads, billboards...)

Soft Drink: Who is this ad targeted at and where would you likely find an ad like this one? In what ways does this ad promote this product? Is it misleading in any way? How?

Chips: Who is this ad targeted at and where would you likely find an ad like this one? In what ways does this ad promote this product? Is it misleading in any way? How?

Targeting Children: Why would children be attracted to this product? Why is children’s marketing so successful and what are the potential dangers of this? What foods attract youth? How would it differ to what you see here?

Super-Styled Food: Compare the way these foods look in the ad vs. in reality. How do you think they got the food to look so much better on the left vs. the right? Is this “false advertising”? Why or why not? If you knew how it really looked, would you still purchase it? Why or why not?

Disney’s animated film: “Oliver & Company” As a reference, Disney charges $20k for a visual placement, $40k for a brand name mention, and $60k if an actor actually used the product in a scene. (“Show Me The Money: The World of Product Placement” (2015) www.cbc.ca)

The Sneakiest Advertising: What is this kind of advertising called? Where might you see these kinds of ads? How would advertising in this way help with product sales? Can you think of other times you’ve witnessed or noticed this kind of advertising method?