Survey Have you ever tried a food product because you liked the commercial? Have you ever taken your family to a fast food restaurant that you wanted to visit? Have you ever visited a fast food restaurant because of the prizes they give away with a meal? Do you own any clothing that contains food slogans or logos? Can you think of any healthy food advertising campaigns as popular as unhealthy ones?

How well do you know your A-B-C’s?

Brands and Children By age 10, a child has memorized between 300 and 400 product brands By the time they are 5 years old, children have seen an average of more than 4,000 television commercials for food annually. it has been shown that children who watch television the most choose the least nutritional between two products. In Quebec for example, 73% of food products that are advertised during peak viewing times are not part of Canada’s Food Guide to Healthy Eating.

ADVERTISING TECHNIQUES & FOOD

How do food companies get us to buy their products? ADVERTISING! Marketing companies use a variety of advertising techniques in a variety of forms (magazines, newspapers, flyers, radio, billboards, television, movies, the internet) These strategies are used in hopes of convincing you to buy their product or service

What foods are being advertised? Mainly unhealthy and non-nutritious food! Sugar-sweetened cereal and candy are among the Top 5 of the most advertised products Industries spent 1178 times the amount attributed for the governmental campaign promoting a healthy diet. Over $11 billion against $9.5 million for each dollar invested by the World Health Organization (WHO), for the promotion of healthy eating, 500 dollars are spent in the agri-food industry to promote all types of products

Think about recent food advertisements you’ve seen, are they advertising: Fast food? Healthy food? Energy drinks? Restaurant meals? Fresh produce?

Now name these Ontario-grown vegetables: Kale, Heirloom carrots, celeriac (or celery root)

Name these Ontario-grown fruits: Honeydew melon, Gooseberries, Apricots

What food are these plants growing? Rhubarb and Pumpkin/squash

Name these whole grains: Quinoa, Wild Rice, Whole oats

Who do they target? Children! they aim to increase brand awareness, a preference for the brand and finally, loyalty to the brand. Eating habits, which are forged as early as childhood, are for the most part still present in adulthood.

Why target children? In Canada only, children influenced family purchases to the amount of $20 billion in 2004 Food Child’s Influence Candy 89.9% Cereal 82.8% Dairy 82.3% Beverages 71.1% General Foods 27.5% Prepared Foods 26.5%

Marketing to Children https://www.youtube.com/watch?v=0bop3D7-dDM

Differences in advertisements A study conducted by Yale University has shown that the cereal that is advertised to children generally contain 85% more sugar, 65% less fibre and 60% more sodium than the cereal advertised to adults

Advertising Techniques

LIMITED INFORMATION Advertisement will give you only the facts that encourage you to buy, not the whole story

POSITIVE IMAGES Advertisement uses images of things people positively about Associates a fun and joyful situation with a product even though it is unrelated to the actual product For example, happy family times together, cute kids, etc.

TESTIMONIAL or CELEBRITY ENDORSEMENT The endorsement of a product by a well-known person or organization Advertisement shows popular performers, athletes, actors, musicians, etc. promoting the product

APPEAL TO BASIC NEEDS Advertisement tried to convince you that it helps you meet your basic needs Or implies you will feel or look better with the product For example, the basic need to EAT (while still paying the rent)

Or your desire to have a more toned body

SCARE TACTICS Advertisement may play on people’s fear by claiming their product can prevent or relieve symptoms For example, their fear of being FAT

Anti-smoking ads are pretty famous for using scare tactics

FALSE CLAIMS Advertisement makes claims that are not true, such as fast or guaranteed results For example, super fast weight loss

INFOMERCIALS TV ads made to look like regular consumer programs or television news reports For example, exercise products – made to seem like they are just regular people who have had great success with the product – when they are in fact paid actors

COMFORT & ENJOYMENT Associates a fun and joyful situation with a product even though it is unrelated to the actual product

SHOCK TREATMENT Uses elements of surprise, the unexpected, or something controversial – though not necessarily scary like scare tactics For example:

Often relate to sexy ads.... (sex is shocking!)

More often used in clothing, accessories, fragrance, etc More often used in clothing, accessories, fragrance, etc., than food ads...

HUMOUR Presents the product in a funny way in hopes that laughter will win your business For example: “Food tastes better with Hellman’s ketchup”

SNOB APPEAL Emphasizes that you are doing the ‘elite’ and ‘rich’ thing if you use their product For example:

https://www.youtube.com/watch?v=AwguD9ac-5A

The end