Food Advertising Advertisers have many methods to try to get you to buy their products. Lots of times, what they are selling is a lifestyle or an image,

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Presentation transcript:

Food Advertising Advertisers have many methods to try to get you to buy their products. Lots of times, what they are selling is a lifestyle or an image, rather than the product. Advertising aims at promoting a product or service by attracting audiences towards it. Advertising techniques are used to bring out the unique features of the product or service in order to make it look different.

Objectives  To recognize different advertising techniques  To understand the qualities of a good ad  To create an original ad using the techniques and the four qualities of a good ad  To think critically about how ads are created and how ads target teenagers

Four qualities that make up a good ad: 1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures 2. Arouses interest: good word choice 3. Creates desire: uses propaganda techniques to make you believe you want it or need it 4. Causes action: gets results. Sells the product to the targeted audience

 Testimonial: the endorsement of a product by a well-known person or organization.

Transfer: relating the qualities of one idea to those of another.

Plain folks  The suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

Bandwagon: The suggestion that everyone is doing it.

Snob Appeal: The association of a product with a desirable life.

Facts and Figures: The implication that figures and statistics prove a point beyond dispute.  e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.

Hidden Fears:  Exploitation of an individual’s fears and insecurities.  Suggests that user is safe from some danger.

Repetition  Repetition is used in advertising as a way to keep a brand or product in the forefront of consumer's minds.

Magic: the implication that a product’s effectiveness or benefits are scientifically based. two tablespoons of cauliflower, yet it contains 12% more saturated fat 9% more sodium 12% more sugar 4% less protein

Weasel words: Use of vague qualifiers and or disclaimers to mislead the consumer to think the product is better than it is.

It makes you better: PowerBar: “Increase Your Performance“

Consider the discrepancy between what the ad promotes and what you actually get:

Wendy's Chicken Club

KFC Famous Bowl   KFC Famous Bowl

Subway six-inch turkey breast and ham sub 

Wendy's Southwest Taco Salad

Wendy's Chicken Club

McDonald's Big Mac

Taco Bell Nachos Bell Grande 

Sources:  g-journal/food-advertisements- what-makes-us-buy-it/

Food Stylist reveals some tricks in Food Advertising Questions to consider before watching the clip: 1. What do you think a “makeup artist" for food might do? 2. Why does food need to be made-up for television? 3. What is a “close up”? 4. What role does music play in this segment? 5. What do the words "star" and "sugary" mean in this context? 6. What role does the camera angle play? (notice when she says "shoot our star from the front") 7. What is "wardrobe"? What does it mean to a food stylist? 8. Why does a burger need to make a "good impression"? 9. What does "supporting cast" mean in this context?