1. Separating Fact from Fiction
Objectives:
How do you evaluate news reports, advertisements, & other information related to foods and nutrition?
What techniques do advertisers use to sell products?
What are food myths?

2. Developing Consumer Skills
When you see an ad, you are alert to the fact that advertisers have something to sell and may not be the most reliable information sources.
Reports that state “a recent study shows” or “scientists have found” may seem believable, but you may not be able to accept that information at face value.

3. Going to the Source
Check the original source when possible. Credible research is carried out by qualified scientists & recognized institutions. Results reported in scientific & professional journals. Be wary of research attributed to unnamed sources.
Be alert for bias on part of the people who performed or reported on the study.
Read past the headlines. These are designed to get your attention & may be misleading. Don’t jump to conclusions.
Consider the body of evidence. If report is based on preliminary findings, it may be too early. Wait until more evidence has been gathered. Be on the lookout for follow-up reports.
Consider the study design – the approach used by researchers to investigate a claim. Clinical trials are performed on human subjects. Findings involving animals are always reliable.

4. Let’s Review…

5. Evaluating Advertisements
Techniques advertisers use to persuade the public to buy products:
Limited information – give only facts that encourage you to buy, without telling entire story.
Positive images – use images of things that people feel positively about (friendship or good appearance).
Celebrity endorsement – popular performers or athletes promoting product. Don’t tell whether person actually uses the product in real life.
Appeal to basic needs – focus on ways product meets need for security or self-esteem. Convince you that product will make you look or feel better.
Scare tactics – play on fear of aging or developing medical condition by claims that product will prevent or relieve symptoms or provide essential nutrients.
False claims – make claims that are not true (fast or guaranteed results). If it sounds to good to be true, it is.
Infomercials – TV ads made to look like regular consumer programs or news reports.

6. Other Ways Products are Promoted
Lend name to sports event
Shown in movie
Coupons
Eye-catching store displays
Product packages

7. How are products advertised?

8. Food Myths
Some are handed down from generation to generation (mixtures used to cure illnesses).
Spread by word of mouth
When food or nutrition myth becomes so widespread to be embraced by large group of people, it becomes a fad (weight loss by eating grapefruit).
When confronted with food myth:
Keep healthy skepticism. Investigate source of information yourself.
Seek a qualified opinion. Consult dietitian, nutrition expert, or health care professional.

9. Food myth?