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.
Here are some techniques/strategies:
• 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: Talking down to the audience in
order to appear to be one of them.
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.
Hidden Fears: exploitation of an
individual’s fears and insecurities.
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:
• http://www.dirjournal.com/shoppingjournal/food-advertisements-what-makesus-buy-it/
•http://thewvsr.com/adsvsreality.htm
Food Stylist reveals some tricks in Food Advertising
http://www.youtube.com/watch?v=AwguD9ac-5A