NCEA Level 3 Home Economics (90533) 2011 — page 1 of 4
Assessment Schedule – 2011
Home Economics: Discuss the influences of media messages on food choices (90533)
Evidence Statement
Evidence
Code
Achievement
Achievement
with Merit
Achievement
with Excellence
Di
2 Di
3 An
3 CA
OR
OR
OR
1 Di
+
1 An or CA
2 An
+
1 Di or CA
2 CA
+
1 Di or An
Examples of how the features
used, convey the messages in the
advertising techniques are
discussed.
Examples of how the messages
conveyed in the advertising
techniques could influence a
person to buy the food product are
analysed.
An
OR
Examples of advertising techniques
influencing food choices are
critically analysed.
1 An
+
1 CA and 1 Di
Includes reference to
advertisement(s) that demonstrate
the use of the chosen techniques.
CA
See Appendix for possible
responses.
Rf
2 Rf
3 Rf
3 Rf
Judgement Statement
Achievement
Achievement with Merit
Achievement with Excellence
2 Di
3 An
3 CA
OR
OR
OR
1 Di + 1 An or 1 CA
2 An + 1 Di or 1 CA
2 CA + 1 Di or 1 An
OR
1 An + 1 CA + 1 Di
2 Rf
Codes
Di
=
Discuss
An
=
Analyse
CA
=
Critically analyse
Rf
=
Refer to advertisement
3 Rf
3 Rf
NCEA Level 3 Home Economics (90533) 2011 — page 2 of 4
APPENDIX
Eg: Using nutrition information to gain credibility – Meadow Fresh pre-bio yoghurt.
Achievement (Discussion):
A discussion explaining how the features used, convey the messages in the advertising technique is provided:
“The advertisement gets the reader’s attention by the way the images are placed on the page. Each product being
promoted is arranged attractively with the product in the middle, and with a yellow background to the word ‘new’
standing out in a central position. Yellow is the first colour our eyes see, so it is an important feature because it
serves to gain enough of the consumer’s attention to read further. Then, what looks like to be written as a doctor’s
script ‘take daily to help support immunity’, is positioned in the upper left space where we normally begin reading.
This sentence will attract many of those seeking to improve their health, and the idea that milk can assist with our
immunity is both interesting and attractive. It goes on to say ‘or as often as your taste buds require’. This implies
not only is it going to be important to health, it will also be an enjoyable experience. The choice of blue for both the
advertisement and the product label has been chosen to convey trust, and is associated with the medical
profession. The glass with blue measuring gauge reinforces the idea that this is a product supported by science.
The red fruit in the picture and on the yoghurt label, and the term ‘antioxidant fruits’, are a feature of both the
advertisement and the product’s label, and they are there to convince consumers more about the health-giving
worthiness of this food. In addition, the heart foundation tick is clearly visible to add even more credibility to the
messages.
The implications from all the visual cues and the words on this advertisement combine to form an impression that
this product is more than just another milk product – the message is it will help you resist winter ills, such as colds
and flu. The statement written in white in the clean green meadow grass implies this when it says ‘It’s a greattasting way to look after yourself this winter’. This creates the link between the term and name for this milk product
‘pre-bio’, and what this is claimed to do for consumers’ well-being and health.”
Merit (Analysis):
As for the discussion, plus consideration has been given as to why the messages for the technique have been
used:
“The messages conveyed in this technique are well suited to advertise this product, as it is aimed at people
concerned about their health and who are looking for smart ways to do this without having to eat unpalatable
‘different’ food, or take pills. There are a number of messages relating to nutrition, and together they support the
credibility of one another. The Heart Foundation tick is an independent endorsement and could imply all other
nutrition information is sound. Having fruit in the yoghurt and featured in the advertisement, and defined as
‘antioxidant fruits’, adds to the implications between the link between immunity and this food. The main message
links this product with the idea that pre-biotics will improve digestive health and boost immunity from colds and flu.
Not all techniques would be appropriate for this product because its strengths lie in its nutritional characteristics
however, so to get those mildly interested more motivated to buy this product, a promotional offer using a discount
voucher is at the bottom of the advertisement. The messages in this advertisement would attract a target group,
those who are on a higher income than the average New Zealander, and those seeking to improve their chances of
better health. This middle- to upper-income group is often referred to as the ‘worried well’. Being worried and
focusing on the fear of consumers is incorporated into this advertisement. The fear people have can condition
consumers to believe the nutritional information that is both stated and implied.
The advertisement clearly shows the quantity as two litres for the milk, and a pack of six 125 g pots for the yoghurt.
This implies these are to be eaten regularly and it also implies they are to replace other milk and yoghurt brands
the consumer may have bought.”
NCEA Level 3 Home Economics (90533) 2011 — page 3 of 4
Critical Analysis:
As for analysis, plus the message(s) conveyed are challenged with reasoned argument:
“The first message able to be challenged is the link between immunity and pre-biotics. There is a well-established
link between prebiotics and intestinal health; however, the implication it will reduce colds and flu is not well
supported by research. Pre-biotics do encourage the growth of helpful microorganisms responsible for a healthy
gut and help to reduce the number of unhealthy bacteria.
The second challenge also relates to the pre-biotic message. Pre-biotics are found in lots of everyday foods such
as onion, leeks, banana, garlic, tomato and wheat. It can also be made from lactose from cow’s milk, which is
probably the source in the milk and yoghurt being promoted. If people concerned about their health and in
particular, their digestive health, ate a well-balanced diet rich in plant food, they would not have a need for special,
no doubt expensive, products such as this. Because much of the information is implied rather than straight fact, the
consumer is left to believe the mystique that the advertisement creates playing on fearful people who may not know
a lot about nutrition. Implying this food can do so much more than it can actually deliver appears deceitful;
however, due to the evasive wording, it is quite legal.
The same can be said of the antioxidants in the yoghurt. These are easily found in everyday food and they have
been in our food supply since we have been eating plants. It just happens they have now been identified and made
to look special and therefore hard to obtain. They are easy to get – just eat plenty of fruit and vegetables.
The whole advertisement is about selling a product with ‘value’ added. It may well be useful for those people who
are unable to consume fruit and vegetables easily, such as some elderly people, but it would be unwise to think this
is a good substitute for a diet rich in plant food. Plant-rich rather than dairy-rich diets provide so much more.”
(Not limited to examples given.)
NCEA Level 3 Home Economics (90533) 2011 — page 4 of 4
Advertising techniques and advertisements that clearly illustrate these:
Techniques used by advertisers to influence people’s food
choices
Advertisements
Appealing to people’s emotions
McDonald’s® Weight Watchers®
Approved Meals
Sanitarium™ So Good
MAMMOTH™ SUPPLY co Yoghurt
SUNSWEET® Plum Amazins™
Kellogg’s™ ALL-BRAN
Meadow Fresh® pre-bio
Implying that meal preparation and cooking are difficult and timeconsuming
krispkut™ Vegetable Mix
Linking food products or brands to a particular lifestyle
McDonald’s® Weight Watchers®
Approved Meals
Continental® Cook-in-Bag
Sanitarium™ So Good
MAMMOTH™ SUPPLY co Yoghurt
Continental® Cook-in-Bag
ABE’S REAL BAGELS®
Offering promotional deals to purchasers
Meadow Fresh® pre-bio
SUNSWEET® Plum Amazins™
Projecting an environmentally responsible image
krispkut™ Vegetable Mix
Mother Earth® Nut Range
Targeting specific groups
McDonald’s® Weight Watchers®
Approved Meals
Sanitarium™ So Good
MAMMOTH™ SUPPLY co Yoghurt
Continental® Cook-in-Bag
SUNSWEET® Plum Amazins™
Kellogg’s™ ALL-BRAN
Meadow Fresh® pre-bio
ABE’S REAL BAGELS®
Using nutrition information to gain credibility
McDonald’s® Weight Watchers®
Approved Meals
MAMMOTH™ SUPPLY co Yoghurt
SUNSWEET® Plum Amazins™
Kellogg’s™ ALL-BRAN
Mother Earth® Nut Range
Meadow Fresh® pre-bio
ABE’S REAL BAGELS®
Using role models or celebrities to endorse a product or brand
ABE’S REAL BAGELS®