Rhetoric In Food
Sana Arif
Jennifer Gellatly
Claire Lin
C. Elizabeth Pierre
Edward Reznikov
Professor A. McMurray
ENGL 104
1
Table of Contents
Introduction
3
Background
5
Results
Organic Foods
10
Microwaveable Foods
20
Fast Foods
32
Summatives
Organic Foods
43
Microwaveable Foods
45
Fast Foods
47
Discussion
49
Conclusion
52
Works Cited
53
2
Introduction
Food is an integral part of human existence. More than nourishing our bodies, it
can also send powerful messages, even when we do
not know that we are receiving them. In this project
for ENGL 104, Sana Arif, Jennifer Gellatly, Claire
Lin, Elizabeth Pierre, and Edward Reznikov
analyzed the rhetorical nature of food.
The three types of food that were analyzed
were organic foods, microwaveable foods, and fast
foods. For each category, three locations were
Figure 1: Assorted fruits and
vegetables in a marketplace.
chosen and five products were examined from each.
There were therefore fifteen items per content
expert, with a total of forty-five items for the group.
Each item chosen was analyzed in depth. From its appearance to the way it was
packaged to what the company’s web site had to say about it, no stone was left unturned
in deducing just what the product was intentionally or unintentionally saying. Each
content expert used this data to construct a general rhetorical vision of each product they
examined.
In looking at the rhetorical vision, the content experts kept several concepts in
mind. The three types of rhetoric were evaluated for each product. When logos, ethos, or
pathos were used more or not as much as they should have been for a balanced rhetorical
stance, the content experts pointed it out. The ancient Greek virtues of correctness,
clarity, evidence, propriety, and ornateness were also kept in mind. The content experts
also found and discussed logical fallacies in the foods’ rhetoric.
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For each item, the basic questions for rhetorical analysis were used as a starting
point. The rhetorical situation, the manufacturers, the intent, the intended audience, the
message, and the message’s form were all examined. However, the most important
question was arguably the last: what does the nature of the communication reveal about
the culture that produced it? This question was addressed by the content experts, but was
considered in the most depth by the editor in the discussion section of the report.
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Background
“The process of agriculture—in all of its complexities of improved
seed, methods of cultivation, fertilizers and pesticides, methods of storage,
preservation, and transportation—now make it possible for the food that is
needed for the whole world to be produced by fewer and fewer farmers,
with greater and greater certainty. New twentieth-century potentialities have
altered the ethical position of the rich all over the world. In the past there
were so few who lived well, and so many who lived on the edge of
starvation.”
- Margaret Mead
How food is prepared and valued by society exhibits a large part of that society’s
culture. The way in which food is produced and purchased reflects the lifestyle of a given
society. For example, fast food is a convenient way to obtain food within a matter of
minutes for someone who is in a hurry or is too busy to prepare food for his- or herself.
Microwaveable and easy-to-make foods are supplied for someone who does not have
time to shop for fresh produce, or for someone who does not have culinary skills. Organic
food is supplied to someone who is concerned about maintaining a healthy diet, or
someone who enjoys preparing his or her own meals. This paper will examine the
significance and the meaning of food, food trends and lifestyles, and how the medium can
determine the power of the message in food advertisements. Society’s moral values and
beliefs are projected through the way which food is farmed and produced and this will
greatly influence how future generations will live their lives.
The significance and the meaning of food have a reputation of continuously
changing throughout history within different societies and different cultures. In a passage
by Margaret Mead, she recollects a story that her grandmother once told her: “In the rural
schools of America when my grandmother was a child, the better-off-children took
apples to school and, before they began to eat them, promised the poor children who had
no apples that they may have their cores (Food and Culture 11)”. No longer than two
generations ago in America was there a distinct difference of those who were well fed
and those who were unfed. Whereas today in America, obesity is a prevailing issue
within the entire country’s population, but also within education systems of children who
have a different understanding of food than their grandparents did. Also, when Claude
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Levi-Strauss discusses the difference of boiling food versus roasting food, he states that,
“Culture is a mediation of the relations between man and the world, and boiling demands
a mediation (by water) of the relation between food and fire which is absent in roasting”
(Food and Culture 29). Within this metaphor that Levi-Strauss explains and elaborates
on, his thesis is that how food is prepared plays a vital role in how culture is immersed in
a society. In today’s world with a technological advantage of preparing food, the culture
of today’s society has become accustomed to having their food prepared for them—
packaged ready to serve, genetically modified, and overflowing with preservatives, and
with minimal effort required. Because society has become accustomed to having their
food supplied to them the way they wish it to be, society is becoming more and more
adapted to food that satisfies appetites and cravings, and a lot of the time, ignorant of how
the food they are in-taking is affecting their body and their health. As well, in their
studies of how food affects different political occurrences, James L. Watson and Melissa
L. Caldwell conclude that, “As food practices change, notions of national identity are
threatened, especially when American corporate interests are involved. It is no
coincidence, for instance, that France with its grand culinary traditions, has become the
epicenter of the global anti-McDonald’s movement” (The Cultural Politics of Food and
Eating 2). Through this concluding statement that Watson and Caldwell composed, the
importance of food and its meaning has a direct correlation to a country’s national
identity and what that country believes to be of important value based upon how the
country produces and prepares its food. A country and its people’s moral values and
beliefs are portrayed through how food is farmed and produced, prepared and served, and
this will greatly influence how future generations will live their lives because of how the
children of the country are taught regarding the significance and meaning of the food in
their lives.
Fashion trends for food are increasingly becoming more popular, and the
lifestyles that parallel with each trend are quite distinguishable. One trend for food is the
lifestyle of the typical businessperson who has no time for food that takes more than two
minutes to prepare. As Eric Schlosser phrased it in his book Fast Food Nation, “The
extraordinary growth of the fast food industry has been driven by fundamental changes in
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American society” (Fast Food Nation 4). With the advancement of computer technology
and other technological advances people in the labour force are capable of doing more
tasks simultaneously. With these advancements comes a tight work schedule—and fast
food. Then there is always the fashion trend of microwaveable and easy-to-make food
that contains a plethora of preservatives and an unnecessary amount of calories for such a
small portion of food. Mary Douglas talks about what she resorts to at home when trying
to choose a quick meal when she recalls a moment from her household, when she says,
“Sometimes at home, hoping to simplify the cooking I ask, ‘Would you like to have just
soup for supper tonight? I mean a good thick soup—instead of supper. It’s late and you
must be hungry. It won’t take a minute to serve” (Food and Culture 36). Similar to the
fast food fashion trend, the easy-to-make fashion trend is also available for those who can
not find the necessary time in their schedules to prepare a meal for themselves or their
family. For those who are concerned about gaining weight from all of the calories in
easy-to-make products such as microwaveable fettuccini alfredo, there are nutritional
microwaveable meals such as lean cuisine that is targeted at consumers who do not have
time to prepare meals and who are nutritionally conscious about their diets. Walter L.
Goldfrank commented on so called ‘organic foods’ to be something other than their
highly praised reputation says when he states that, “The social usage of the term ‘fresh’
has come to mean ‘not ostensibly processed,’ or made into something visibly different,
although many human hands have touched the commodities themselves before they reach
the consumer” (The Cultural Politics of Food and Eating 54). So even organic food has
its set of cons, and is not technically without its faults of the food production process,
such as using fertilizers and pesticides to maintain ‘healthy’ crops. With all of the ways
that the food production process has become more efficient, comes an ocean full of
dietary concerns and hot issues regarding ethics and food preparation. People’s moral
values and beliefs are demonstrated by how their food is farmed and produced, prepared
and served, which is greatly influencing how future generations are learning to live their
lives by what they have learned to be ethically correct when handling food.
In retrospect, in food advertisements the medium always seems to determine how
well the message is received from consumers. In their book, O’Quinn, Allen, and
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Semenik observe that “Target audiences learn about a brand’s features and benefits
through the message content of advertising and, to a lesser extent, other promotional tools
that are used in the integrated brand promotion effort…But advertising has the best
capability to inform or persuade target audiences about the values of a brand has to offer”
(Advertising and Integrated Brand Promotion 23). It is evident in this statement that
advertising is the ultimate method of persuading an audience to believe in a producer’s
message. The message content of the advertisement is significantly stronger through an
ad than it would be through another promotional tool such as a promotional event held by
the company. Through these advertisements, people are teaching the children within their
society messages about what is ethical, which will impact their methods of thought, and
their perspective on the world around them based upon the traditional ways food is
produced in their lives.
Society’s moral values and beliefs are projected through the way which food is
farmed and produced and this will greatly influence how future generations will live their
lives. Through how a nation’s children are raised and taught the traditions of food, food
will be given a new value and new beliefs that it will relate to. The significance and the
meaning of food has a reputation of continuously changing throughout history within
different societies and different cultures, and will continue to do so with the changing
trends of technology and the changing role that food will play in the lives of future
generations. Fashions trends for food are intriguingly becoming more popular, and the
lifestyles that parallel with each trend are quite distinguishable, and as more demand is
placed on the average labour-force contributor, there will be a greater demand for food
that is easily accessible. In retrospect, in food advertisements the medium always seems
to determine how well the message is received from consumers. Rhetorically speaking,
food advertisements give messages to consumers which aim to persuade the consumer’s
beliefs about the particular product and create a picture of what the importance of the
product is, and this will continue to shape the opinions and ideas people have of food in
the current moment, and in the future as well. Food has been the first priority for the
human body throughout history, and the role and power that it has in people’s lives will
all be determined by how the people value their food, and whether they take advantage of
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the amount of food supplied to them and learn how to produce it as ethically as possible;
or future generations will look back on society today and wonder why no one ever spoke
against the unsafe methods of food production and the severe possible effects that it will
have on tomorrow’s world.
9
Results
Organic Foods
Sana Arif investigated organic foods. Her first stop was Zehrs Markets. It had a
very narrow aisle of organic foods. This was convenient because she did not have to walk
all around the store to find specific organic products. Because organic products are
growing in popularity and diversity, the
organic aisle has two sections. One is for
regular products and the other is for
refrigerated organic products. For those
who are mainly organic consumers, this
is a convenient way to shop; not much
energy is wasted while looking for
items. The aisle is located slightly in the
Figure 2: Nature’s Path organic penne pasta.
middle of the store and is easy to find.
Comparatively, some organic products
are expensive than regular products. Sana bought some of these products for a taste test
and found that they were no different than regular products. She also read nutrition labels
and noticed that organic products have equal or less calories than do non-organic
products.
The first item was Nature’s Path Optimum Slim for $3.99. It was in normal cereal
box packaging. The cereal was from a special weight loss series, using the key word
“slim.” On the side of the box there are a few claims: good food (no synthetic pesticides,
no synthetic herbicides, no preservatives or additives), and good ecology (less soil
erosion, less groundwater poll, improved farm biodiversity). The background on the box
has a silhouette of a slim woman’s body. The name of the item is in a bright yellow color,
and the word slim is in an italic font. There is a stamp on the box front claiming that it is
“Certified organic grown and processed.” On the very top of the box there is a statement
which says “nothing artificial.” The cereal is presented in the foreground as a delectable
spoonful with a high zoom. The primary ingredient was whole wheat, indicating that the
product is high in fiber.
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The rhetorical vision of this product is conveyed by a motivational quote by
Charles Haddon Spurgeon at the bottom of the box reading, “by perseverance the snail
reached the ark.” The idea that this product evokes is that having a natural, organic food
diet will help people lose weight. The word “Slim” has large letters, and has an approach
to the audience who is trying to lose weight. Women are more susceptible to this
advertising because they would like to be slim, and the box has a woman’s curvy figure
in the background. Nature’s Path products are United States Department of Agriculture
(USDA) certified. The environmental effects of this product are listed on the website:
http://www.naturespath.com/sustainability/facts_of_nature. Nature’s Path promotes a
healthy lifestyle, especially since the bases of their products are wheat and grains.
The second product examined was Eden Organic Pasta Company’s Parsley &
Garlic Spaghetti for $2.29. Its packaging was a box with a plastic window to reveal some
of the pasta inside. The box has a recipe on the side for consumers to make. It promotes
other Eden brand products such as “Eden Organic Tomato Pasta Sauce,” allowing
consumers to avoid using non-organic products in their preparation of the food. One side
of the box has a picture of the main employees of the company. This effect gives the
consumer a more personal feel. Wheat stalks on the box depict that the product is straight
from the farm, making it seem like no factories are involved. The decision to sell the
product in a box instead of a bag, which is the norm for spaghetti, could be intended to
make it appear more impressive. Primary ingredients include organic durum whole grain
wheat, organic golden amber durum wheat semolina, organic garlic powder, and organic
parsley powder.
This pasta is directed towards a health-conscious audience. The box states that it
contains “high fiber, low fat, and no salt added.” Any of these factors might be appealing
to the consumer, whether they are interested in organic food or not. This product is
geared towards a natural or organic lifestyle for people who are concerned with the fats,
sodium, and fiber in their diet. The product calls itself a “small batch crafted at Eden
Organic Product Company.” This implies that each box of spaghetti is crafted with
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individual attention and care, in contrast to being mass produced by a corporation. The
website is at http://www.edenpasta.com/products/60wg.html. The product is the second
one in the list. Gold boxes are 100% whole grain, blue boxes are 60% whole grain, and
green boxes are patent durum and semolina non-whole grain. This product was in a blue
box.
Sana’s third item was My Organic Baby’s apple and mango baby food for $0.99.
It was contained in a small, 128 mL Jar with a paper label and a tin lid. This product is
for babies aged six months and up. The baby food edition is “Step B.” The blend of the
baby food is organic apples & mango, which sounds organic and appetizing. There was a
sign that claimed that this product was only available at Zehrs. The paper label has a
watercolor painting for a farm, and hills in the background. The logo of the product is a
baby inside a fruit flower. The word “organic” is bolded in the brand name. The label has
bright colors, which may be intended to catch attention. The ingredients of the product
are organic apples, organic mangoes, water, and vitamin C. According to the nutrition
chart, the product contains 250% of the recommended daily allowance of vitamin C.
The product appeals to mothers who are concerned about toxins in baby food.
They would want to feed their babies organic food because it is natural. This product is
USDA certified and is labeled as such on the jar. The website is at
http://www.myorganicbaby.ca/index.html. This baby food tastes like any other.
The fourth item looked at was President’s Choice organic baby-cut carrots, which
cost 1.99. They come in a transparent plastic bag with opaque labeling on the front and
back of the package. This product promotes a healthy organic lifestyle which is also
convenient. These baby carrots are peeled and washed; they make a great snack or finger
food. The appearance of the bag relates to other baby carrot products. This product is a
part of President’s Choice Organic line of foods. The bag has two main colors, green and
white. At the bottom of the package there is a picture of a farm in orange ink. At the top
left corner is the best before date. There is a short commentary at the back of the package
which claims that the principles of organic agriculture are distinct. President’s Choice is
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devoted to producing wholesome foods while optimizing the health and productivity of
the soil crops and livestock. The ingredients are not listed on this package, meaning that
all that is inside are carrots.
This brand projects a healthy lifestyle accompanied by convenience, since the
carrots are peeled and ready to eat. The price of this product is fairly close to any other
baby carrot brand price. This product is special because it’s organic and it is competing
with non organic products. This encourages people to buy organic foods. This product
was prepared in USA and distributed in Canada. It is QAI certified. The website is at
http://www.presidentschoice.ca/FoodAndRecipes/GreatFood/ProductDetails.aspx/id/106
00/name/PCOrganicsBabyCutCarrots/catid/186. Though the ingredients aren’t listed on
the bag, they are listed on the website as “organic carrots.”
Sana’s fifth item was Organic Meadow lactose-free 2% skim milk for $3.29. It
came in a two-liter milk carton. This product has very simple advertising. This milk
product is supposedly Canada’s first organic lactose-free milk. The website claims that
the product has the same great taste as regular lactose-free milk. The milk carton does not
have much color on it; it is mostly plain white. At the bottom of the box there is a jersey
cow with an abstract rainbow on top of it. This Jersey cow seems to represent every kind
of cow, though the milk may be coming from only one kind of cow. The percentage of
milk fat appeals to the lactose intolerant people who have issues with their weight or
health. Primary ingredients include organic partly-skimmed milk, lactase, and vitamins A
and D.
Since this is the first organic lactose free milk in Canada, it might be the first time
that lactose-intolerant consumers are able to try organic milk. To take lactose out of
regular milk might require additives. The website states that the cows are fed organic
food and that they are not dosed with synthetic antibiotics or growth hormones. The
manure of the cows is composted properly so that it’s not detrimental to the soil, and the
cows are specially selected from breeds. The website is at
http://www.organicmeadow.com/fm.sz.
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Sana’s second store visit was to Sobeys. This store has a wide variety of organic
products located almost in the middle of the store. Sobeys sells a particular brand called
“Our Compliments,” which is very popular for consumers who rely on organic products
or non-organic products. Brand names seem to affect the consumer when buying organic
products.
The first item examined at Sobeys was Stonemill 100% whole wheat spelt bread,
costing $2.99. It was sold in normal bread packaging: a clear plastic bag with opaque
printed labeling. $2.99 was the sale price. In the Sobeys flyer, the bread is not shown in
packaging, but in a whole loaf which is not fully cut in slices. The package however, has
sliced bread. The labeling consists of two colors, yellow and red. The primary ingredients
were organic whole spelt flour, water, sea salt, yeast, organic spelt sourdough starter. The
organic ingredients were verified by the OCPP.
This product is high in fiber and low in fat. It is also organic, which is appealing
to nature-conscious consumers. There is a commentary on the back of the package, in
which the bakers are referred to as artisans. The website for the product has a powerful
comment: “100% Whole Grain Spelt Flour. The texture of spelt bread is similar to whole
wheat. The flavor is slightly nutty & hearty. Spelt, an ancient unhybridized grain, is the
mother grain of wheat. It is often tolerated by people who otherwise can not tolerate
wheat. Nutritionally, spelt is higher in protein then wheat.” The website is at
http://www.stonemillbakehouse.com/English/040~Products/010~Organic_Family/010~
Whole_Spelt_Bread.
Sana’s second product from Sobeys was Life Choices OrganiCuisine Mushroom
& Onion Pizza for $9.78. It came in a 328 g cardboard pizza box. Life Choices has a line
of products; the organic pizza is a unique product because of the all organic ingredients
used. Brand name has a lot to do with product awareness. People would buy the pizza if
they are a regular Life Choice product purchaser. In appearance, the pizza on the box
appears to be loaded with mushrooms, and the mushrooms stand out more than the
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onions. The pizza looks savory, as if it just came out of an oven, and one slice has been
taken out of the pizza to show that it is ready to eat. Some of the toppings fell off the
pizza into the space of the missing slice. This is to show that the pizza is laden with
toppings. The primary ingredients include organic whole wheat crust, organic partly
skimmed mozzarella, organic shiitake and field mushrooms, and organic onions.
There is a truthful claim to this product, which is that 98% of the pizza is organic.
“All OrganiCuisine pizzas are made with 98% Organic ingredients in federally inspected,
HACCP and organic certified facilities.” We know that not all organic products are fully
organic. By saying that 98% of the product is organic, the company creates ethos for
itself. This product has HACCP certification. The company says that they don't use
synthetic pesticides, herbicides and soil fumigants, don't use genetic engineering, don't
use sewage sludge as fertilizer, do improve the quality and fertility of the soil, do protect
water quality, do reduce soil erosion, do rely on natural biological systems for pest and
weed control, do reduce the impact of agriculture on our environment, and do produce
high quality, great tasting food. Their website is at
http://www.lifechoicesfoods.com/lcf_prod_pizza.htm.
The third product examined was Compliments Organic Animal Cookies, which
cost $6.38. They came in a 250 g cardboard box. The box mentions that the packaging is
recyclable. The product itself is quite unique. It is hard for kids to eat foods which are
good for them. Due to their pickiness, it is necessary that this product provides fun and
nutrition for them. The box front has light colors. The cookie and the texture of the
cookies are emphasized in the foreground, whereas the background is of grapes in a lunch
box which is a little blurred. The cookies shown are from all the animal varieties that are
in the box. The primary ingredients are organic wheat flour, organic dehydrated cane
juice, organic vegetable oil (canola and/or sunflower and/or soybean oil), organic invert
sugar, sea salt, baking soda, ammonium bicarbonate, and organic vanilla extract.
Animal cookies are fun for kids and a great snack, so Our Compliments is
promoting a healthy organic lifestyle for kids. Parents who purchase this product would
15
want their kids to have foods which are free of pesticides and GMOs. This product is
certified by QAI as an organic product. There is an allergy warning present on the box,
and it is kosher certified. The website is
http://www.compliments.ca/en/product.aspx?product=6949&channel=2.
Sana’s fourth item was Stonemill Bread’s cranberry-apple English muffins for
$2.79. The packaging is a printed clear plastic bag and contained 350 g. There is a
statement on the bag reading “Feel good about your food.” The words “Fiber Plus” are
bolded on the label, and at the bottom of the bag it says “Breakfast. Naturally.” The
plastic bag is half clear and half opaque, where the label is. The back of the bag has
nutritional facts and commentary from the President who is also called “Master Baker.”
The labels are mostly subtle green and bright yellow. There is a kosher label on the front
of the package to attract consumers of Jewish faith. The primary ingredients are untreated
unbleached wheat flour, water, honey, brown flax seeds, organic wheat flour, sunflower
seeds, soy grits, dried apple & cranberries, cane sugar, sea salt. There is a note beside the
ingredients which states that the organic ingredients are verified by OCCP. There is also
an allergy advisory about nuts.
The commentary at the back of the bag from the president gives the consumer a
form of ethos. The brand proposes a natural and organic breakfast. There is a note on the
side of the package which states that “a healthy diet low in saturated & trans fats may
reduce the risk of heart disease. Stonemill English muffins are low in saturated and trans
fats.” This shows that this product will reduce the risk of heart disease and the consumer
buying it would be pleased with this product. The website is at
http://www.stonemillbakehouse.com/. The brand name “Stonemill” gives the consumer a
feel that it is not really a factory, but a farm mill. This gives a natural effect to the
product.
The fifth item from Sobeys was Compliments Organic Cane Sugar for $5.99. The
packaging is a 900 g cardboard milk carton. The box mentions that the packaging is
recyclable. Though this sugar isn’t promoting low calories, it is promoting an organic
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lifestyle. The carton has a spoonful of sugar and a dessert in the background. The color of
the sugar is a little like raw sugar, which depicts the organic part of the sugar. At the
bottom of the box there is a statement that the sugar is “100% pure.” This reassures the
consumer that the product is organic. The primary ingredient is organic evaporated sugar
cane juice.
Though sugar is harmful to some people depending on the intake, Our
Compliments emphasizes the organic part of the product. Our Compliments sells its
organic products for a cheaper price than other organic products, thus attracting more
consumers. This product is QAI certified as an organic product. The website is at
http://www.compliments.ca/en/product.aspx?product=6554&channel=2.
The third grocery store Sana visited was Garden Basket. Here she found many allnatural products. Surprisingly, some organic products did not have fancy packaging to
show that they were organic. Organic foods have a snack variety as well, especially
products such as chocolate cookies. Organic foods and healthy foods seem to
complement each other in terms of the consumers they attract. Unlike Zehrs and Sobeys,
Garden Basket is a big store with organic foods dispersed in different aisles. Sana found
that Garden Basket has a better variety in terms of organic or natural foods.
The first product examined from Garden Basket was Pukka-Organic Pitta Herbal
Blend Teas, costing $3.98. They came in a cardboard box with 20 teabags. This product
has therapeutic properties and is caffeine free. There was a free demo and giveaway of
this product when Sana was at the store. Notable aspects of its appearance are the distinct
symmetrical designs on the box and the brand name on the top of the box. The primary
ingredients are organic peppermint, licorice, hibiscus, fennel, roses, and coriander.
The rhetorical vision of this product is that for people who drink tea, it is caffeinefree and promotes an organic lifestyle. It is free of additives, colorings, and preservatives.
This tea is produced in India and Sri Lanka. It is ecologically grown and 100% organic.
The website is at http://www.goodnessdirect.co.uk/cgi-local/frameset/detail/662224.html.
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Sana’s second item was raw organic broccoli for $1.48 per bunch. Each bunch is
held together with a small plastic sticker that wraps around the bunch. This product is
organic, but it is not packaged in a carrier. The information is on the small tag. The
broccoli is fairly large for a GMO-free broccoli. It appears similar to any other broccoli
bunch though it is organic. The only ingredient is organic broccoli.
The fact that the product is organic is barely recognizable because the product
doesn’t have any packaging. Since this product is in a renowned organic food product
store, it is therefore recognized as an organic product. The product is produced in the
USA; however, there is no sign of certification that it is an organic product. The website
is at http://www.thegardenbasket.ca/weekly_flyer/GBweekly_flyer_frames.php.
The third item was Mapleton’s Organic Yogurt in strawberry flavor for $0.99. It
comes in 175 g single-serving plastic cups with a tin foil lid. The product has 0.1% milk
fat. Mapleton’s has a maple leaf portrayed on top, which shows that the product is
Canadian. The cup, which is pink, relates to the strawberry flavor of the yogurt. The
shape of the letters is curvy. There is a small picture of a strawberry on the side of the
cup. Primary ingredients include organic milk, organic bacterial culture, and organic
strawberries.
The product is appealing to health conscious and nature conscious people. It has a
very low amount of milk fat. The farm that produces this product has its own cows, and it
is OCIA certified. The website is http://www.mapletonsorganic.ca/.
The next item examined was All Natural Multigrain Tortilla Chips for $2.49.
They came in a 198 g foil bag. The product is kosher, as well as being organically
produced and low in trans fats. The tortilla chip is a hexagonal chip. The package has one
chip displayed which is zoomed in to show the details of the chip texture. The texture
shows that it is multigrain. The rest of the package is white. To catch the viewer’s eye,
the ingredients are displayed on the front of the package. The primary ingredients are
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flax, sunflower seed, premium flour, oat flour, rice and soy. The product must also
contain some water, but it is not mentioned.
This product is for those who want to lose weight but still want to enjoy snacks
such as tortilla chips. This product has all natural ingredients for those who are natureconscious. The brand of the product is interesting: “Food Should Taste Good.” Though
this brand name is long, it promotes the product in a unique way. Even if the product is
organic, it will taste good as the brand states. A commentary of this product is available
at http://www.girlawhirl.com/girlawhirl/publish/article_794.aspx?md=3.
Sana’s last product was Nature’s Path Organic Deep Chocolate cookies. They are
packaged in a 294 g cardboard box. This product is a great organic snack, given the fact
that they are chocolate cookies. The brand logo is on the very top of the box, in the
background there is the picture of some cookies. The cookies appear to have the Nature’s
Path logo on each of them. The words “Deep Chocolate” are italicized and are in brown
ink to represent dark, rich chocolate. The ingredients are organic unbleached wheat flour,
organic evaporated cane juice, organic palm oil, organic brown sugar, organic corn syrup,
organic ground cinnamon, organic unsulphered molasses, rice bran extract, sea salt,
organic ground ginger, leavening (sodium bicarbonate, ammonium bicarbonate), organic
ground cloves, soy lecithin (added as an emulsifier), tocopherols (natural Vitamin E)
added to enhance freshness. Oddly, the chocolate cookies don’t have chocolate in them
Nature’s Path has whole grain in these cookies. Most cookies of this kind are
made from white flour or all-purpose flour. As previously mentioned, this product does
not have chocolate in it. At the side of the box there is a short commentary from the
president/founder of the company. This brings about a form of ethos. Each cookie is
stamped with the brand name; this reminds the consumer of what brand name they’re
eating. This product has no trans fats. The website is at
http://www.naturespath.com/products/snack_foods, where the product is the last one on
the list.
19
Microwaveable Foods
Edward Reznikov investigated microwavable foods. For all the stores, the items
were always on the far right hand side aisle when he walked in. The position of the items
on the shelves for each store was also fairly consistent. Sections of an aisle were always
devoted to a certain brand, followed by other companies with similar types of food.
The first store Edward visited was No Frills. His first
item was Schneiders Hot Stuffs - 2 Cheeseburgers, for $3.99.
They come in a 256 g package. In appearance, the packaging
Figure 3: Schneiders Hot
Stuffs.
has a dark blue background with light blue diagonal lines. The
company name appears at the top with a cartoon of a blonde
female appearing to the left of it. Below the company name are the words “Hot Stuffs”
which appear in very large and fancy-looking font. These words also stand out by
appearing 3-D, with each letter appearing to have a shadow. Below these words and to
the right, there is a picture of one of the wrapped burgers with the top end open to expose
the filling. Steam appears to be coming from this opening and merges with the words
“Hot Stuffs.” There is a lot of red, particularly in the red outline surrounding the name of
the product and company. This gives the box more variation in color and helps it stand
out. The supplemental advertising are the quotes “cooked beef burger with pickles and
onions smothered in a cheesy sauce in a cornmeal topped crust,” “Natural Source of
Calcium, Iron and Zinc,” and “Oven Fresh Crust - Baked, not Fried.” It should be noted
with the second quote that the words “Baked, Not Fried” appear in different font type,
color and size than the words directly preceding it.
Overall, the packaging gives a very calm and warm feeling to the consumer due to
the colors and font that they used. The dark blue color, which appears very ocean like, is
quite calming, as is the smiling cartoon of the blonde female. The steam coming from the
hot stuff also adds to the calmness feeling. Clearly, this product is aimed at an older
audience because the toppings aren’t typical for kid foods. This explains the dark and
conservative colors used on the box as well as the lack of other pictures making the
20
package look too busy. By not putting too much on the front and keeping their message
simple, the package reaches its intended audience well. The red outlining mentioned
before appears common to Schneiders products. Near the bottom right corner of the front
appears a symbol of a microwave with the word “microwavable” on it to make it obvious
to the consumer that it’s microwavable without having them refer to the back. Also near
the bottom right hand corner is a symbol of a queen’s crown with the word Canada
appearing around it to symbolize that the product was made in Canada. There’s a help
number at the side of box. An endorsement for their lean variety appears at the back
showing two different lean stuff products and a statement saying that the lean variety has
less than 7grams of fat per serving. The website for this product is at
www.schneiderfoods.ca.
The second product examined was McCain Pizza Pockets, costing $4.29. They
come in a 400 g package. The background is a dark blue wall with graffiti appearing as
light blue. Some of the content appears as if it was scratched in to give the package an
edge. Very bold letters appear at the top. The usual McCain symbol appears near the top
left. The words “Pizza Pockets” are large and appear in different colors. There is a picture
of a pizza pocket that appears sitting on an angle. The pizza pocket that appears is cut
open and slightly separated to expose the inside. Some whole toppings appear next to the
pizza pocket like slices of pepperoni and an uncut whole tomato. Lots of different colors
are used like green, black, white, and yellow. Also, the word “pepperoni” appears in bold
to the left of the picture of the pizza pocket and is surrounded by an irregular outline in
the shape of a jigsaw puzzle piece. The supplemental advertising is the words “Real Pizza
Taste.” On the very front they say to visit their website. These words also appear edgy by
looking thin and fading from yellow to red. On the back there’s a picture of some of the
other pizza pocket flavours McCain sells.
This product is portrayed as something that is fun and edgy by having the pizza
pocket appear in front of a wall filled with graffiti, and using graphics that make some
words appear like they were spray-painted on. Near the top right hand corner of the front
21
is a symbol of a queen’s crown with the word Canada appearing around it to symbolize
that the product was made in Canada. The product’s website is at www.pizzapockets.ca.
The third product was Michelina’s Lasagna with Meat Sauce, costing $1.99. It
comes in a 255 g package. On the top there’s the usual Michelina’s symbol that appears
in green with a light background behind the letters. Next to the name of the company,
there is a portrait of an old lady with the words “Authentic Recipes” surrounding the
portrait. More than half of the cover is an image of a plate filled with the dish. There is a
very shiny fork slightly above the plate of lasagna carrying a piece of lasagna. The fork
appears on an angle. The main background used in this package is dark green, which is
typical for most Michelina meals. There is supplemental advertising in the words
“Lasagna with Meat Sauce and Four Cheeses.” The words “and Four Cheeses” appear in
a smaller, fancier font, and the word four is underlined. On the bottom it shows the
calorie and fat content per serving. It also states on the bottom of the front that the
product is a source of Vitamins A and C, calcium and iron.
The company enhances its ethos and establishes itself as one that cares for
tradition by having the portrait of the old lady. Lasagna is an Italian dish and Michelina’s
is an Italian name, which further enhances their ethos. The product attempts to convince
the consumer that the Italian culture is preserved with this brand. Also, the inclusion of
the portrait makes the consumer think about family; therefore, the rhetorical vision from
this package is that you would expect the same quality in this food if your mother or
grandmother made it. Other issues are the “Product of USA” and “U.S inspected and
passed by the department of agriculture” labels that are included. A help phone line and
website appears on the back. The company urges the consumer to visit their website by
stating that the consumer has a chance of winning something if they visit the site, but it s
not clear what one can win. All that is shown on the back are heating instruction. The
website for this product is at www.michelinas.ca.
Edward’s next item was Stouffer’s Meat Lasagna for $2.99. It comes in a 286 g
package. Red is used as the main background. The Stouffer name appears centered and
22
near the top to separate the French and English sides. Surrounding the name is a black
oval. Most of the front bottom half is a picture of a plate with lasagna on it. The angle
shows all the layers of the lasagna. On the back, there are some blocks of cheese. Also on
the back is the word Nestle with a bird’s nest containing birds in it. This image stood out
since it is in blue and white which contrasts with the red background. Supplemental
advertising was the words “Meat Lasagna with 3 Cheeses.” The words “with 3 cheeses
appears in smaller font. There is a claim on the back that it is real cottage cheese, part
skim mozzarella and Parmesan cheeses and contains no preservatives. On the side it
mentions that the company financially supports the “HealthCheck” education program,
and then states that that is not an endorsement. There is also a HealthCheck symbol that
appears on the front with the words Heart and Stroke Foundation beneath it.
Stouffer’s is trying to project itself is the brand of choice for those seeking healthy
alternatives by being so involved with supporting diet groups. Underneath the Nutrition
Facts list the words “Nutritional Compass” appear. On the bottom of the back side there
is a message that a person could get a free nutrition assessment by visiting
www.dieticians.ca/eatracker. Also on the back is a help phone line. The company’s
website is at www.nestle.ca.
The fifth item was Stouffer’s Lean Cuisine Meat Lasagna for $2.99. It comes in a
274 g package. The packaging has a very light coloured background, mainly white with
some green near the ends of the sides. The name Stouffer’s appears in small on the top
left corner and has the usual black oval surrounding its name. The words Lean Cuisine
appear next to it and are much larger. On the top center is the name of the flavor, meat
lasagna, using very dull text. A white plate containing the lasagna appears on a slight
angle. Most of the colors on the front of this package are coming from the lasagna which
focuses the consumer’s attention on the lasagna itself rather than the packaging. On the
front there also appears the amount of calories and fat per serving. On the back, there
appear to be whole tomatoes, cheese, and some leaves to emphasize health. Also on the
back is the word Nestle with a bird’s nest containing birds in it. This image doesn’t
effectively stand out because there is lack of contrast between colours. There’s a symbol
23
from the Canadian Breast Cancer Foundation on the bottom left of the front. This symbol
and its website also appear on one of the sides. “Do something good for yourself with
Lean Cuisine” appears on the back. Also on the back there’s a statement suggesting the
amount of calcium required per day based on Health Canada with a point below it stating
how much of that daily calcium is contained per serving of this meal. “No artificial
flavours” also appears.
Stouffer’s is trying to project itself is the brand that supports healthy living by
supporting a major organization like the Canadian Breast Cancer Foundation. It also
presents itself as being a healthy company by supporting unprocessed foods as shown by
the image of tomatoes and leaves found on the back. On the bottom of the back side they
show the following link without stating what it’s for: www.dieticians.ca/eatracker. A help
line appears on the back as well. The company’s website is at www.leancuisine.ca.
The next store Edward visited was Concord. His first item was Lipton’s Cup-aSoup Chicken Noodle Soup for $0.99. Each soup was 48 g, and it came with four soups.
The supplementary advertising was the “Ready in 5 minutes” claim. Mostly red and
white colors are used in the background. The color of the cup that appears on the front is
also red to help it blend into the background. This allows the contents of the cup, which is
filled with the product, to stand out more since the color of the contents is yellow
noodles. Also, some steam appears to be coming from the soup. The cup is sitting on an
angle with a metal spoon partially submersed in it, coming from the right side. The
image of the cup and its contents takes up more than half of the front surface. On one of
the sides there is an outline of a cup and steam coming from it. This image reinforces the
image on the front. Mainly white, red, and yellow are used here.
Not much wording on the box for supplemental advertising makes the package
more direct in delivering its message; it’s just soup, nothing more and nothing less.
Having such a simple looking package enhances the ethos, as it is assumed by the
consumer that the company focuses its attention on its product rather than the advertising.
Therefore, the rhetorical vision here is that the product is as efficient in delivering its
24
purpose as its advertising. Other issues are how near the bottom right hand corner of the
front, a symbol of a queen’s crown with the word Canada is appearing around it to
symbolize that the product was made in Canada. Also, on the back side there is a help
phone line. The company’s website is at www.lipton.ca.
The second item from Concord was Lipton SoupWorks Bowls Chicken with long
grain and white rice, costing $2.50. It comes in a 61 g single bowl with a cardboard
covering that exposes two sides of the bowl. The cardboard covering forms a trapezoid
shape due to the wide top and narrower base of the bowl. The box advertises that it is a
“Source of Fiber.” On the back there’s another quote relating to this first quote which
states the following; “Why Fibre? Dietary fiber is a factor in the maintenance of good
health.” The words “Why Fibre?” appears in larger, different font type and in a different
colour compared to the text that follows it. The soup is also “low in fat” and “just for the
microwave.” There’s a symbol on the bottom of the front side with the number five on it
suggesting that it only takes 5 minutes to microwave. On the back, there is an image of
three other bowl varieties Lipton makes. There is much more contrast of colors in this
soup compared to the Cup-a-Soup. Light brown is used as the main background. The
white bowl is sitting on a slight angle exposing its contents. A white plastic spoon
coming from the left side is shown slightly above the bowl containing some of the soup
contents. No steam is coming from the cup. The image of the soup is on the lower half of
the front cover. The company name appears near the top left with the words SoupWorks
appearing larger. The contents of the soup really stand out again due to the colors
contained within the soup. The white background on the back enhances the images of the
other Lipton products mentioned earlier. Next to the words “Source of Fiber” on the front
side is a drawing of wheat. Mainly white, red, yellow, and light brown are used here.
Lipton is establishing itself as a health-oriented product by using the promotions
discussed earlier, which in turn enhances their ethos for appearing to actually care for the
consumer. Therefore, to be healthy, a person should eat Lipton products. Other issues are
the phone number given on the back side and how there is no apparent indication of
where the soup was made. The company’s website is again www.lipton.ca.
25
Edward’s third product from Concord was Stouffer’s Lean Cuisine Chicken in
wine sauce for $2.99. It comes in a 212 g package. The supplemental advertising was the
same as for the company’s meat lasagna, except for some small discrepancies. Rather
than giving information about calcium on the back, the company gives information about
daily vegetable servings as recommended by Health Canada. It then states how many
servings of vegetables are contained within the product. It also states how “Our
vegetables are fresh-picked, then flash-frozen to lock in their nutrients and flavor. Also,
on the back side shown in the background are pictures of whole potatoes, mushrooms, red
onion and sprouts scattered apart. It also has a link for the nutritional assessment but
explains what it’s for. On the bottom of the front it says, “Maintain a healthy body
weight. As part of healthy eating, Lean Cuisine may assist in achieving and maintaining a
healthy body weight because it is portion controlled.” The appearance, rhetorical vision,
and other issues are the same as with Stouffer’s Meat Lasagna. The company website is
at www.leancuisine.ca.
The fourth item was Weight Watchers Smart Ones Creamy Rigatoni with chicken
and broccoli for $3.49. It comes in a 255 g package. The front of the box describes the
pasta as “A medley of pasta, broccoli florets and white mean chicken in a creamy
parmesan sauce.” On the top right corner of the front it says “New!” The word new is
surrounded with a yellow background to make it stand out more. On the front near the
bottom left corner is a symbol that describes the product as being “inspected for
wholesomeness by the US department of agriculture.” On the front near the bottom right
shows that the product is 6 points and shows how many calories and fat is in the product.
There’s more information about the Weight Watchers program with a telephone number
to reach for assistance. The main background color for the box is red. A white plate
appears filled with the serving and is sitting on an angle. Even the table cloth in the
background is red but in a slightly lighter shade than the background to make it easier to
detect. A small portion of a fork appears to the left of the dish and is simply sitting on the
table but not on the plate. Most of the variation of the colors comes from the contents of
the plate making it more attractive to the consumer. The plate is centered and is taking up
26
most of the lower half portion of the front side. However, the entire plate is not shown.
On the very top are the words “Weight Watchers” which appear in white; below it, in
much larger font, the words “Smart Ones” are written across. On the back the brand name
appears again and a very small cut out of the image on the front is shown beside the name
of the brand on the top. The instructions for heating appear on the back and have a light
background. No other images are shown.
People don’t have to be in Weight Watchers to care about their health. Therefore,
this package appeals to anyone who seeks healthy alternatives. Furthermore, the brand is
trying to convey to the consumers that the consumers are the “Smart Ones” if they choose
to buy this product because this brand is the healthiest alternative out there. Other issues
are how one of the sides there are the words “Quality Pledge” with a phone number and
an address to contact. No website is given on the box.
The fourth item from Concord was Michelina’s Advantage Teriyaki chicken stir
fry for $3.50. It comes in a 312 g package. The words “New Look, same great taste”
appear on the front. The words “New Look” are in bold. Near the bottom right, it says,
“Inspected for wholesomeness by the US department of Agriculture.” Below the
description of the ingredients, the point value of the meal is given. There is then a
description explaining that this point value was calculated by Michelina’s and is not an
endorsement for Weight Watchers. As for appearance, a white bowl appears centered
with most of the bowl appearing on the lower half of the front. The plate sits on an angle
with no utensils in sight. The main background colors that are used are white on the left
side which fades into orange on the right side. It should be noted that the bowl appears
mostly on the white side. On the very top and centered appears the Michelina’s name
brand with the portrait of the elderly woman to the left of it. The colors used in this area
are typical for all Michelina brands. Below the company name appear the words
“Advantage Wholesome Menu Bowls” with the word “Advantage” sticking out the most
due to its much larger size. Next to the image is the actual flavor of the dish with appears
in dull black text. On the bottom of the front, the number of calories and fat is shown and
an equation showing “Advantage = 1 full serving of vegetables.”
27
Again, by using the word wholesome and simply including the brand name with
the portrait of the old lady the company is convincing the consumer that their product is
good for them in terms of taste and health. By using the words “wholesome menu” their
image is enhanced by making them appear more like a restaurant and therefore of the
same quality as a restaurant. What is different about this item and the other Michelina
items is that the company is now going for a more healthy approach. This in turn
enhances their image further by appearing health conscious to the consumer. There is a
help phone line that appears on one of the sides of the box. The package is designed in a
way so that it cut be cut out to be a bowl holder to make the product seem more
convenient to the consumer. The company’s website is www.michelinas.ca.
The sixth item from Concord was President’s Choice Chicken Tikka Masala,
costing $2.87. It comes in a 262 g package. Next to the name of the dish is a blue menu.
Under the symbol of the blue menu are the words “low in fat” and “low in calories.” Near
the bottom left is a symbol that shows the product is microwavable for five minutes. Next
to this symbol is a symbol of two peppers indicating that the item is spicy. Next to these
peppers is a check mark with the words “source of fiber” next to it. Near the bottom right
appears “seasoned chicken in a creamy tomato curry sauce on a bed of basmati rice.” On
the back near to the top left, it says “Good for you never tasted so good!” with the
following claims appearing below it and with check marks: low in fat, low in calories,
trans fat-free, source of fibre. On the back appears the queen crown with the word
Canada around it to indicate the product was made in Canada. The package does not
endorse any other products. On the back, there is the following description of the product
at the center near the top: “Tender, bite-size pieces of season chicken in a creamy tomato
curry masala sauce, on a bed of fragrant basmati rice.” The company name appears near
the top right and the name of the dish is shown below the image. The name of the dish is
surrounded with a purple background that fades away from left to right. The main
background used for the entire package is light blue. The image of the food shows the
item on a white plate sitting on an angle. The white rice blends into the light background
making it a bit difficult to notice, but the sauce and the chicken really stand out by being
28
red and brown. The image is centered and most of it appears on the upper half area of the
front surface.
The company is trying to convince the consumer that the quality of their food is
the same and as fresh as that from restaurants, but is still healthy. The image has a small
piece of basil on it for decoration which is something restaurants do. Furthermore, the
blue menu that appears on every side of the box is also indicative that the company is
trying to establish itself as good quality like a restaurant to enhance their ethos. This is
the first item that shows the name of the product below the image. The company’s
website is at www.presidentschoice.ca.
The last store that Edward visited was Sobeys. His first item there was
Michelina’s Spaghetti Bolognese for $1.99. It comes in a 255 g package. Supplemental
advertising included the words, “Spaghetti Bolognese pasta in an Italian style meat
sauce.” For the above quote, the words “and four cheeses" appear in a smaller, fancier
font, and the word four is underlined. On the bottom, it shows the calorie and fat content
per serving. It also states that the product is a source of Vitamins A and C, calcium and
iron. On the top, there is the usual Michelina’s symbol that appears in green with a light
background behind the letters. Next to the name of the company is a portrait of an old
lady surrounded by the words “Authentic Recipes.” More than half of the cover is an
image of a plate filled with the food. Above the plate of spaghetti, there is a very shiny
fork carrying some of it. The fork appears on an angle, not completely horizontal or
vertical. The main background used in this package is dark green, which is typical for
most Michelina meals. The rhetorical vision and other issues are the same as for
Michelina's lasagna with meat sauce. The company's website is at www.michelinas.ca.
The second product from Sobeys was Compliments Spaghetti Bolognese for
$1.27. It also comes in a 255g package. The spaghetti is a “New Improved Recipe.” The
word “Value” appears below the name of the company on the front side. A white plate on
the bottom sits at an angle exposing the contents of the product. This package shows an
entire plate filled with the product, which is unusual for a Michelina’s product. The
29
image of the plate and its contents take up less than half of the bottom area. The image is
centered. The words Spaghetti Bolognese appear above the plate. The main background
that is used is white, which makes the words Spaghetti Bolognese stand out more. At the
very top center is the name of the company appearing in white with a black background.
On the back there is limited text with no images or other endorsements. The main
background colour in the back is light pink.
There is no cultural significance with this brand, which is not as good for its
ethos. The package is to the point, but very dull due to the colours they used. This seems
to be another brand that intentionally limited its promotional value on the packaging to
make a statement to the consumer that they focus their attention on the quality of the food
rather than the advertising. Other issues are how near the bottom right hand corner of the
front, there is a symbol of a queen’s crown with the word Canada around it to symbolize
that the product was made in Canada. Also, on the bottom right are 3 symbols; one is a
symbol for a microwave, one is a safe handling warning, and the last is an allergy
warning. On the back, the allergy warning is followed by text stating that the product
contains wheat, soya, and sulphites, and may contain traces of eggs and milk ingredients.
The other two symbols are elaborated with text on one of the other sides. The company's
website is at www.complimentscanada.ca.
Edward's third item from Sobeys was the Compliments Beef Pie for $0.99. It
comes in a 200 g package. On the bottom of the back side appears a recycling symbol
with the words “100% recycled fibre.” The word “Value” appears below the name of the
company on the front side. As for the appearance of the package, a white plate on the
bottom sits at an angle exposing the contents of the product. This package shows an
entire plate filled with the product. Again, the image of the plate and its contents takes up
less than the bottom half area. The image is centered. The main background that’s used is
white which makes the words "Beef Pie" stand out more. At the top center is the name of
the company in white with a black background. On the back there is limited text with no
images or other endorsements. The main background colour in the back is light pink.
30
The general rhetorical vision is the same as for the Compliments Spaghetti
Bolognese. The other issues were also the same, except that no microwave symbol
appears anywhere because this item has to be oven-baked, and the symbols for safe
handling and allergy attention are both elaborated on the back side. The company's
website is at www.complimentscanada.ca.
Edward's final item was Sobeys Swanson Beef Pie for $1.29. It comes in a 200 g
package. The only supplementary advertising is the words “U.S inspected and passed by
the department of agriculture,” which appear centered at the bottom of the front side. The
package's appearance is as follows. On the top left is the name of the company which
appears in white with a red outline. Behind the center of the company name is an “S”
which appears with different shades of blue. About three quarters of the front cover is
occupied by an image of a pie with one end open. From this open end its contents seem to
be pouring out, suggesting how full the pie is with vegetables and beef. The pie sits on an
angle and is surrounded by a blue background that fades into white. The image of the pie
is the center of the front cover. The main background colours, blue, white and red, are
used on all the sides of the box. On the back, the name of the company appears exactly as
it does on the front in terms of size, colour and font type. Below it are microwave and
oven instructions.
The front image itself is quite satisfying to look at as the pie appears very large
and is practically exploding with its contents because the producer packed it so much.
Therefore, by using such a persuasive image and not endorsing any of their other items,
the company is projecting a feeling of fullness and satisfaction to the consumer to make
up for its higher price in comparison to Compliments. Other issues are how on one of the
sides in small font they give the following warning: “Do not purchase if carton is open or
torn,” as well as how on the front right hand corner is an image of a microwave with the
number 5 on it suggesting it only takes 5 minutes to make. No website is given on the
box.
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Fast Foods
Claire Lin investigated fast foods. The first restaurant that she visited was
Kentucky Fried Chicken (KFC). Her first product there was the 4 Piece Dinner (4 Pieces
Chicken, Fries, and Salad) for $5.99. The packaging is a red KFC box. The fried chicken
has a golden brown exterior leading customers to
imagine a crunchy texture while the inside has tender
white meat. Customers picture themselves biting into
the food when they see the image and are tempted to
try it. Fries are also a part of the meal combo. Unlike
the skinnier McDonald fries, KFC fries are much
Figure 4: A McDonald’s
restaurant.
thicker. People may find this more appealing because
they feel the fries are of better quality. A small
container of salad is served with the combo as well. The meal name is “4 Piece Dinner”
which gives the impression to customers that they are paying less for more food.
Customers feel that they are paying a good price for a meal that can feed up to four
people. As well, customers also feel that they are paying a good price because a ‘dinner’
is the largest meal of the day. Although the salad does not look like the traditional salad
with large leaves, customers still believe it is a healthy side dish. Consequently,
customers are led to feel their meal is balanced out with meat and vegetables.
The packaging’s rhetorical vision starts with the bold red color with the white
KFC logo on the side. With an overwhelming red background, customers’ eyes go
straight towards the pop of white detail at the side of the box, which is the KFC logo.
Thus whenever customers look at the box, they see the KFC logo and that image will be
imprinted in their mind. Using too many colors can confuse customers. However, KFC
uses only two abstract colors. The purpose is for customers’ to remember their logo.
Also, as the customer is enjoying their meal, their relaxed mood of the tasty meal will be
linked to the logo. Customers will from then on associate their relaxed and happy mood
to the logo. This is a psychological technique. Furthermore, the box is quite large, so
customers have the impression that they are receiving more food. This meal is aimed
32
towards children, teenagers, early adults, and mid-adults. The food is a dinner combo,
therefore families would be likely to purchase this meal for a family dinner. Senior
people would not be interested in fried food as they view this as unhealthy for them.
The calorie count for this meal is as follows.
4 Pieces Chicken* Æ (231 x 4) = 924 Cal
Potato Wedges Æ 250 Cal
Medium Soft Drink (Pepsi) Æ 180 Cal
Total Calories Æ 1354 Calories
* Based on average calories of all chicken parts (ex: chicken breast, chicken thigh, etc)
Claire's second item was the Popcorn Combo Meal (Popcorn Chicken, Fries,
Drink) for $4.99. The packaging is a red KFC cylindrical box, red KFC box, and Pepsi
cup. The chicken resembles popcorn balls leading customers to feel as if they are eating a
snack, such as popcorn. Thus people feel this meal is very light, not a heavy full course
meal. People also see this as an enjoyable food at anytime of the day. Customers
associate the fries and drink with receiving more food than their pay. The drink is a
refreshing feel after eating the popcorn and fries, therefore customers are keen on
purchasing this combo. The meal name is very fun and creative. When people see the
name ‘popcorn’, they want to try out this new product to see if it really tastes as great as
the real popcorn itself.
The packaging imitates what popcorn boxes at theatres look like. The cylindrical
shape is for customers to feel as if they really are eating popcorn, except the product is
chicken. On the box there is a large KFC logo which is to, again, imprint the image into
people’s mind. This meal would appeal more towards children, teenagers, and young
adults. These three groups are typically interested in junk food or snack food. Therefore
popcorn chicken would be appealing to them as it embodies a very youthful and fun
image. The calorie count for this meal is as follows:
Individual Popcorn Æ 370 Cal
Potato Wedges Æ 250 Cal
Medium Soft Drink (Pepsi) Æ 180 Cal
33
Total Calories Æ 800 Calories
The third KFC item was the Big Crunch Combo Meal (Chicken Burger, Fries,
Drink) for $5.49. The packaging was a paper wrapper, KFC box, and Pepsi cup. The
chicken burger has lettuce and mayonnaise between two white sesame buns. When
people see this, they believe they are receiving a nutritious meal. They think they may be
receiving a portion of vegetables from the lettuce, protein from the chicken, and their
carbohydrates from the white sesame bun. Fries also add on the extra carbohydrates. The
drink, which is placed in a very large cup, is to give a refreshing feel after the heavy
meal. When people read the name, they immediately notice the word ‘crunch.’ KFC uses
the onomatopoeia ‘crunch’ to entice customers. The fast food restaurant wants customers
to imagine the crunching sound when they bite into the chicken burger. Meanwhile, the
word ‘big’ is to allow customers to visualize their burger to be very large. Thus the name
‘Big Crunch Combo’ gives a very visual impression, as customers imagine biting into a
large burger with crunchy chicken meat inside.
The packaging is very simple. The burger has a simple paper wrapper for easy
accessibility. Customers can immediately dig in without worrying about tearing the
paper. Although the burger wrapper may not have a KFC logo on it, the red KFC box for
the fries does. This meal is aimed towards children, teenagers, young adults, and midadults. Children and teenagers are interested in this meal because to them, burgers are fun
and tasty. For young adults and mid-adults, burgers are usually eaten when they are too
lazy to cook or on the run. The burger does not make a mess and is easy to handle as
compared with fried chicken where you must use all fingers to eat it. The calorie count of
the meal is as follows:
Big Crunch Burger* Æ 580 Cal
Potato Wedges Æ 250 Cal
Medium Soft Drink (Pepsi) Æ 180 Cal
Total Calories Æ 1010 Calories
* Based on average calories of Double and Triple Crunch Sandwich
34
The third meal Claire examined was the Twister Combo (Chicken Wrap, Fries,
Drink) for $5.59. It comes in a paper wrapper, red KFC box, and Pepsi cup. The chicken
wrap has a variety of vegetables in it including lettuce and tomatoes. To customers, this
seems like a healthy meal choice. The food looks very light and refreshing. Fries are
given as well which people may associate as their carbohydrate for the meal, or just
something fun to eat. The meal has an interesting name, ‘Twister Combo.’ Customers
may be confused by this name and decide to be adventurous to see what this combo taste
like. This may be a technique KFC is using, to make the name sound risky and
adventurous, while at the same time, a very delicious and enjoyable meal.
Like the burger, the chicken wrap has a simple paper wrapper for easy
accessibility. The fries are placed in a red KFC box therefore reminding customers that
they are eating from the brand name. The ‘Twister Combo’ appeals mostly to young
adults and mid-adults. The healthy choice is an aspect older and more educated
individuals would value for their well-being. Children and teenagers are more interested
in fun food such as burgers, popcorn chicken, and fried chicken. The calorie count of this
meal is as follows:
Twister Wrap* Æ 585 Cal
Potato Wedges Æ 250 Cal
Medium Soft Drink (Pepsi) Æ 180 Cal
Total Calories Æ 1015 Calories
* Based on average calories of Crispy Twister and Oven Roasted Twister
The last meal Claire tried from KFC was the Toonie Two’s Day (2 pieces of
chicken and fries), costing $2.22. It comes in a red KFC box. There are two pieces of
fried chicken which has an appearance of a crunchy texture outside and tender white
chicken meat inside. The thick fries are a light golden brown which appears to have a
crunchy texture on the surface while the inside is soft. The most important feature of this
meal is its name, ‘Toonie Two’s Day.’ The name has the play on words ‘two’s day,’
which is referencing to ‘Tuesday.’ People see the meal name and realize that they are
receiving a great deal by paying only a toonie and a few cents for a satisfying meal on
35
Tuesdays. The fact that the meal only needs to be paid with coins seems very cheap as
opposed to paying in bills which can look overwhelming.
The red KFC box has a bold look along with a hint of white—the logo— which
draws customers’ eyes towards it. This meal appeals to children, teenagers, young adults,
and mid-adults. Everyone loves fried chicken along with a side of fries. The food is very
fun and enjoyable. Moreover, for the older group, the meal is very cheap. The calorie
count for this meal is as follows:
2 Pieces Chicken* Æ (231 x 2) = 462 Cal
Potato Wedges Æ 250 Cal
Total Calories Æ 712 Calories
* Based on average calories of all chicken parts (ex: chicken breast, chicken thigh, etc)
The second fast food restaurant that Claire visited was McDonald’s. Her first
meal was a Happy Meal. It was packaged in a paper bag. Customers had a choice of
several different kinds of meals. The name of the meal may have been chosen because
children are keen on positive words. Therefore if they see the word ‘happy’ in Happy
Meal, they are more likely to choose it because they think they will be happy too. Parents
also correlate the positive word ‘happy’ to their children. They believe choosing ‘Happy
Meal’ will equal ‘Happy Children’.
The paper bag is decorated with cartoons and games to attract children’s attention.
Young children are especially attracted to bright colours, and games are to entertain them
when they eat, just as cereal boxes have games on the backside. This meal is mainly
aimed towards children because they are the ones who choose what types of food they
want. However, parents are also a strong target because they are the ones paying for the
meal. Therefore, when the child points to the Happy Meal the parent is inclined to buy
the meal for them since that is what their kids want. The calorie count of this meal is as
follows:
Cheeseburger* Æ 300 Cal
Small French Fries Æ 230 Cal
Apple Juice** Æ 80 Cal
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Total Calories Æ 610 Calories
* Based on random selection of burgers
** Based on random selection of drinks
Her next meal was the Big Mac. It was packaged in a cardboard box. The Big
Mac has two layers of beef patties, cheese, lettuce, and tomato. When customers see this
product, they are essentially drawn to the double amount of food they are receiving.
Instead of eating one burger, they are really consuming two. The meal name is to make
the audience interpret the word ‘big’ in Big Mac as an extra large burger. When
customers imagine this large burger, they feel that they are only paying a small amount
for this product. Furthermore, the word ‘Mac’ sounds very trendy and refreshing than the
traditional ‘burger’ name. Consequently customers are more inclined to purchase this
product because they believe they are paying a cheap price and the burger has a trendy
appeal to it.
The cardboard box has a resplendent image of a Big Mac on the lid. Customers
are easily enticed by the image of the melting cheese on beef patties, while the fresh
lettuce and tomato exude a healthy feel. Thus customers are led to believe that their food
will look just as delicious as the image. When customers open the burger box, the image
on the cover will still be imprinted in the mind. McDonald’s wants customers to continue
holding this image and feeling towards that image. Therefore, when customers are seeing
and tasting the real burger, they will persuade themselves that it tastes just as delicious as
what they imagined. This meal is aimed towards teenagers, young adults, and middleaged adults. Children and seniors are unlikely to order this meal because the burger may
be too large for them to consume. The Big Mac contains 540 calories.
The third product examined from McDonald’s was the Chicken McNuggets. They
are packaged in a cardboard box. The Chicken McNuggets have a golden brown exterior
which the audience associates with crunchy or crispiness, while the interior has tender
white meat. When customers see the name Chicken McNuggets they perceive this food as
37
very fun and enjoyable to eat because they are bit size pieces that does not create a lot of
mess.
The Chicken McNugget comes in a box with an image of the food on the cover.
Thus when customers see this, they believe their food inside will look just as appealing
and delicious as the cover picture. This is a psychological technique of linking the
customer’s feeling towards an image. Consequently, when the customer opens the box
they feel they are seeing and eating the same delicious food appearing on the package.
Furthermore, there is a label on the package stating their chicken is made with whole
white chicken meat. When the audience sees this label, they believe McDonald’s is trying
to provide them the healthiest food choice with ‘whole white chicken meat,’ not an
artificial product. This food appeals mainly to the younger audience. Chicken McNuggets
are more fun food than burgers which are more sophisticated and reflects older group
appeals. The calorie count of six Chicken McNuggets is 310 calories.
The fourth meal was the Chicken Caesar Salad with Warm Chicken McGrill. It
comes in a round plastic container. The salad has fresh lettuce seasoned with white
chicken strips, croutons, and grated cheese. When customers see this assortment of
ingredients they are keen to try the food to see what the salad tastes like. When customers
hear the name ‘salad,’ they immediately have a strong impression of healthy eating.
Customers are keen to purchase a product that serves great benefit to their health (ex: no
fatty oil or highly processed food). As well, this salad isn’t a plain Caesar salad;
McDonald’s has added in grilled chicken strips for enhanced flavour and creativity to the
meal. As well, eating a plain Caesar salad may not be enough to fulfill one’s appetite.
Therefore when people see the addition of grilled chicken strip, they know the meal will
give them more nutrition as well as satisfying their hunger. More importantly, the
ingredients are natural and healthy.
The salad has a transparent lid and black base. The black base is for the food to
look sophisticated and professional. Meanwhile, the transparent lid is for customers to see
their food inside and be tempted to try the product. Salads are aimed towards older
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groups such as teenagers, young adults, and mid-adults. This is because these groups are
generally more concerned with their health and image. Therefore, they will pick meals
that are nutritious and natural, especially if they have weight or health problems. The
calorie count of the Chicken Caesar Salad with Warm Chicken McGrill is 290 calories.
Claire’s final meal at McDonald’s was the Filet-O-Fish. It is packaged in a paper
wrapper. The Filet-O-Fish has a cooked fish layered with cheese and tartar sauce, while
sandwiched between two white buns. When customers hear seafood names such as fish,
they believe it is much healthier than burgers or deep fried food. As well, adding the
word ‘Filet’ in front of fish makes the meal sound more sophisticated and high quality.
The paper wrapper has the meal name and McDonald’s logo printed all over. This
meal appeals mainly to older groups, especially for those who enjoy seafood and/or
interested in healthy ingredients. A Filet-O-Fish contains 410 calories.
The final fast food restaurant that Claire visited was Tim Hortons. Her first meal
there was the Turkey Breast Sandwich (White or Whole Wheat Bread) for $3.99. It
comes packaged in a paper wrapping. The ‘Turkey Breast Sandwich’ can be chosen
between white bread or a healthier whole wheat bun. The sandwich is layered with many
fillings, turkey breast, lettuce and tomato, therefore very high quality looking. Customers
can tell, the sandwich personnel put a lot of care into making the sandwich. As well, the
sandwich is cut in half so people can eat it more easily without making a mess, or they
can eat the other half later. The name Turkey Breast Sandwich is intended to sound
personal and home-like to customers. The sandwich is a typical food that many people
would make at home, except that at Tim Horton’s they use their own ingredients.
Therefore, customers would purchase this product because they are familiar with this
food and they know they will enjoy it. The food choice is not an extreme which may
leave an unfavourable impression. Furthermore, sandwiches are viewed as a healthy food
due to the vegetables and ham inside; the meal content is not fried or highly processed.
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The paper wrapping has Tim Horton’s logo printed all over; therefore, customers
know that they are eating the restaurant’s meal. Tim Horton’s always place their wrapped
sandwich inside another Tim Horton’s bag even if the customer is eating in the
restaurant, not taking out. This shows Tim Horton wants their food to reflect a
professional look. Just as certain retail stores wrap purchased clothes in tissue paper, then
place it in a nice bag for the customer to carry out, Tim Horton’s exude this care and
professionalism as well. Retail stores do not hand clothes in just tissue paper, this same
idea Tim Horton’s is following. The restaurant wants their food to look presentable in the
customer’s hands. This sandwich is aimed towards all ages. It is very healthy and has a
high quality appearance that everyone can appreciate. People know that their food was
made with care and with top quality ingredients. The Turkey Breast contains 390
Calories.
Claire’s second meal was a donut, costing $0.80. Its packaging is the Tim
Horton’s mini paper bag. Donuts are a Tim Horton’s specialty. The donuts come in a
variety of sizes, shapes, and colour. There are plain donuts that appear healthier than the
chocolate donuts or the Boston Cream donut that has a cream filling inside, raspberry
chocolate donut, and the sugary Honey Crueler. Each donut has their unique feature and
taste. When customers see the name donut, they immediately visualize biting into the
sugary frosting or cream filling. They know that eating the donut will allow them to
escape from reality for a few moments. Thus people would purchase this product just to
enjoy the brief minutes of complete bliss and relaxation away from their troubles and
stresses in life.
Donuts are placed in a brown paper bag with Tim Horton’s logo printed on it.
This gives a professional and sanitary image to customers. Donuts appeals to all types of
people. For children, they are an all-time favourite snack; for adults, donuts taste great
with a cup of coffee or tea. The average amount of calories in a donut is 269.
The next item that Claire examined was the Timbits. The price is $2.25 for 20.
They come packaged in a Tim Horton’s box. Timbits are basically mini donuts. They are
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very easy to handle and do not create a huge mess. Unlike donuts, which can sometimes
be overwhelming in size, Timbits are very tiny and allow the customer to control how
much they eat.
The packaging is very unique because although it is rectangular in shape, it has a
handle at the top so you can hold it. The box is yellow with assorted mini timbit pictures
decorated all over the box. Customers view the packaging as very fun and lively. They
are able to see all the different types of timbits Tim Hortons offer and may next time try
one on the box that they may not have known about or experienced before. Timbits are
popular among all age groups. The product has a very fun nature and great for friends,
family, work meetings, or parties. It is a great way to share with others or indulge by
yourself. As well, customers pay a very cheap price for a large quantity of timbits. The
calories in a box of Timbits are:
Timbits 63* x 20 Æ1260 Calories
* Based on average calories for timbits
Claire’s next meal at Tim Horton’s was the Chili Combo (Chili Soup and Garlic
Bread) for $3.99. It comes packaged in a Styrofoam soup cup, paper wrapping, and Tim
Horton’s bag. The chili has many ingredients inside, such as kidney beans, ground meat,
peas. Customers know they are receiving high quality chili soup and are paying their
money’s worth. As well, garlic bread comes along with the soup. The garlic bread is well
toasted and has butter and garlic spread inside.
The soup is ladled into a Styrofoam soup cup that has the Tim Horton’s logo
printed across the mid section. This extra detail makes the cup look more high quality and
professional than compared with a plain white Styrofoam cup. The garlic bread is
wrapped in paper with the Tim Horton’s logo printed all over. This combo is mainly
aimed towards teenagers, young adults, and mid-adults. Chili may be less appealing to
children especially if they do not like a particular ingredient inside. The calorie count of
the meal is as follows:
Chili Soup Æ300 Cal
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Garlic Bread* Æ 235 Cal
Total Calories Æ 535 Calories
* Based on average calories of whole wheat and white bread.
Claire’s final meal from Tim Horton’s was the soup, costing $2.49. It comes in a
Styrofoam soup cup. There are many types of soup that Tim Horton’s serves everyday.
Customers enjoy the selection as there will always be one that is their favourite. The soup
is served warm and contains many ingredients so customers know they are paying their
money’s worth. When customers see the name chili, they immediately think of Spanish
countries with their lively and exotic culture. Therefore people would purchase this food
for the oriental and adventurous feel.
The soup is ladled in a Styrofoam soup cup with Tim Horton’s logo printed
around the mid section. The logo print makes the soup cup look more professional and
high quality than just a plain Styrofoam soup cup. Customers can tell their soup cup is
not mindlessly bought from a dollar store in bulk, but from a real manufacturing
company. Soup is popular among all age groups as the image is associated with warmth
and healing. This is especially true if the customer is from a cold region in Canada. The
average amount of calories in a Tim Horton’s soup is 168.
42
Summatives
Organic Foods
Organic food is an expanding category of food. Its health benefits are finding
consumers across the spectrum of generations. Organic food is not only for the healthconscious,
environmentconscious or natureconscious; the
products are seeping
their way in through
a fast-growing mode
among North
Figure 5: Selected Our Compliments organic brand products.
Americans. Many
parents prefer to feed their children organic foods as well. Though these products are
priced higher than non-organic foods, parents are willing to spend extra cash on items
such as baby food and animal cookies for their children. The food varieties are no
different than those of non-organic foods; there are organic snacks such as chips and
organic convenient dishes such as pizza. Many organic products carry the kosher
certification, this is a culture sensitive feature in order to vend to different consumers.
Kosher can be consumed by people of the Jewish as well as the Muslim faith. Therefore,
organic food companies are targeting consumers from all age groups, and many culture
groups.
Genetically modified foods, pesticides, animal growth hormones are raising
awareness for some of today’s consumers. Eating natural is encouraged in our society,
but not at the stake of elevating the numbers on our grocery bills. Family farms, and
small companies are benefiting from this organic consumption trend. Their products are
aimed at the audience through the exploitation of the utmost natural and healthy. Among
all the organic food products analyzed, there has been a commentary on the packaging or
the website about the company and their dedication to growing foods naturally.
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Many of us despise walking throughout the supermarket for the items on our
shopping lists. When organic foods have their own aisle in the supermarket, it is easy for
a shopper to end up buying a number of organic products when they wanted to purchase
just one. The organic foods aisle is convenient because of the range of foods shelved.
There is also a refrigerated section to the aisle, so that it can accommodate frozen organic
foods. The unique location and structure of this aisle brings about exclusivity, making the
aisle stand out. Some specialty stores are dedicated to organic foods only. These stores
give a greater variety to consumers so that they can be able to choose between brands.
President’s Choice and Our Compliments are brands which are sold for cheaper
prices and greater quantities. These companies are now targeting the organic foods
market as well, and thus creating popularity for organic food consumption. For example,
President’s Choice Organic baby cut carrots were selling cheaper than the non-organic
baby cut carrot brand. There would be two advantages to buying this product: the price,
and the fact that it is organic.
From the organic food artifacts analyzed, there is much emphasis on health.
Labels which represent cholesterol awareness and heart disease prevention are seen on
most organic food products. Healthy foods – that is, those that are low in sodium and fat and organic foods are related in terms of the lifestyle they portray.
The commentary on the packaging and the websites for these products are worded
in a way that the foods seem to be straight from the farm. The factory and production line
details are deleted from the organic food production scene. The reason the advertisers
focus so much on farms and livestock is that they want to keep the consumer thinking
about nature and relate it directly to organic foods.
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Microwaveable Foods
Microwaveable products have been popular for years, but are still continuously
increasing in popularity. These products emphasize convenience to the consumer. Time is
a constraining force that people try to
challenge by attempting to accomplish more
with each minute. Therefore, for many people,
any time spent on cooking or baking is too
much time. This makes pre-prepared meals
seem like an easy answer for their overworked
lives. This type of lifestyle is more common in
North American populations than in European
Figure 6: Michelina’s Fettuccine Alfredo.
ones. Although some people buy such products
because they simply choose not to cook even if
they have the time to do so, the main reason for the growing dependence on these
products is because of the lack of time the consumer has to prepare their own food.
The target audiences these products target are not homogeneous but are rather
very mixed. Age group, culture, health-consciousness, and even personal values are
factors that are all employed within each package to some degree depending on the
audience the producer is targeting. Edgy graphics such as images of graffiti, use of light
colours, and flashy commentary on the packaging are normally associated with products
aimed at youths like McCain Pizza Pockets. However, a more conservative monotonous
background which uses darker colours and less flashy commentary on the packaging, as
used with Schneiders Hot Stuffs, is normally associated for an older and more mature
audience.
Likewise, a company that clearly associates itself with a particular culture is
making a clear statement about the quality of their food. For example, Michelina’s is a
company that even has an Italian sounding name. Italians are well known for keeping
tradition and Michelina’s is well aware of this fact. They incorporate Italian tradition into
45
their packaging by indicating on all of their packages that they uphold traditional recipes
through their logo.
Some companies like Stouffer’s are very well aware of the conscious effort more
people are making in eating healthy by eating light. On top of having their usual looking
packages, Stouffer’s established their Lean Cuisine category which was solely
established for this health conscious market. Although it’s the same company, there are
major differences between Stouffer’s ordinary packages and their Lean Cuisine ones. For
example, the Lean Cuisine packages appear lighter and have the size of the Stouffer’s
name appear much smaller to emphasize the words “Lean Cuisine” compared to the
regular packages.
Lean Cuisine and Weight Watchers, among other companies, affiliate themselves
with respectable associations such as the Canadian Breast Cancer Foundation. By
endorsing such information on their package, it makes the companies seem even more
health-conscious to the public, thereby making them more appealing to their target
audience. Furthermore, these same companies, and others like them, use intelligent
marketing strategies like using certain words in their name, such as Weight Watchers,
Smart Ones, and Lean Cuisine, to emphasize the products’ personal worth and results
such consumers are looking for. Other marketing strategies, such as the size of the image
on the front cover, font style, and font size, were all proven to be effective.
Companies such as Compliments that are vague in focusing their attention on the
four factors mentioned earlier - age group, culture, health consciousness, and personal
values - appear to be most appealing to the indifferent consumer that is looking for the
cheapest price. Although such products may not employ these factors, they still
emphasize convenience in their packaging by appearing simplistic. However, the
simplistic nature, i.e. no commentary, of their packaging suggests a lower quality product
which was simply designed to satisfy one’s needs, such as hunger, rather than desires,
such as luxury.
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Fast Foods
One technique fast food restaurants use to gain greater profit is to present their
combo meals as more cost-effective than individual
products. Thus, when entering a fast food restaurant
customers are always greeted with the resplendent
pictures of combo meals on the menu board while
individual products, like a cheeseburger, are shown
beside in tiny writing. When customers do compare
prices of the individual product to the combo meal,
Figure 7: A Tim Hortons
restaurant.
they notice that the price difference is usually only a
dollar. Therefore, a combo meal appears more
affordable since it comes with fries or a side dish and a refreshing drink as well.
The difference between the three fast food joints is that KFC has a stronger family
oriented feel than McDonald’s and Tim Horton’s. KFC is famous for its chicken and the
food usually requires using all fingers to eat it. Since the chicken can be greasy at times
due to the oil it has been fried in, a large mess can be created if people do not properly sit
down to eat the food. Consequently, KFC’s menus are more oriented towards family
settings or gatherings where people can relax and enjoy their meal. For McDonald’s, they
are more famous for their burgers, which is quick and easy to eat. The restaurant’s
burgers are more convenient because it can be eaten on the go whether in the car or
walking to a destination. There is no big mess created and the garbage can be easily
thrown out. Consequently, this is especially popular among busy people such as business
workers, working families, university students, truck drivers, etc. However, like KFC,
McDonald’s meals can also be eaten in a family oriented setting. Thus, McDonald’s
enables customers to have many options on how they will consume their meals, whether
on the go or sitting down with family and friends.
For Tim Horton’s, their meals needs to be eaten sitting down due to the soup and
sandwich combo. People who are driving or walking cannot drink their soup in such as
active state. However, for those in a hurry, they can opt to order the sandwich, coffee,
47
and donut combo. This meal can be easily eaten on the go. Tim Horton’s food appeal
exudes a more relaxing and enjoyable feel due to their specialty in soup, coffee, and
donuts. When customers think of drinking a warm hearty soup, a fresh cup of steaming
coffee, or indulge in a mouth watering donut they relate these food names to comfort and
enjoyment. Thus unlike KFC and McDonald’s, Tim Horton’s menu specializes in a more
personal and home-like atmosphere.
While these fast food restaurants are brilliant in their rhetorical image, for the past
few years, a controversial issue has risen from food boards and health-conscious
consumers across North America: How healthy are fast food restaurants? Looking at the
nutritional value of these restaurants, the calorie intake for a meal is astonishing. In a
Happy Meal, a small size fries has 230 calories alone, while the small cheeseburger has
300 calories. Even with a drink such as apple juice, which is considerably healthier, the
entire meal contains 610 calories for a child. If a soft drink was replaced for the apple
juice, the meal would amount to almost 900 calories! As a result, many people are
worried about the ingredients used in these fast food restaurants. With obesity becoming
a major phenomenon in North America, many people turn towards fast food restaurants
as the main contributor. According to the Centers for Disease Control and Prevention
“two of every three adults, and more than one in six children and adolescents are
considered overweight or obese” (CNN.com). This creates many health problems such as
diabetes, heart diseases, and respiratory problems. As well, the National Institutes of
Health states that “average life expectancy could decline by nearly five years if the rising
rates of obesity cannot be curbed” (CNN.com).
With fast food restaurants hot on the target, they are trying to find healthier ways
of cooking their food such as using oil with less trans-fat and introducing healthier menus
such as McDonald’s Chicken Caesar Salad with Chicken McGrill. Recently, many fast
food restaurants have started a new image of healthy eating with new lines of low-carb
meals. This new rhetorical appeal shows the change fast food restaurants are launching to
match the health-conscious trend society has adopted. In the meantime, fast food
restaurants are still a popular and easy option for busy families and workers.
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Discussion
At the beginning of the twenty-first century, three types of food dominate the
market. Fast food, microwaveable foods, and organics are the most popular choices for
consumers today. In a considered analysis of these seemingly dissimilar groups, several
connections were found between each. Their ubiquity is due to several common issues,
which include health concerns, pricing, and the targeting of specific audiences.
All three types of food are promoted as being good for your health. Organic food
is produced without using conventional pesticides, fertilizers made with synthetic
ingredients or sewage sludge, bioengineering, or ionizing radiation. ("Organic Food
Standards And Labels”) Many people believe the use of these practices may be harmful.
Pesticides alone are believed to contribute to problems as varied as cancer and birth
defects. As more information about the negative effects of non-organic foods becomes
public, more people are beginning to buy organic foods. Microwaveable foods have not
traditionally been thought of as healthy. However, with the current popular preoccupation
with well-being, a new generation of microwaveable foods is trying to be seen as good
for your health. From Stouffer’s “Lean Cuisine” brand to Weight Watcher’s Canadian
Breast Cancer Foundation endorsements, companies want to be perceived as healthy.
Whether or not they actually are is a matter of debate. Fast foods are also attempting to
improve their image. Though their older menus are calorie-heavy and fat-laden, new
offerings such as the three entrée-sized salads that McDonald’s introduced in 2003 are
not nearly as detrimental to health. Restaurants are also finding healthier ways of cooking
their food, such as frying fries in vegetable oil instead of beef fat. All of these changes
are because of the public desire to eat healthier and live longer.
For many years, the public has been getting more and more concerned and aware
of nutrition and of the way that they are eating. The health food craze may have begun in
1962 with the release of Rachel Carson’s book Silent Spring. It drew attention to the
effect of pesticides and herbicides in humans’ diets. Also contributing to the craze is the
obesity epidemic in North American populations. Between 1970and 1998, the proportion
49
of Canadian adults considered overweight or obese increased from 40.0% to 50.7%.
(Starky) To combat the trend, diet books proliferate, each with their own pseudoscientific
method for losing weight. This health food craze is the reason that companies are using
the alleged healthiness of their products as a selling point.
The pricing of all three categories is also one of their main selling points. This
applies mostly to fast food and microwaveable foods, but also to organics. The first two
categories are seen as cheap and convenient. Combo meals and promotions such as
Toonie Two’s Days at Kentucky Fried Chicken further reduce the already-low prices of
fast foods. This makes the products appeal to people who, because of income or a desire
to save their money, want to watch what they are spending on food. Microwavable foods
are also cheap. They may not be as cost-efficient as preparing the foods from scratch
would be, but many people do not feel that they have the time for such activities and
prefer to spend a little bit more money. Depending on what people’s priorities are like,
they may actually see microwavable products as being cheaper than regular food.
Organic foods are not generally thought of as inexpensive, but they can often be the same
cost or cheaper than comparable non-organic foods. In particular, brands such as
President’s Choice and Our Compliments have very reasonable prices. These would be
the most likely to appeal to someone with limited money, the desire to eat healthy food,
and time to prepare their own food.
Price can often be a deciding factor in what foods people choose to buy. In 1996,
17.9% of Canadians lived in poverty. (“Poverty Statistics”) When someone is struggling
to pay his or her rent, he or she does not want to spend a lot of money on luxury food.
Cheap organic, microwavable, and fast foods will be what they choose to buy. Many
other people who are not classified as poor would still rather not spend a lot of money on
food. If they can avoid spending more than they have to, they will do so, especially if the
quality of the food is not compromised. This is what most brands attempt to offer.
Another way in which these categories of food are similar is the way in which
they all target different audiences. Different fast food restaurants and different meals
50
served at each are designed to appeal to various segments of the population. For instance,
at Tim Hortons, the donuts will be more popular with younger people than will the soups,
and Tim Hortons as a whole appeals to a slightly more upper-class group of people than
do McDonald’s or KFC. Microwaveable foods can appeal to different audiences by the
way they are packaged. Bright colours and edgy graphics will catch the attention of
youths, as with McCain Pizza Pockets. Brands that associate themselves with cultures
will attract consumers from that culture. Organic foods have usually appealed most to
people who are health-conscious or concerned about the environment. However, organic
brands have also started to target different audiences with their packaging and their
pricing.
The targeting of specific audiences is effective for various reasons. The first is
simple human psychology. People are proud of their identities, and when advertising
acknowledges them they feel validated. This is why companies such as Michelina’s try to
be as Italian as it can be by taking an Italian name and having even the font of their logo
look Italian. Doing these things helps them to attract Italian consumers. Less direct
targeting, such as when companies try to appeal to specific age groups, is effective
because the different ways that people see and respond to different advertising. Flashy
colours may look appealing to younger people but garish and off-putting to their elders.
Lastly, some foods may just be intrinsically more appealing to some groups than others.
For example, junk foods that are high in sugar and fat taste sweet to younger people but
may be too rich for older people, and the youths may also be worrying less about how
many calories they are consuming.
Organic food, microwaveable food, and fast food may seem at first to have little
in common. However, they are similar in that they often promote themselves as being
healthy, have low prices, and market themselves to specific segments of the population.
All of these things help them to sell more products. How honestly they market
themselves is another issue.
Conclusion
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A rhetorical analysis of food in today’s culture brought several interesting pieces
of information to light. Organic food, microwaveable food, and fast food were analyzed
as symbols of the trends that are pervading North American society. These trends include
healthiness, low prices, and marketing to different audiences. Companies use these
stratagems to sell more and therefore make more profit.
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