Food Advertising
Advertisers have many methods to try to
get you to buy their products.
Lots of times, what they are selling is a
lifestyle or an image, rather than the
product.
Advertising aims at promoting a product or
service by attracting audiences towards
it. Advertising techniques are used to
bring out the unique features of the
product or service in order to make it
look different.
Objectives
To recognize different advertising
techniques
 To understand the qualities of a
good ad
 To create an original ad using the
techniques and the four qualities
of a good ad
 To think critically about how ads
are created and how ads target
teenagers

Four qualities that make up a good ad:
1. Attracts attention: attractive COLORS,
BOLD HEADINGS, and pictures
2. Arouses interest: good word choice
3. Creates desire: uses propaganda
techniques to make you believe you want
it or need it
4. Causes action: gets results. Sells the
product to
the targeted audience

Testimonial: the endorsement of a product
by a well-known person or organization.
Transfer: relating the qualities of one idea to those of
another.
Plain folks

The suggestion that the
product is a practical
product of good value
for ordinary people e.g.
a cereal manufacturer
shows an ordinary
family sitting down to
breakfast and enjoying
their product.
Bandwagon: The suggestion that everyone is doing
it.
Snob Appeal: The association of a product
with a desirable life.
Facts and Figures: The implication that figures and
statistics prove a point beyond dispute.

e.g. a car
manufacturer
quotes the amount
of time it takes
their car to get
from 0 to 100
k.p.h.
Hidden Fears:


Exploitation of an
individual’s fears and
insecurities.
Suggests that user is
safe from some
danger.
Repetition

Repetition is used
in advertising as a
way to keep a
brand or product
in the forefront of
consumer's minds.
Magic: the implication that a product’s effectiveness
or benefits are scientifically based.
two tablespoons of
cauliflower, yet it
contains
12% more saturated fat
9% more sodium
12% more sugar
4% less protein
Weasel words:
Use of vague qualifiers and or disclaimers to mislead the
consumer to think the product is better than it is.
It makes you better:
PowerBar: “Increase Your Performance“
Consider the
discrepancy
between what the
ad promotes and
what you actually
get:
Wendy's Chicken Club
KFC Famous Bowl


KFC Famous Bowl
Subway six-inch turkey breast and
ham sub

Wendy's Southwest Taco Salad
Wendy's Chicken Club
McDonald's Big Mac
Taco Bell Nachos Bell Grande

Sources:

http://www.dirjournal.com/shoppin
g-journal/food-advertisementswhat-makes-us-buy-it/
•http://thewvsr.com/adsvsreality.htm
Food Stylist reveals some tricks in Food Advertising
Questions to consider before watching the clip:
1. What do you think a “makeup artist" for food might do?
2. Why does food need to be made-up for television?
3. What is a “close up”?
4. What role does music play in this segment?
5. What do the words "star" and "sugary" mean in this context?
6. What role does the camera angle play? (notice when she says "shoot
our star from the front")
7. What is "wardrobe"? What does it mean to a food stylist?
8. Why does a burger need to make a "good impression"?
9. What does "supporting cast" mean in this context?
https://www.youtube.com/watch?v=XrZFM2nvLXA
http://www.youtube.com/watch?v=AwguD9ac-5A
http://www.youtube.com/watch?v=5Jlv1c-3JeM