Question

For this assignment, you will critically analyze a contemporary example of food advertising (and food advertisement: print, video, food packaging, social media) with the aim of assessing how the food industry influences nutrition and health. Using a food advertisement of your choice, please answer the following questions:

• What is the product and what type of message does the advertisement seek to convey? Is this message misleading or deceptive in any way?
• Who is the intended audience?
• What are the symbols, metaphors, social or cultural meanings used to persuade the consumer to purchase the product?
• What assumptions are advertisers making when they utilize particular aspects of cultural knowledge?
• What patterns around food behavior or consumption are being prompted? How might this advertisement influence people’s behavior? Are these behaviors positive or negative? (Explain).
• What information about the food is missing in the advertisement?
• What sorts of messages (or assumptions) about gender, race, culture, or social class are being presented?

Answer 1

Answer:                    This question i have to write pointswise,because it's easy to understand you....

• There are so many advertisments which come on television and newspaper related to unhealthy eating especially McDonalds and KFC which obviously attracts immediate attention of children and teenagers.
• The use of bright colours of red and yellow always works for food advertising.
• Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers.
• Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior.
• These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins.
• Foods marketed to children especially chocolates,cereals,munchies,even drinks are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations.
• These food items obviously highlight the fat content and carbohydrates on the package but this is incomplete information provided just to sell the products in the market.
• The heavy marketing of high fat, high sugar foods to this age group can be viewed as exploitative because young children do not understand that commercials are designed to sell products and they do not yet possess the cognitive ability to comprehend or evaluate the advertising.
• There is also a growing trend of fast food vendors in schools. About 20% of US high schools offer brand-name fast foods, such as Pizza Hut, Taco Bell, or Subway.
• Cover Concepts places your brand directly into the hands of kids and teens in a clutter-free environment.
• It includes  McDonalds, Pepsi, Gatorade, Frito Lay, General Mills, Hershey, Keebler, Kellogg's, M&M's, Mars, Kraft/Nabisco, Wrigley and State Fair Corn Dogs.
• McDonald's McSpellit Club rewards perfect scores on spelling tests with coupons for free hamburgers, cheeseburgers, or Chicken McNuggets.
• Local McDonald's restaurants provide schools with coupons redeemable for french fries and soft drinks.
• Food industry-sponsored classroom nutrition education materials are widely available.Examples include the Campbell's Prego Thickness Experiment, Domino's Pizza's Encounter Math: Count on Dominos, and the National Potato Board Count Your Chips.
• The food industry has partnered with toy manufacturers to create toys that advertise food. General Mills last year partnered with Target stores to create a line of children's loungewear based on iconic cereal brands like Trix and Lucky Charms.
• The growing epidemic of childhood overweight and obesity is a major public health concern.
• Currently 15% of US youth are overweight, a prevalence nearly twice as high in children and three times as high in adolescents compared to 1980 prevalence rates.
• Notions about cultural differences are often the basis for international marketing communications as well as global brand management strategies.
• Indeed, the perceived importance of cultural issues has been increasing, fueled by new technologies that allow marketers to reach consumers across country boundaries.
• Marketers are spending increasing amounts of time and effort trying to understand subtle cultural differences. Witness the efforts of Nike, IBM, and Google.

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