Food advertising is all around us, from TV commercials to social media ads. It is a powerful tool used by the food industry to influence our food choices. In fact, research has found that food advertising has a significant impact on what we choose to eat, how much we eat, and how often we eat. This is because food advertisements are designed to appeal to our emotions and desires, which can lead us to make impulsive and often unhealthy food choices.
One of the key ways in which food advertisements influence our food choices is through the use of psychological appeals. These appeals are designed to trigger our emotions and desires to make us crave the advertised product. For example, a commercial for a chocolate bar might use images of melted chocolate and happy people enjoying the product in order to appeal to our emotions, or a packing company may feature its sustainable practices to highlight their social responsibility.
Another way in which food advertisements influence our food choices is through the use of persuasive language. Advertisers use persuasive language to make us believe that their product is superior to others, or that we need it in order to be happy or successful. For example, an advertisement for a fast food burger might use language such as “You deserve a break today” to make us feel like we need to reward ourselves with a treat.
Product placement is another powerful tool used by food advertisers. By featuring their products in movies and TV shows, advertisers can create a subconscious association between their product and the desirable lifestyle portrayed on screen. For example, a scene in which characters are enjoying a particular brand of soda might make viewers associate that brand with the fun and excitement portrayed in the scene. Product placement is particularly effective because it often goes unnoticed by viewers, who may not realize that they are being influenced by the products they see on screen.
Celebrity endorsements are another common tactic used by food advertisers. By featuring a celebrity spokesperson in their advertisements, advertisers can create a sense of trust and familiarity with their product. For example, an advertisement featuring a well-known athlete might make viewers believe that the product is a healthy choice that will help them achieve their fitness goals. This tactic can be especially powerful when the celebrity is someone that the target audience admires or identifies with.
Finally, promotions and discounts are often used by food advertisers to encourage us to buy their products. For example, a fast food restaurant might offer a “value meal” that includes a burger, fries, and a drink for a discounted price. These types of promotions make the product seem like a good deal, which can be a powerful motivator for consumers.
So, how can we protect ourselves from the influence of food advertising? One important step is to become more aware of the tactics used by advertisers. By understanding how advertisers try to influence our choices, we can become more critical consumers and make more informed decisions about what we eat.
Another important step is to try to avoid exposure to food advertisements as much as possible. This can be difficult, as food advertisements are everywhere, but there are some steps we can take. For example, we can choose to watch TV shows and movies that are less likely to feature food advertisements, or we can use ad-blocking software when browsing the internet.
Finally, we can try to retrain our brains to make healthier food choices. This involves consciously choosing to eat healthier foods, even if they are less appealing than less healthy options. Over time, our brains will start to associate healthy foods with positive feelings, making it easier to make healthy choices in the future.
Let’s take a look at some real-world examples of how food advertising influences our food choices:
Fast Food Advertisements: Fast food restaurants are well-known for their advertising campaigns that feature delicious-looking burgers and fries. These advertisements often use persuasive language and psychological appeals to make viewers crave the food being advertised. For example, a recent McDonald’s commercial featured the tagline “Whatever you’re craving
Snack Food Advertisements: Snack food companies also use persuasive language and psychological appeals to make us crave their products. For example, a recent advertisement for Doritos featured the tagline “For the Bold,” which implies that only daring and adventurous people would choose to eat their product. This type of language can make viewers feel like they need to prove something by eating the snack, which can lead to impulsive and unhealthy choices.
Sugary Beverage Advertisements: Beverage companies also use persuasive language and psychological appeals to make us crave their products. For example, a recent Coca-Cola commercial featured the tagline “Taste the Feeling,” which implies that drinking their product will make us feel happy and fulfilled. This type of language can make viewers associate sugary beverages with positive feelings, which can lead to overconsumption and weight gain.
Restaurant Advertisements: Restaurant chains often use promotions and discounts to encourage us to dine at their establishments. For example, a recent Chili’s advertisement featured a promotion for a free dessert with the purchase of an entrée. This type of promotion can make the restaurant seem like a good deal, which can lead to overeating and unhealthy food choices.
Food Packaging: Even the packaging of food products can influence our food choices. For example, a recent study found that food products with green or orange packaging were perceived as healthier than products with red or yellow packaging. This perception can lead consumers to choose products with healthier-looking packaging, even if the actual nutritional content of the product is not significantly different. Thus, top brands have become meticulous from the dielines down to the final appearance of their packaging
Celebrity Endorsements: As mentioned earlier, celebrity endorsements are a common tactic used by food advertisers. One recent example is the partnership between PepsiCo and NBA star LeBron James. The campaign features James promoting PepsiCo products such as Pepsi and Gatorade, which can make viewers associate those products with health and fitness.
In conclusion, food advertising is a powerful tool that can significantly influence our food choices. Advertisers use persuasive language, psychological appeals, product placement, celebrity endorsements, and promotions to make us crave their products and make impulsive and often unhealthy choices. By becoming more aware of these tactics and making a conscious effort to make healthier food choices, we can protect ourselves from the influence of food advertising and make more informed decisions about what we eat.
