Search The Web For Contemporary Marketing Or Brand Image
Search The Web For A Contemporary Marketing Or Brand Image For A Speci
Search the web for a contemporary marketing or brand image for a specific food. This could be an advertisement, an image from a container, and even a short promotional video (like a commercial). Please select something you find to be interesting, thought provoking, and perhaps relevant to some key ideas in the class so far. This does NOT have to be something posted in the US or Europe. I encourage you to think globally.
Once you have your short video/commercial, please prepare an interpretation of the image with these questions in mind. You must select ONE of the learning objectives in your book on and use that objective as a framework for your interpretation. It’s important that you actually read the textbook in order to understand the full meaning of the learning objective. For example, “Identify the cultural construction of edibility and how food conveys meaning and value.”
POST your image or video (the actual image in a small size format is ideal OR a link to the video web site). After that, you will include your 4-5 sentence (100 words minimum) interpretation.
Paper For Above instruction
Introduction
In today’s interconnected world, food marketing plays a crucial role in shaping consumer perceptions and cultural values globally. A recent example I selected is a commercial advertising a traditional Japanese snack called "Wasabi Peas," produced by a popular Asian food brand. The commercial emphasizes health benefits, natural ingredients, and authentic Japanese culture. This advertisement reflects how food marketing can communicate cultural identity while appealing to global health-conscious consumers. For this analysis, I will use the learning objective: "Identify the cultural construction of edibility and how food conveys meaning and value."
Description of the Image/Video
The commercial features vibrant images of green wasabi peas being prepared and packaged. It highlights their spicy flavor and natural ingredients through close-up shots and traditional Japanese elements such as wooden bowls and calligraphy-style text. The voice-over narrates the health benefits of the snack, emphasizing its low fat and high protein content, while scenes of Japanese landscapes and cultural symbols reinforce authenticity and tradition. The advertisement aims to position wasabi peas not only as a tasty snack but also as a product embedded with cultural significance and health value.
Interpretation Using the Selected Learning Objective
This commercial illustrates how the cultural construction of edibility influences consumer perceptions of food. The use of traditional Japanese imagery and language constructs wasabi peas as authentic, natural, and healthy, resonating with cultural ideas of purity and health linked to Japanese cuisine. The advertisement conveys that this snack is more than just food; it embodies cultural identity and values related to naturalness and wellness. The emphasis on traditional elements positions the product within a cultural narrative of authenticity, elevating its perceived edibility and intrinsic worth beyond mere flavor or convenience. This reflects how food can carry cultural meaning, serving as a symbol of national identity and health consciousness.
Conclusion
Overall, this marketing image demonstrates the power of cultural symbols in shaping perceptions of food’s value and edibility. It highlights that food advertising is not just about taste but also about conveying deeper cultural messages and building brand identity through cultural authenticity. Understanding these constructions helps consumers connect with food products on a cultural level, influencing their choice and consumption patterns.
References
- Douglas, M. (1966). Purity and Danger: An Analysis of Concepts of Pollution and Taboo. Routledge.
- Counihan, C., & Van Esterik, P. (2013). Food and Culture: A Reader. Routledge.
- Mintz, S. (1985). Sweetness and Power: The Place of Sugar in Modern History. Penguin Books.
- Willis, K. (2005). Learning to Labour: How Working Class Kids Get Working Class Jobs. Routledge.
- Stein, M. (2008). Food and Culture: A Reader. Oxford University Press.