Food advertisement: a great way that show the food culture and value

  Because our world developed rapidly and stably, nowadays, food advertisements are presented in so many different ways, for example: on the newspapers, through the internet, on the television, and so on. The design of each advertisement is different as well. From colors to shapes, from sizes to styles, each advertisement is amazing and unique. But whatever the advertisements are, they all have the same purpose, or what we called exigence, to attract the consumers attentions in order to sell their products. However, the audience of each advertisement is different. Every advertisement only appeals to group of people but not everyone. For instance, the meat advertisement only appeals to the people who enjoy eating meat, but for vegetarians, the meat advertisement is useless. Although the food advertisements have the advantages, there is still a limitation. Food advertisements can be noticed only when people are reading newspaper, using internet, or watching television. So the probability is not 100 percent. Besides the exigence, audience, and limitation, the food advertisements also represent the food culture and value of a country. In order to prove my pinot of view, I will compare two different kinds of food advertisements from America to show the American food culture and value.

  The first advertisement is a image describes the Subway’s sandwiches. In this advertisement, the designer uses green as the color of the background and put the price and size of the sandwiches on the left top. On the opposite side, the image says the every day value of the Subway’s sandwiches. Under the price and size, there is a sentence: “endless fresh creations” and below this sentence are the ingredients of the sandwiches. On the right side of the image, the designer put some pictures of the real sandwiches and the ingredients of the sandwiches. From my perspective, each element has its own importance. As we all know, the Subway is a fast food  restaurant, so it appeals to the working people who have no time to cook, or appeals to the middle-lower class people because the price of the sandwich is not very expensive, only $5 per footlong sandwich. The every day value proves that the value of each sandwich is great. The sentence “endless fresh creations” means the American people like the fresh food while the pictures of the real sandwiches and the ingredients show that the American people like the tasty food. The color of the back ground is green, which represents that the health food is also a kind of food that the American people consider about. So the Subway advertisement claims that the American food culture and value is the fresh food, tasty and healthy food, and also the value of food.

  Compare to the first advertisement, the second one is totally different. It is a video talk about the Ben & Jerry’s frozen yogurt. The advertisement uses the blue sky and white clouds as the back ground, and some cows stand on the green ground. Then the advertisement says the frozen yogurt contains the chocolate fish, caramel, and marshmallows. In the bottom of the whole screen, there is a sentence: “Phish Food Frozen Yogurt Dessert, 60% less fat than Phish Food Ice Cream”. In the end of the video advertisement, it says: “if you taste the frozen yogurt, your smile may be a little bigger.” This advertisement is really interesting so that I saw it several times. The blue sky, the white clouds, the cute cows, and the green ground remind me of my childhood, so I believe this advertisement appeals to the children. In addition, because the video shows the key words “less fat” all the time, so it also appeals to the people who are on diet or do not like fat and calories. The ingredients of the frozen yogurt try to tell the consumers that how tasty the frozen yogurt is while the bigger smile is a symbol that the frozen yogurt will be the comfort food that makes people smile. From this advertisement, we can draw a conclusion that the American food culture and value is the healthy, tasty, fat –free food and also the comfort food.

  Although these two advertisements represent two different kinds of food, they still have some similarities. Both of these two advertisements talk about the healthy and tasty food in different way, so I believe that the taste and health may be the first thing American people consider about when they choosing the food. However, the difference between the first advertisement and second one is that the first one mentions the freshness and value of the food while the second one mentions the fat-free food and the comfort food. These are also important factors for American people to consider. So studying the food advertising is good for the food companies to improve their own advertisements because the food advertisement is a really great way that show the food culture and value of a country.