The current practices in food advertising: The usage and effectiveness of different advertising claims
Kihan KimMiddle Tennessee State University
Yunjae CheongUniversity of Alabama
Lu ZhengUniversity of Alabama
INTRODUCTION
One of the most fundamental questions advertisers have always asked themselves is: what is it in an advertisement that makes a product so alluring that people are motivated to buy it. Food advertisers are no exception. They have searched for ways to present foods in an irresistible light, highlighting every sensuous detail in close-up images and pouring mouthwatering adjectives into every description. The advertisements emphasise the positive and maximise...