Dayuan Zhao
WRIT-1133 MWF 12-2
Prof. Eric Leake
04/03/12
According
to
Joshua Freedman and Dan Jurafsky’s article, "Authenticity in
America: Class Distinctions in Potato Chip Advertising", food is a significant
signal of consumers. Joshua Freedman and Dan Jurafsky use twelve advertisements
of potato chips to illustrate this claim. Advertisement is the most common way
to realize a type of food. Different classes of people are interested in
different aspects of the advertisement.
When
the manufacturers want to sell more expensive potato chips, they always use
more complicated words to introduce the product. This kind of marketing
strategy produced by the upper class does not pay attention to the prize;
instead, they always emphasis on factors of natural, healthy, and not
artificial or processed. “The fact that expensive chip advertising is full of
comparison (less fat, finest potatoes) and negation (not, no, never, don’t, won’t)
suggests that at least one important goal of the image of upper-class food
tastes promulgated by food advertising in contemporary America is to distance
the upper classes from lower socioeconomic classes and their tastes.” (53) Because
of the low income, the lower classes concern more about potato chips’ prize. The
article mentions about higher mortality rates has been found in last 100 years
in the worldwide lower classes.
The
advertisements are attempted to extend the distance between upper class and
lower class, thereby positioning different audience groups by providing different
prices.
(PS: This is the worst potato chips advertisement in the whole world.)
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