Advertising has existed since 3000 BCE, at this time shop owners in ancient Babylon hung outdoor signs that were etched in stone and wood so that customers could spot their stores. In the Egyptian society merchants hired town criers to walk through the streets to encourage customers to come to the store, announcing the arrival of ships and the new goods that the ships carried. However in 2016 advertising has a brand new twist on things that essentially does the same thing as town criers. They promote the benefits and attributes of products. Health advocates have observed the prevalence of advertising for foods that have little to no health benefits on our youth today.
Food advertising usually uses conventional persuasive strategies such as the celebrity testimonials, reviews from existing consumers and the bandwagon effect to attract and maintain customers. The most well-known advertisement pertaining to food would be the Got Milk? campaign. This persuasive strategy in food advertising is where the product is endorsed by well-known persons. The list the ambassadors for this campaign are endless; Taylor Swift, Naomi Campbell, Dr. Phil, Rihanna and as of recently Kim Kardashian and Beyonce. Got Milk? is known for their high profile testimonials of the product.
Some ad agencies and food manufactures tend to go a different route by using the opinions from regular people. This style of advertising in the food industry associates the product with simplicity and everyday use. Over the years Cheerios, Subway and Nestle have all used this approach to attract their customers. Cheerios usually uses a family oriented fashion and only recently released a very controversial campaign that showed a gay Caucasian couple and their black daughter indulging in an enticing bowl of Cheerios cereal. This ad is used to entice people of all walks of life, therefore embracing the fact that the world is forever evolving.
Another advertising approach used in food is the bandwagon effect approach. This is when advertisers claims that everyone is using a specific product and you should too. Food items that include “America’s favourite” or “the best” are using the bandwagon effect. For instance Oreos, Oreos since I was a toddler which was many moons ago, marketed themselves as America’s favourite cookie. This style of marketing has given the impression to everyone living in America that this cookie is what majority if not all of your peers are indulging in.