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I can understand how advertising and the media are used to influence consumers (HWB 2-37a).

Learning Intention

CfE

I can identify strategies used in food advertising and the media and how this can influence what we choose to eat.

Success Criteria

Aim

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Statement 2

Sub statement

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Food advertising is everywhere!�We can see food being advertised:

on TV;
in our High Streets;
on social media;
on the internet;
in magazines and newspapers.

As consumers, the choices we make when we are shopping depend on where we come from, our age, what we can afford and other factors from our lives. However, we are also influenced by advertising and marketing - even when we don’t �realise this is happening!

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How do companies persuade us to buy their products? What advertising and marketing strategies do they use?

Celebrity endorsement

Have you ever wanted to try a product because you’ve seen a celebrity promoting it?

Using popular cartoon characters

A product linked to a popular cartoon character can persuade consumers, especially children, to buy it.

Catchy jingles

Songs or theme tunes that people remember mean they might buy �the product.

Freebies

Free toys with a product, aimed at children, mean that parents will often feel pressured into buying it.

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Here are some more strategies used to sell products:

Colourful packaging

If something looks attractive then the consumer will think it will taste better.

Slogans and logos

An easily remembered slogan and a distinctive logo can make a product popular.

Promoting a lifestyle

If the people in an advert look good, are healthy and strong and seem to have the kind of life the consumer might like, then they will want to buy that product.

Bargains

Who doesn’t love a bargain? Products labelled as bargain, buy one get one free or discounted in some way are very popular with shoppers.

Can you think of any food products that use these strategies to advertise and market their products?

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Adverts can be fun to watch but we need to think about their dangers!

Are the products that use these strategies always the healthiest choice?

Health experts are concerned that too many unhealthy choices on a regular basis, can store up serious health problems for us as we grow older.

What do you think? Should products that are not �healthy choices be allowed to use these strategies?

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What you can do to investigate how food advertising and the media can influence what we choose to eat:

Look at different food adverts, think about who they are aimed at and what messages they give. Can you identify any of the marketing strategies �already mentioned?

Have a debate! Should advertising be allowed for �products that are unhealthy? Should food �companies be allowed to make a profit from an �unhealthy product? Are all healthy products as �healthy as they claim?

Design your own advert for a healthy food product. �How will you promote this product to the �consumer? Test out your adverts with an audience.

Look out for the freebies and bargains �strategies being used for food products. �Are these products offering value for money? �Are these products healthy?