Marketing Tools
Broadcast Television Farm2citY will mount an aggressive campaign for broadcast television. Although broadcast television may be much more expensive than cable television; it is able to target consumers more accurately based on psychographic profiles. Farm2citY will purchase advertising time during specific shows; which will enable us to reach our target audiences—as opposed to purchasing a rotator which is cheaper and less focused due to its random programming (Williams, 2003). Farm2city advertising will appear on major networks during prime time and family programming which will provide opportunities to inform parents and children of the benefits of eating organic food products. Farm2city advertising will also be presented
Moreover, this system of mass farming leads to single crop farms, which are ecologically unsafe, and the unnatural treatment of animals (Kingsolver 14). These facts are presented to force the reader to consider their own actions when purchasing their own food because of the huge economic impact that their purchases can have. Kingsolver demonstrates this impact by stating that “every U.S. citizen ate just one meal a week (any meal) composed of locally and organically raised meats and produce, we
In recent years, it is not even necessary to turn on the news to hear about the bad reputation farming has been getting in recent years. What with the media focusing on things like drugs in animals and Pink Slime, or Lean Finely Textured Beef, it is a wonder that people are eating “non-organic” foods. However, many pro-farming organizations having been trying to fight back against these slanders. Still, the battle is not without heavy competition, and a good portion of it comes from Chipotle, a fast food Mexican restaurant that claims to only use completely organic ingredients in their food. Chipotle is constantly introducing advertisements claiming to have the natural ingredients while slandering the name of farmers everywhere. Perhaps the most well-known is “The Scarecrow,” a three minute ad that features some of the most haunting images Chipotle has ever featured. While “The Scarecrow” uses tear-inducing images and the almost eerie music to entice the audience to the company’s “free-range farming” ideals, it lacks substantial logos yet, it still
Check your supermarket, there could be lies on your food, telling you that what you are eating is organic and cared for but most of it is not. The documentary In Organic We Trust by Kip Pastor focuses on organic foods, what they are, how they are grown, and what makes them “organic”. What he finds is shocking and relevant to society today in every way possible. Pastor proves this to the audience by using a strong form of logos throughout the documentary. He conveys it to those watching by using pathos to play on their heart strings, but lacks via ethos to win over the rest of the audience. A great job is done in this film of convincing the audience that Pastor is on their side and fighting for the health of America, even questioning what “organic” actually is.
The taste of the processed chicken from my elementary school cafeteria remains imbedded in my memory. I can still taste the chunks of chicken that could not be broken up by my teeth, and the tired, lazy feeling I had walking back to my next class. This is the exact situation organic farmer and producers are trying to avoid by making healthy products. The documentary, In Organic We Trust, attempts to persuade the viewers that organic products create a healthy lifestyle, and improve living conditions for people all over the world. Kip Pastor’s use of ethos and logos in his documentary are strong and provide supporting evidence, however, Pastor is lacking an abundant amount of pathos. Pastor incorporates logos into his documentary by allowing the audience to experience a multitude of facts and supporting evidence. Ethos is used in the film through Pastor’s interviews with professionals, and pathos is shown by the touching stories of individuals.
Wendell Berry, an environmental activist, cultural critic and a farmer tells consumers to eat “responsibly”. That consumers should realize that eating is an agricultural act. An act that gives us freedom. Meaning that every time we make choices about what we eat and who we purchase from, we are deciding what direction our food system moves. Berry states that to make a change we need to make individual choices to live free. “We cannot be free if our food its sources are controlled by someone else” (2). Berry argues that the average consumer buys available food without any question. That we depend on commercial suppliers, we are influence by advertisements we see on TV and that interfere with our food choices. We buy what other people wants us to buy. We have been controlled by the food industry, and regard eating as just something required for our survival. Berry want consumers to realize we should get an enjoyment from eating and that can only
Food Inc. is a documentary displaying the United States food industry in a negative light by revealing the inhumane, eye opening, worst case scenario processes of commercial farming for large corporate food manufacturing companies. Food Inc. discusses, at length, the changes that society and the audience at home can make to their grocery shopping habits to enable a more sustainable future for all involved.
Our current system of corporate-dominated, industrial-style farming might not resemble the old-fashioned farms of yore, but the modern method of raising food has been a surprisingly long time in the making. That's one of the astonishing revelations found in Christopher D. Cook's "Diet for a Dead Planet: Big Business and the Coming Food Crisis" (2004, 2006, The New Press), which explores in great detail the often unappealing, yet largely unseen, underbelly of today's food production and processing machine. While some of the material will be familiar to those who've read Michael Pollan's "The Omnivore's Dilemma" or Eric Schlosser's "Fast-Food Nation," Cook's work provides many new insights for anyone who's concerned about how and what we eat,
Sandra Steingraber wrote the essay titled, “My Children: The Food Experiment” about her experience as a mother of two children who have never been exposed to any type of advertisements or propaganda regarding commercialized food products. Steingraber and her family moved to a cabin in the woods near Ithaca, New York and when the family arrived at their new home the discovered their television had been stolen. They decided not to replace the television, which did not seem like a conscious decision to not expose their children to advertisement as much as it related to it not being a central part of their current life or lack of finances to replace it. Not replacing the television provided a context clue that this experiment was not planned,
Large food corporations are quite witty in the ways they con Americans today. Michael Pollan, an American author, activist, and professor of journalism eloquently describes this process in “Big Organic,” that demonstrates how large corporate food companies are using the word “organic” to sell their products. Although large corporate ways of selling their vices has vastly changed through the years, one of the most recent changes has happened to major food companies and their usage of the word organic, and their uses of this word on labels and products that are not clearly organic. During my own field research I found that the main grocer that I go to, the Pleasant Hill Price Chopper, items featured items at the front of the supermarket that were all labeled as organic whole foods. An unsuspecting American shopper would pick one of these organic items up thinking everything about it is kosher and well. Pollan explains many situations in his essay where a product may say it is “organic,” but the way these products are made and how the way they raise their livestock should turn a few heads. Pollan also expresses that these products are being advertised as livestock
Commercials make the viewer think about the product being advertised. Because of the amount of television children watch throughout the week, it allows the children to be exposed to the information over and over again. Per year, children are known to view thousands of fast food commercials. On a daily basis, a teen will usually view five advertisements and a child aged six to eleven will see around four advertisements (Burger Battles 4). Businesses use this strategy to “speak directly to children” (Ruskin 3). Although the big businesses in the fast ...
A. A. The “What's So Great About Organic Food?” Time. 176.9 (2010): 30-40. Online.
Millionaire food companies compel and attract customers through advertisements. Wonderful presentations and happy actors on TV are strategically used to state the normality to eat a tempting 2000 calories packed burger. The Advertisements is the secret weapon of the monopoly of these companies. “The processed-food industry should be seen as a public health menace” views by Kelly Brownell, from a Yale University professor of psychology and public health (Moss 3). Today, tobacco advertisements upset the parents of children, but poor diet advertisements are primarily ignored. (Moss
As a little girl I loved watching television shows on Saturday mornings. I’d get upset when a show would proceed to commercial. That is until I watched the shiny new toy being played with by the girl my age and of course the cool new one that came into the happy meal, then I’d forget. After seeing the appealing commercial I’d run to my mom and try to slickly mention it. “You know McDonalds has a new Monster’s Inc. toy in their happy meal. Isn’t that great? “Now I realize that back then I was targeted by big companies to beg my parents for things that I didn’t need or that wasn’t good for me in order to make money. Advertising today is affecting the health of today’s children because they eat the unhealthy foods advertised to them on: television, the internet, and even at school. Therefore, an impassioned discussion of possible solutions has been brewing.
Across America in homes, schools, and businesses, sits advertisers' mass marketing tool, the television, usurping freedoms from children and their parents and changing American culture. Virtually an entire nation has surrendered itself wholesale to a medium for selling. Advertisers, within the constraints of the law, use their thirty-second commercials to target America's youth to be the decision-makers, convincing their parents to buy the advertised toys, foods, drinks, clothes, and other products. Inherent in this targeting, especially of the very young, are the advertisers; fostering the youth's loyalty to brands, creating among the children a loss of individuality and self-sufficiency, denying them the ability to explore and create but instead often encouraging poor health habits. The children demanding advertiser's products are influencing economic hardships in many families today. These children, targeted by advertisers, are so vulnerable to trickery, are so mentally and emotionally unable to understand reality because they lack the cognitive reasoning skills needed to be skeptical of advertisements. Children spend thousands of hours captivated by various advertising tactics and do not understand their subtleties.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.