Influence Of Advertising In Food Advertising

Food Advertising is Feeding Gender Stereotypes “Two double cheese burgers please!” “One salad please.” When we hear these two orders in a restaurant or a fast food shop, we always consider that the former customer is a man and the latter one is a woman. Although it is absolutely normal that men and women eat together and have the same food on the table, they always have their own different preferences. For example, in “Men Eat Meat, Women Eat Chocolate: How Food Gets Gendered”, Riddhi Shah describes that boys show a clear preference for sugary, fatty food and meat while girls are more willing to eat chocolate, fruits and vegetables. In addition, she states that the reasons why food becomes stereotypically identified with gender include evolution, hormones, culture and so on. As a matter of fact, around the world, there is a rich history of advertisements that make food gendered. If you are a man, advertisers

For example, there is a chocolate brand named Yorkie. In the early time, on the package of Yorkie, there is a slogan-“Not for Girls.” Moreover, the previous Yorkie advertisements made in the 70s even show that “Yorkie is chunky. Men like stuff that’s chunky.” Absolutely, the advertisers of Yorkie tend to focus on men’s marketing. If girls see this advertisement, they definitely will not buy this chocolate. Therefore, in their perceptions, this chocolate is only for men. Similarly, there is a cereal named Special K. On the package of this cereal, there is the slogan: “Ladies, eat this and you’ll drop a pant size.” This advertisement does not mention that males can drop a pant size if they eat this. However, when people see this kind of advertisement, they become aware that this cereal is only for ladies. Therefore, the food advertisements which point out gender in their slogan make food