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Summary: The Food Advertising Industry

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The food advertising industry is a very suitable wing of advertisement to look into how cultural values are used, because it is more likely to be adapted to local values compared to other industries (Cheong, 2010). Despite this and the fact that a large amount of money is spend on food advertising every year, there has not been a lot of research done that provided considerable insights. Most of the researches were rather descriptive in their outcomes (Cheong, 2010). During the past years, there have been some meaningful researches, however, it remains difficult to find specific and applicable information about this topic.
Concerning what values have already been determined to be preferred by the American consumer, Cheong et al. found out that …show more content…

I will send out two sets of online surveys, using the software provided by Qualtrics to design and distribute them online. The first set of surveys will be designed for Dutch consumers and will include print advertisements in Dutch. The second set, created for the American consumer, will include English advertisements. Both of the surveys will start off with a number of general questions, in order to map the demographics of the participants. These demographics consist of name, age, ethnicity and educational level, these variables will be used to find any relations between the survey results and the backgrounds of the participants afterwards. After these questions, the participants will be asked to choose the most appealing print food advertisement out of two presented ones. This choice will be presented to them multiple times, to ensure the survey results in a complete and correct representation of their preferences. Each pair of advertisements will display product that are from the same product group, such as drinks or sweet snacks. Therefore, the participant will not be influenced by his or her personal liking or disliking of a particular product and the survey is truly about in what way the product is presented. This manner of presentation namely differs across the two advertisements, whereas one should appeal to a consumer’s social values while the other concerns the nutritional values of a product. In order to ensure that the advertisement are put into the correct category, they will be coded using the 34 advertising appeals created by Pollay (1983). This coding scheme is widely used and respected. For the social values, the following codes will be used: traditional, leisure (play) and belong (belong). Regarding the nutritional promotion, the values nature, productivity (work) and healthy (fit) will be used (Pollay, 1983). For an advertisement

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