P3: Read Freedman
and Jurafsky. Explain the connections you see them making between food,
language, and culture. What do you find most interesting in their analysis of
potato chip advertising? Beyond potato chips, where else can you imagine
applying their method of food advertising analysis and what do you think you’d
find?
The
connections that Freedman and Jurafsky make between food, language and culture
are that the vocabulary and metaphors that are used to advertise food are
related to the target audience. The manner in which text is used in
advertisement has a lot to say about different classes and represent a variety
of class identities. In particular, Freedman and Jurafsky have done some
research on how factors such as education and health affect how advertisements
are used to attract people across socioeconomic statuses.
One
of the most interesting things that I found in the Freedman and Jurafsky’s
analysis of potato chips was how authenticity was defined for expensive versus
inexpensive chips. It was interesting to hear that for the expensive chips,
naturalness and emphasis on ingredients were mentioned to try and construct a
sense of authenticity. On the other hand, inexpensive potato chips mentioned
more often stories of its history and locality. The differences that are seen
between how these two types of potato chips are advertised says a lot about the
people that buy these chips. The manner in which language is used in
advertisements contains a lot of information about the values that people hold
dear. For instance, I came to learn that the reason that expensive chips tend
to have more descriptions about being natural and contain fresh ingredients is
because the upper class tends to cherish and care about things that are natural
and nonartificial. For the lower/working class history and family tradition are
values that are important to them and thus create as sense of authenticity for
them. Thus the main issue here is authenticity and how our own personal values
affect how we live our live, from something as big as choosing our career paths
to something as small as choosing what potato chips we want to eat.
Based
on their method of food advertisement analysis, another type of food that I
think would display similar results would be cereal. In any supermarket there
are always a variety of cereal to choose from and many of them try to attract
different people. The main groups I can see are adults and children. Children’s
cereal is always more colorful and vibrant and always talk about having a great
taste while the “adult” cereal always talks about having certain vitamins or
more fiber and appeal to being part of a healthier breakfast/meal. These types
of differences are all around us, and goes to show just how important language
is in advertisement as well having significance in social distinctions.