Abstract:
Nowadays, we live in a world were we are more often confronted with online advertisements of unhealthy food products rather than advertisements depicting healthy food. Unhealthy foods are presented in such a way that consumers assign taste to these products. This is often achieved through the use of “tasty” language. This study wonders whether this type of language can be applied to healthy food advertisements as well. It focuses on which type of language in an ad, as well as a visual cue, works best for consumers in order to find the advertisements desirable, persuasive, and credible. Here, we believe that it is particularly important to focus on how to present healthy food in print advertisements. The study measured the effect of language and visual cueing by means of an online questionnaire in which participants were exposed to healthy food ads.
