Hot Topics: Food Advertising

During the day, I am a New York City High School Teacher.  I am a certified Mathematics teacher, but I hit the job jackpot when I found a school that would only hire me if I taught a science course, so as a result I also teach Nutrition as a Science/Health course.  This week, after completing a mini-unit on the nutrition label, I had my students reflect upon six of Michael Pollan’s 64-Food Rules.  The rules can be found in his recently published book... named... uh... “Food Rules.” One of the rules I had them consider was Rule #11: Avoid foods you see advertised on television.

Prior to this activity, I imagined the class acknowledging the candy, cheetos, ice cream, sugary cereals, and fast food commercials playing on repeat during cartoon shows.  I even planned on having  a personal rant/monologue in front of the class about the new High Fructose Corn Syrup (HFCS) commercials, where one mother mentions that products containing HFCS are unhealthy, but then another mother chimes in supporting HFCS.  She declares that HFCS is healthy and natural because it is a product from corn.  In the end, both parties seem convinced and comfortable with giving their children foods with HFCS listed in the ingredients.  Well, if that’s your reasoning, how about packing them a lunch of batteries with a side of shoe polish, while washing it down with a pint of beer? These products also are made with corn.  Anyways, I did not get a chance to stand on my soap box (actually... I think I just came down) because the class discussion went in an entirely different direction.

After the class had a chance for a silent reflection about Rule #11, the majority of my students responded “I completely disagree with this rule!”  Surprised, I asked “Why do you disagree so strongly?”  One student said, “Well, because its not entirely true... healthy are foods advertised too!” I then asked, “What healthy foods are you thinking of? And can you describe the TV advertisements?” We sat there for a good minute until finally one student brought up the Dannon Activia Yogurt commercials.  I thought, OK, but that’s still a fairly processed food.  I then asked, “Can we think of a rather natural food commercial?” Nothing, we couldn’t think of any.  However, another student brought up a “Be Active, Play Outside” commercial on Nickelodeon, but other than that, nothing.  By the end of class, I think my students believed that Rule #11 was  actually a credible rule.  But, I was left thinking, “I wish that this wasn’t a rule.” I hope that this rule gets reversed and healthy, close to nature foods are the products with catchy jingles and, hell, why no,utilizing sex appeal in their ads.  I might even avoid my FF button on my remote and enjoy the three 3-minute breaks that interrupt the Colbert Report.   

 After the class, I was discussing the lesson with some of the other teachers. One teacher mentioned that Haas Avocados sponsored the MLB league last season - I had no idea, but thought that was pretty cool.  So this past week, I have been keeping track of healthy/unprocessed  food advertisements that I or others have been exposed to (NOT processed foods that make health claims, like Activia Yogurt).  I also jotted down some details like:

Where or how it was advertised

When the ad was running

Distinct features/tag lines

My opinion of their level of success (1=Dud; 10= Completely clever, entertaining, memorable, and I’m pretty sure it increased sales).

Avocados via MLB Sponsorship: 2008-2009 season; Billboards/Repetitive Icon: Rating 3

Almonds via an Internet AD (I heard once on Pandora); Present; nothing catchy... I think there were some health claims: Rating 1 (because I bet no one else has actually heard this except for myself) 

Milk via Television Commercials: 1980s; “Does a Body Good.” Someone growing up in front of a mirror and blossoms into an attractive adult: Rating 6

Milk via Television Commercials: 1990s; “Got Milk?” “Aaron Burr” Rating 8 (I laughed outloud the 1st time I saw the Aaron Burr Commercial, but now I find the saying rather tired and over-replicated in daily speech too be funny, (example... “Good morning class..Got homework?”)  but it rarely is. (If i said that, my students would probably “boo me”) but it does still make me think of milk...)

Beef via Television Commercials: 1990s; “Beef. It’s what’s for Dinner.” At the end of an ochestra piece.  Rating 4 (I loved the music, it used to give me chills!) 

Raisins via Television Commercials, and TV show?; 1980s-early 1990s; The California Raisins. Rating 9 (I think people who hated raisins warmed up to the thought of them through song and attitude...) 

Oatmeal via Television Commercials; early 2000s; Oatmeal customers holding up how much their cholesterol levels dropped. Rating 4  (Did you think “oh yeah!” when you read this?  I feel doctors might place this rating higher.) 

What other advertisements should I add to the list? Or better yet... what healthy/unprocessed foods do you think should be advertised more?