Women in the publicity discourse of food for intolerant: from the claim of health to aesthetic perfection

Abstract

The food industry is one of the most important for advertising, and the trend for body worship, dieting, and healthy eating have revolutionized the advertising discourse. The consumer has a more favorable attitude to the purchase of those products that use health among their claims (Craig et al., 2000: 35). But, on the other hand, health and nutrition have been closely linked to the representation of women and the concepts of beauty and aesthetic perfection.  This advertising discourse has become a claim to induce the purchase of food products that, in many cases, do not have the benefits they promise, nor are they specifically indicated for the female gender. This is the case of products for intolerant people, which are usually consumed by publics that do not need them for health reasons. The media and, in particular, advertising, have contributed to generate a concept of food centered on the beneficial properties that such foods could provide to the public.

The present investigation analyzes the role of women in the spots of the brands Kaiku, Pascual and Puleva, with products indicated for intolerant people.

As a main conclusion, we conclude that feeding with «without lactose» products, according to advertising, is beneficial for those women who want to keep light and young. A concept that is still wrong and represents a reified woman who puts the aesthetic before the properties of the product.