The Effects of Nature and Culture on Millennial Response to Food Advertisements

The purpose of advertising is nearly always to persuade the viewer. Ads persuade us to buy products, to stop using products, to visit places, to vote for candidates, and more. When it comes to food marketing, advertisements often use appeals that have nothing to do with the taste or nutritional value of the food its selling. They may use scantily clad models, famous celebrities, striking images, and funny quotes. However, the same advertisement does not appeal across all demographics. Culture and society play a role in the way we perceive the ads presented to us. Amongst millennials (the generation born between 1985-2000), changes in social norms and ideologies have particularly influenced the content this generation prefers to see, even across different ethnic groups. The digital age has changed the world that millennials have reached adulthood in, and social media and globalization have made us more connected than ever. By studying the kinds of food advertisements that entice millennials and turn them away, we can find trends that are popular across all cultures in this age division as well as the appeals that may alienate certain groups.