Back to the Breast and Beyond
A lot of food we eat has in fact psychological meanings to us. Our favorite foods can give us a sense of comfort or certain memories. People always feel the need to eat or intake something. This can be 'a reaction to hunger and tension' Packard (1980, pg 106).
For example milk is associated with comfort and security. Some may have cravings to milk when not allowed to have, others who have a choice may not really realize the need for it. Craving for milk is associated with World War 2. Besides milk, a lot of other food has meanings. food can be used as a reward or punishment to kids says Packard. A woman serving food like steak, chocolate etc means that she is showing warmth and love to her family . On the other hand a woman serving spinach, liver etc shows that she is displeased.
In Advertising food is used as a weapon or technique to attract people. Food can be very satisfactory to us. Nowadays we have the idea of everything being 'light' meaning, less fattening. This is a reaction for the need of plainer and healthier food.
On the contrary, when it comes to food like ice cream or fast food, the bigger the portion and the more overflowing it is the more effective the ad will be. This is because of good memories that these food may have to people. ''you want to get your whole mouth into it'' ( one woman quoted by Packard 1980, pg 109).
Food can give a sense of 'warmth, protection and feeling', it can also be a 'release from tension, and release of aggressive feelings' Packard (1980, pg 109 , 111).
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