The document discusses Food Inc.'s cohesive marketing campaign. It promotes producing food naturally rather than through unsustainable and unethical methods, and examines how industries promote unhealthy food. The marketing campaign consistently features a blue sky representing natural farming and a cow with a barcode, ironically showing animals should be sustainably produced rather than as products.
2. Ideology
This documentary’s ideology is to promote producing food naturally rather
than relying on “unsustainable” and “unethical” methods of producing food.
They also look at the ways that “industries promote the eating of unhealthy
food”.
3. DVD
This is consistent with the rest of the Food Inc.'s marketing
campaign products. For example the blue sky is a convention
of Food Inc.'s because it represents the natural environment
that they want to protect natural farming techniques. Another
way that this product is similar to many of food inc’s other
products is that it contains a cow with a barcode on it. This is
used to show that cows along with other animals should be
produced in “sustainable” and “ethical” ways instead of being
produced in unsustainable and unethical ways.
4. Poster
This is consistent with the rest of the Food Inc.'s
marketing campaign products. For example the
blue sky is a convention of Food Inc.'s because it
represents the natural environment that they
want to protect natural farming techniques.
Another way that this product is similar to many
of food inc’s other products is that it contains a
cow with a barcode on it. This is used in ironic
way to show that cows should be used in a
sustainable way.
5. Film screening
Although this product maintains many of the elements of the
other products in this marketing campaign. For example the
cow with a barcode, which represents that we are treating
animals and the environment in general as products instead
of protecting the environment in a sustainable way. They also
have decided to make the green much more prominent in
this product than in other products, which is possibly to
make it more obvious that the documentary is to do with
(protecting) the environment due to green symbolically
being related to the environment.
6. Website
The website shares many of the properties of
other products in this marketing campaign. For
example the blue sky and field of grass are all
properties of the other parts of this marketing
campaign. These represent the fact that they
want to protect the natural environment as well
natural farming techniques given that the blue
sky and field represent the natural environment.
