It is certain that advertising is a major driver for the success of a business regardless of the industry where it operates. However, it is important to mention that healthy foods correlate with overall well-being, both physical and mental. The importance of the subject became even more critical due to the significant increase in the use of technology. Online media are not just platforms where brands can promote their products. A factor that makes online advertising of healthy food vital is the influence that online platforms have on how people choose to spend their money, time, and attention. Thus, researchers have examined the topic in terms of how exactly this influence illustrates itself, which linguistic cues are often implemented by brands, and whether these factors truly work in terms of increasing consumer demand.
In order for the topic to be examined through actual examples of how healthy food is being promoted online, it is essential to look at how influencers classify dietary preferences, specifically, influencers. Influencers are some of the most effective promoters for brands that choose to advertise through celebrities, and with the increased interest in healthy options, more online personalities tend to focus on this specific subject. Researchers who analyzed major influencers with an online presence in the realm of diets and healthy foods have noticed a pattern. Based on the study, some of the most popular accounts were always referring to the label ‘real food’ (Ramachandran et al., 2018: 4). This term, according to the authors of the study, implies products that are not processed, are organic, and have not been significantly modified compared to their initial state. The term itself is not scientific since real food is more of a label rather than a characteristic describing the nutritional value. However, the study emphasizes that such terms are often used by influencers, to which their audiences respond positively. The finding may suggest the consumer demand for seeing simple, concise, less scientific, and somewhat metaphorical explanations of the products they are to consume.
The term ‘real food’ is not the only metaphorical linguistic tool used to label food in a way that consumers both understand and desire a good. Another one is the word ‘green’, which researchers also find to be effective in portraying a specific brand or product without implementing scientific data and listing health and environmental benefits (Li & Ye, 2018: 221). The color green is often associated with ecology, sustainability, and, in some cases, health. Many brands chose to either refer to themselves as green food manufacturers or even name their organizations with the word ‘green’ included. This is another linguistic measure applied to portray the company and the dietary products themselves as natural and ethical. In this case, researchers also found a correlation between substituting a word with one that symbolizes an agenda or a category to draw the attention of customers seeking a particular food type. Thus, people who are focused on whole foods see the label green and understand that the product is most likely going to fit their criteria for preferred food choices.
Another pattern that has been observed as linked to abstract meanings given to food products is how their names resonate with their perception. For example, Kronrod et al. (2020: 1) found that healthy products that are not usually perceived as particularly tasty are more demandable when given abstract names. Thus, a cauliflower pizza crust becomes more appealing when brands advertise it by placing an abstract name on the package. However, it is essential to mention that there are differences when it comes to how consumers are impacted by such levels. A study examining food perception has found that people seeking health improvement through dietary changes notice verbal cues implying that the food is healthy (Irmak et al., 2011: 390). On the other hand, people without any demand for healthier products do not notice such suggestions in an advertisement. This highlights that health food in particular often has a specific customer base with different preferences than others.
A similar study found a similar pattern in regards to how females perceive food advertisements compared to men. Sinclair et al. (2014: 1375) point out that products that are promoted primarily through clearly stating a low calory density were often perceived by women as desirable. On the other hand, men were mostly indifferent to such linguistic approaches, focusing on other characteristics other than caloric potency.
There are also differences in linguistics when it comes to advertising to different sexes. Food is a relatively universal good, which is why most brands do not have a specific gender in mind when developing new additions to their list of foods they offer. However, slight changes in language when these products are showcased and promoted illustrate a contract. For example, research that examined food-related articles in magazines points out that products advertised for women are more likely to be related to weight loss in terms of maintaining a healthy body (Fuller et al., 2013: 261). On the other hand, the language used in advertising healthy foods for men revolved around muscle gain, as it is perceived to be the ideal healthy male physique. Thus, males were being influenced by words such as muscle gain, high protein, and similar terminology. On the other hand, women were more likely to seek a product labeled low-calorie or be influenced by an advertisement promising weight loss as part of a healthy lifestyle. This, however, may be influenced by aesthetic factors that some online platforms may link to one’s physical well-being. While all products are to be labeled due to the importance of knowing the nutritional value, some brands chose to advertise using calory density as the main driver. For example, Halo Top, a well-known brand of ice cream that does not make nutritional claims in regards to health, states the calories of their products with a label right on the package and advertises it mainly as low calorie (About Halo Top Ice Cream, 2022). Thus, the subject of linguistics on healthy food advertising refers to labels and their importance in this particular industry.
Labeling food is an excellent way of explaining certain characteristics that consumers may find appealing without using too many descriptive words. Advertisement is supposed to be catchy, engaging, and memorable, which is why slogans and labels are easy for companies to showcase what they sell without being boring. Such methods of advertising may seem unrelated to linguistics, but there is a correlation specifically when it comes to healthy food. Consumers who are more likely to pick a healthy option are much more interested in the nutritional value of a product. Moreover, there may be a demand for certain ingredients and, the opposite, their avoidance. For example, brands like Coca-Cola and McDonald’s put emphasis on taste, experience, and sensation. On the other hand, labeling food based on its nutritional value and specific dietary characteristics linked to health is effective in attracting consumers aiming to implement a more balanced diet (Cecchini & Warin, 2015: 201). In this case, instead of building a brand solely based on the taste of the health food may be redundant since, based on evidence, buyers want to see health claims and labels describing more direct characteristics.
Needless to say, using linguistic cues to suggest the health benefits and dietary information appears to be an effective marketing strategy in terms of promoting healthy products specifically. An example is how children tend to be influenced by health claims in ads through dietary changes, as highlighted in a research studying health food ads in the UK (Whalen et al., 2018: 560). This also refers to the importance of explicitly stating that the product that is being sold is not a regular one but a good that is potentially beneficial for one’s well-being. This does not mean that a company specializing in whole foods or organic products is to disregard the techniques mentioned earlier, such as figurative language and metaphors. Instead, combining the two by implementing linguistic elements that are both scientific and artistic appears to be an effective marketing strategy that can attract two different customer bases. As mentioned before, consumers who are already in the market for healthy options are more likely to react to advertisements with specific labels and health claims. On the other hand, figurative language is generally effective in all forms of advertisement, which is potentially beneficial in influencing people who are not health-conscious yet are attracted by the brand due to these techniques.
The theory is based on the evidence provided earlier and supported by relevant claims. For example, researchers have studied the effect of advertising a food snack as unfortified and fortified with minerals and vitamins. The findings suggest that consumers were more interested when they were given verbal cues about the health benefits of the fortified snack due to the value of the added supplements (Iles et al., 2017: 1308). The conclusion of the authors highlights that using language specifically designed to emphasize health benefits is productive in selling a product and making it more desirable. On the other hand, another study focusing on food advertisement has seen a positive correlation between creative and artistic language and product demand (Stoica et al., 2017: 196). These include slogans, social media ads, TV ads, and other ways in which companies showcase what they sell. Based on all the literature mentioned earlier, it is evident that healthy foods are advertised through a balance between science and creativity. Brands do not avoid mentioning nutritional values and health benefits while adding an artistic value to the texts, which created demand and is overall positive in terms of encouraging people to become healthier and balanced in how they consume food.
Data and Methodology
In order for the theory of combining figurative and scientific linguistic cues in health food advertisement, it is vital to examine the current market. Specifically, companies that are in the realm of healthy food and advertise themselves as such are to be examined in regards to the language they use to showcase their products. An effective way of examining the linguistic ad strategy is to analyze official websites since, unlike social media, they focus on showing and describing a product instead of forming a community around their goods by interacting with customers. Three different brands that sell various products have been chosen for the research. Specifically, these are brands that specialize in food that is typically not considered healthy. This was important due to the fact that such companies have to put more effort into convincing consumers that their goods are, indeed, less harmful compared to what other companies offer. For example, a farm that sells strawberries does not have to pursue potential customers through health claims since fruits are known to be beneficial. On the other hand, a brand that sells candy has to be concerned with balancing between being verbally appealing, exciting, and healthy at the same time. This is why the three brands that were chosen for the research sell goods that are often considered to be some of the most unhealthy ones. Moreover, while these brands are relatively small compared to the big food and beverage corporations, they are successful in the relatively small market where they operate. This is partly influenced by their marketing strategies, which is why their official websites will be examined to test the theory mentioned prior. These companies are Banza, Sweet Earth, and Hu Kitchen. The goods that they sell differ on certain levels, yet certain advertising techniques are similar in regards to linguistics. Thus, brands that manufacture and offer goods that are considered healthy have similarities in the ways they describe, promote, and showcase themselves on their individual platforms.
The methodology of the research relies on compiled data. The technique consists of analyzing similar content and examining a possible pattern and specific characteristic that either differentiates the official websites or illustrates a common language technique. In order for the research to remain fair, the pages that are to be examined are within one category. Thus, the About Us page and the description of three food items will be analyzed in terms of health claims and figurative speech. Each website has an About Us section, which is where the brand is presented, its values are illustrated, and the characteristics of the products are described. Thus, this particular section is how companies advertise themselves and their goods by persuading potential customers into trying their healthy options. Based on the theory of combining the two techniques, each brand aims to find a balance between scientific and artistic language. The criteria to which the theory is to be tested consists of two categories, namely ‘Health Claims’ and ‘Figurative Language’. The category ‘Health Claims’ has been divided into several health categories that, based on the literature review, are prevalent in the realm of healthy food. Namely, ‘Natural’, ‘Organic’, ‘Gluten-Free’, ‘High Protein’, and ‘Low Carb’ are the labels most often attractive to consumers since they are partially advertising healthy options as consumers perceive it. In terms of figurative language, metaphors, personifications, puns, metonymy, and similes will be assessed. Thus, the research methodology is a qualitative study based on content analysis, which relies on the examination of how the three companies advertise themselves as brands and how they promote their products using linguistic cues. The content, which is the official website of the three brands, will be analyzed in regards to the number which illustrates how many times each term was mentioned.
Banza is a brand specializing in food that is not usually considered healthy. Thus, the main products are pasta and pizzas made of chickpeas and other similar beans instead of flour (About Banza, 2022). The About Me page is evidence for the advertisement department using both health claims and figurative language. For example, it is stated that Banza products are not only good for their consumer’s health but also for the health of the planet. This is an example of personification since the planet is giving human characteristics, making it healthy or unhealthy. On the other hand, it is also stated that consuming beans correlates with a decrease in the risk for diabetes. Thus, medical claims that link Banza with health are also illustrated on the website page. Another example of figurative language is the slogan “Delicious meals made easy and chickpeasy”, a pun intended to attract consumers’ attention and make the company sound more familiar and reliable. Such examples illustrate both scientific and artistic verbal ways of advertising that Banza applies on the personal platform.
Another brand that falls under the category of manufacturers of seemingly ‘unhealthy’ foods is Sweet Earth. While the company specializes in selling burgers and other convenience foods such as bacon, pizza, fried chicken, and hot dogs, all the products are either vegan or vegetarian. Thus, there is no red meat involved, and plant protein is a major component of their meals (About Sweet Earth, 2022). Moreover, the website page is evidently advertising the brand by applying figurative language, such as calling their food ‘good’. Since food is usually described as tasty, healthy, or other adjectives that fit the noun, describing it as ‘good’ is personification. Moreover, the brand seeks to help the planet become happier, which is another personification that symbolizes the eco agenda of the brand. On the other hand, the only claim that is somewhat related to the healthy characteristics is the label plant-based. Arguably, this is not a health claim since there is no information about the benefits of reducing the consumption of products such as red meat, cheese, and fried chicken.
Another brand that produces healthy versions of unhealthy foods is Hu (Hu Kitchen). Hu is a company that makes healthy chocolate, crackers, and other snacks that would otherwise be deemed unfit for a person aiming to have a healthy lifestyle. However, the brand’s ad specifically mentions wanting to have healthier chocolate that does not taste worse than the most popular products in the industry (About Hu, 2022). The brand is focused on portraying its products as equal to unhealthier competitors in terms of taste yet more balanced nutrition-wise. Thus, health claims such as stating their products are grain-free, organic, and similar terminology. On the other hand, the slogan which the brand uses to advertise themselves on the website is “Get Back To Human”, a metaphor that illustrates how modern food is too processed, which is not the case for Hu.
Theory Evidence
The three brands have been examined in regards to the specific verbal strategies they imply to advertise their healthy products. As mentioned prior, each brand has been examined through an analysis of the About Me page and the pages of three different products they sell. Hu was the first brand since they appear to be relatively balanced in terms of health claims compared to figurative and artistic language. It is certain that Hu’s website is a testimony of how healthy and ethical the brand is. While figurative language is not lacking, the focus on health concerns is evident. Thus, Hu’s page was examined, and 19 different health claims were found. This includes the brand’s About Me page, which, while lacking labels, claims that health and well-being in one of the company’s main aims. However, artistic linguistics has always been found both on the brand’s information page and on the pages of the three products that have been examined.
The intention to maintain fairness during the analysis means that the products are not within one line and differ based on the category to which it applies. Thus, in Hu’s case, since the company sells snacks and sweets, the choices were chocolate, cookies, and crackers, namely, Salty Chocolate, Grain-Free Cookies, and Pizza Crackers (All Products, 2022). The different categories have not been found to be highly diverse in how the goods were marketed. However, the labels Gluten-Free and Organic were standard in most cases (Table 1). On the other hand, the figurative language was more emphasized on the general page compared to the product description. Thus, figurative language was used seven times in the website’s advertisement, while in the product description, one or two times. The findings suggest that the brand wants to attract customers with artistic and creative verbal measures, yet health concerns are still significant when promoting certain goods compared to the advertisement of the company as a whole. Based on the analysis of this brand in particular and the ways the company promotes itself and products on the official website, the theory that health foods are effectively promoted through scientific and figurative speech combined is accurate. The brand Hu, as exemplified earlier, has had more health-related claims (19) compared to creative promotion (12). This is relatively balanced, which is also suggested by the company’s relative success in a rather small market where it operates.
Sweet Earth, the second brand that was chosen for the research, also posts relevant information about the company and the products that are promoted on the official website. However, the analysis has shown that Sweet Earth is more focused on promoting itself through figurative language while still maintaining a balanced symbiosis between health and creativity. Puns such as “are you chik’n”, “bountiful salad”, and other similar word plays are the company’s specialty, as illustrated on their website (Are You Chik’n, 2022). This creates a link between healthy food and enjoyment, which may be hard to achieve due to assumptions that products promoting themselves as nutritious are often lacking flavor since the focus is on physical wellness above taste. In Sweet Earth’s case, they are trying to remove the stigma with linguistics. Needless to say, there are still certain health claims, such as providing food options that are higher in protein, which is stated six times on the About Me page alone. However, symbolic references are still prevalent (8), which illustrates the brand’s aim towards minimizing the distance with customers. The products that were examined in terms of advertisement were a pizza, a burger, and an empanada. Specifically, Veggie Lover’s Pizza, Awesome Burger, and Cubano Empanada were the goods that were picked for the analysis since they are illustrations of three different categories the company advertises. There were no major differences in how Sweet Earth promotes its goods, which suggests that there is one linguistic scheme that is being applied to the brand as a whole and everything that it produces. The examination has shown relevant results, which are also supportive of the theory exemplified earlier. Specifically, the research has led to the conclusion that that 15 health claims were found during the website investigation and 17 uses of figurative language. This balance between creativity and science, which is similar to the findings resulting from the analysis of Hu, is evidence for the effectiveness of this linguistic strategy. Thus, the second brand also aims to combine the two categories and be both fun and conscious of health concerns. Since Sweet Earth is another relatively proficient brand for what it sells, this is another illustration of the importance of being both scientifically and creatively verbal.
Banza, which is the third brand that was chosen for the research, has also been assessed in terms of dietary and artistic advertising. Banza’s primary focus is making healthy food, and arguably, it is one of the most nutritionally balanced among the three since it mainly uses beans while others can resort to certain products that may be deemed unhealthy. However, the evidence shows that while the dietary characteristics of Banza are excellent, the company mainly focuses on using creative linguistics to promote themselves. From the three different companies that have been examined, Banza was found to be the keenest on using figurative language in an advertisement. Thus, the findings reveal that such measures as metaphors, puns, personifications, and others were applied 25 times, which is more than Hu and Sweet Earth. From stating their pizzas are “easier on the carbs” to referring to their pizzas as one’s that can be enjoyed every night, unlike others, the brand is indeed creative when it comes to promotions and advertisement (About Banza, 2022). As mentioned prior, foods that are considered healthy have a negative reputation since people do not perceive them as tasty. Banza chose the tactic of minimizing the distance between themselves and consumers by making themselves seem enjoyable rather than healthy. This does not imply that the company does not make any health claims. Indeed, the researcher has resulted in finding 17 health labels. It is lower than the number of figurative speech use, but it is still present, which also portrays the positive effect correlating with the use of both figurative linguistics and science to promote healthy products. In the case of Banza, the focus on creativity is evident and results from the negative connotations correlating with chickpeas, which is the main product in the goods sold by the brand. Pasta is deemed unhealthy yet tasty, which chickpeas are viewed as healthy but not particularly tasty. This is why instead of advertising the health benefits of consuming beans which many already are aware of, Banza decided to center their marketing around their pasta as being as enjoyable as the one made of flour. This evidently became a successful strategy since the brand is a healthy alternative that consumers are willing to consume instead of resorting to standard pasta. While the focus on creativity overpowers ads with scientific and health claims, both are present on the company’s official website. Thus, the theory that brands promote healthy foods by combining health claims with more relatable and attractive figurative speech is also illustrated in Banza’s case.
The three different cases are similar in being brands that specialize in providing customers concerned with their physical well-being with healthy options. However, for the sake of maintaining fairness, all three provide different types of food. Thus, Banza is known for making chickpea pasta, Sweet Earth is known for burgers and pizza, and Hu Kitchen is popular for chocolate and cookies. While the goods differ based on the food group, nutritional value, and consumer base, specific linguistic characteristics are similar when it comes to advertising. The overall findings of the research show that the companies have made 51 health claims and used figurative speech 54 times. The difference is insignificant, which is evidence that health claims and figurative language are both essential tools used in health-food adverting. Such brands want the market to know about the healthy options yet do not want to be labeled as ‘healthy’ since it may imply irregularities in terms of taste and the enjoyment of the experience. Thus, a balance between enjoyment and health is the linguistic strategy applied by companies to make sure the healthy products are perceived as balanced, desirable, and accessible. The findings reveal that implying only physical benefits or altogether avoiding labels in regards to dietary needs and nutritional advice may be harmful to the image of the brand. Language can influence a consumer to purchase something, and if this measure is used incorrectly, the influence may be a negative one. This is why the results of the study imply that promoting healthy food while both mentioning dietary characteristics and combining it with figurative speech may be an efficient way of attracting health-concerned consumers and regular potential clients who may be drawn by the creative marketing.
Conclusion
Language is an effective marketing tool that can either portray a product or a brand in a good light or cause a decrease in consumer demand. While the market for healthy food is on the rise and more people are looking for healthier options in terms of their dietary needs, advertising healthy products may be challenging. On the one hand, focusing on nutritional facts and scientific information about the benefits of consuming a certain product may be perceived as too complex and somewhat boring. On the other hand, applying creativity without providing factual data and health information may lead to a decrease in demand for those seeking specifically healthier products due to health concerns or similar reasons. Thus, the proposed theory that has been tested on three different brands in terms of how they advertise themselves and their products on official websites illustrates the efficiency of having a mixed approach. Instead of focusing on one particular method, which can be either nutrition or enjoyment accentuated through figurative language, brands tend to apply both frameworks and combine them interchangeably. Thus, the advertisement appears to be less complex due to the use of puns, metaphors, and personifications while remaining informative, which is appreciated by specific consumers. As a result, the linguistic approach is applied while labeling products based on health concerns or ingredients while still minimizing the distance with the consumer by implementing common marketing language strategies. By doing this, brands with an online presence are able to supply the demand of those seeking food according to their dietary needs while also covering the broad consumer base that may be attracted by the creative side of the ad.
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Appendix A
Table 1: Health Labels and Figurative Speech