Myths: Fresh food

Myths: Fresh food

Another myth we are accustomed to seeing within the advertising world is ‘fresh food’. Fast food chains are continually waging an ongoing battle against negative media coverage of their products; this is an example of two conflicting ideologies. Fast food chains are portrayed (most likely justifiably) as being unhealthy and often unsustainable, so they tend to address this attention by utilizing a myth of fresh or authentic food. They euphemize their product.
I took this photo of a domino’s pizza box as the design caught my attention, apparently the dominos sauce is made from vine ripened tomatoes. This may not necessarily be a lie, however I am skeptical as to whether they are grown in an organic beautiful orchard as the picture connotes. Sure most tomatoes do ripen on the vine, and the paste that they use to make their sauce probably contains a considerable amount of tomato extract so they can therefore claim that their sauce is made from vine ripened tomatoes. I would go so far as to personally guarantee that tomatoes in the form depicted on the box have never been seen within a dominos fast food franchise.
The average everyday consumer sees this image and then feels validated in their choice of purchasing from such fast food chains. On a side note it is interesting to discuss what are considered the ‘right’ or ‘wrong’ choices about diet this in itself seems to be moralizing upon another myth regarding what is “real food” (real food in this myth referring to unprocessed organic or sustainable).


Marxism: The Commodity Self

Marxism: The Commodity Self

An interesting result, or maybe even a ‘symptom’ of social class structure (one could argue this is exclusive to a capitalist or consumerist environment), is the idea of a ‘commodified self’. Simply put this is the process of defining oneself or others through material objects; it is the act of deriving the worth of a person by the monetary value of their possessions, be it clothing, jewellery, vehicles or property; anything that can be equated with money.
This photograph was taken on High Street, Auckland , New Zealand, whilst I was walking back to my flat. Initially what sparked my interest to this particular shop was its name ‘Prosper’, my most immediate thought (this was most likely the intended effect) was ‘Do I not prosper if I don’t buy from this clothing store?’, ‘Is this where the prosperous shop?’, ‘Will I become prosperous if I shop here?’.
If one is to look close enough in the bottom left hand side of the shop window, footnoted, is some of the brands the shop stocks, all of which are associated with being affluent or ‘upper class’ in today’s society (a quick Google search indicated I could purchase a pair of jeans from here for merely $500.00 or if I wanted to splash out a little more, a leather jacket for $5000.00)
What I found interesting is not the existence of a shop catering to the bourgeois upper class, but the implied moralization that one cannot prosper in their life if they are not purchasing items such as these; if one is not commodifying their self.