Advertising and promotional ephemera are full of representations of food and drink. But the depiction is never neutral – the advertiser always has a message to send. The creator of the image has framed it to tell a story, or suggest an association. These depictions draw on contemporary values and cultural myths to encourage the consumer to view the product a certain way. Images of food are juxtaposed with other images to suggest health, happy home life, successful entertaining, being up to date, prosperity, patriotism, etc. Deciphering the presentation can tell the researcher much about contemporary values, how food was regarded, and the context of food purchasing and consumption. What stories do the images of food tell? What other objects or images are typically shown in advertisements for foodstuffs? What associations are used in the depiction of food? When is food shown in a setting where it’s made, e.g.e.g. the kitchen, as versus a setting where it’s served or consumed? What values is the advertiser drawing on to persuade consumers?
