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Product advertisements possess an inherent ability to captivate consumers, shaping perceptions and influencing purchasing decisions. In Sarah Federman's insightful essay, "What’s Natural about Our Natural Products?" she scrutinizes the pervasive use of the terms "nature" and "natural" in marketing strategies. Federman sheds light on how these words have evolved into powerful tools for promoting products as wholesome and healthful. This essay delves into the manipulation of consumers by food companies, using words like "natural" to enhance their marketability, a phenomenon exemplified by Kraft Cheese.
Kraft's marketing of products such as Natural Shredded nonfat cheese, Natural Reduced fat swiss, and Natural cheese cubes serves as a prime example of this strategy, as Federman observes, "Kraft has done nothing special with the cheese itself; 'natural' in this case presumably relates to the shredding, reducing, and cubing process" (442).
Federman's argument resonates deeply with the inherent concern that advertisers exploit the terms "natural" and "nature" to induce consumer purchases.
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The allure of these words creates a false sense of healthiness and environmental consciousness. Despite the enticing labels, a closer examination reveals a disconcerting reality—companies often incorporate unhealthy components, such as corn syrup, dicalcium, and trisodium phosphate, into products labeled as "natural." The media's influence perpetuates the misconception that anything labeled as "natural" automatically equates to a healthy option. Federman emphasizes this point by stating, "I found nothing that explained the meaning of 'naturally baked'; do you think this means they leave the chips out in the sun to crispen up? Probably not, so why does this process cost more per ounce when it uses less fat?" (443).
Companies frequently conceal the complete ingredients list and manufacturing processes from consumers, perpetuating the false narrative of a "natural" product.
Despite the higher cost associated with less manufactured goods, companies exploit the societal demand for health-conscious products, misleading consumers into believing they are making a healthier choice. This deceptive marketing tactic highlights the paradoxical relationship between consumer desires for health and the industry's profit-driven motives. The societal pressure to pursue a healthier lifestyle inadvertently plays into the hands of advertisers who capitalize on the "natural" trend.
Federman's essay underscores the impact of societal expectations on individuals' choices and the pervasive influence of advertising. Consumers, driven by a desire to be healthy and fit, often fall prey to the allure of products labeled as "natural." The cost becomes a secondary consideration, with the assumption that a higher price tag corresponds to a healthier and less processed option. However, Federman aptly points out that this is not always the case, as companies exploit the term "natural" solely to boost profits without delivering on the promised health benefits.
Despite the serious nature of her argument, Federman's tone throughout the essay remains engaging and somewhat humorous. Her clever use of sarcasm, such as when she mentions the various uses of the words "nature" and "natural" in product naming, creates an atmosphere akin to a group discussion against companies misleading consumers. For instance, she quips, "variations of the words 'nature' and 'natural' are used for product naming to distinguish alternative medicine practitioners from their western counterparts… blue jeans" (441). This approach makes the essay both informative and entertaining, capturing the reader's attention while effectively conveying the gravity of the issue at hand.
In conclusion, Sarah Federman's essay serves as a compelling exposé on the deceptive practices employed by companies in labeling their products as "natural." Through her insightful analysis, Federman reveals the dissonance between consumer expectations and the reality of what these products truly contain. The misleading use of the terms "natural" and "nature" in advertising highlights the need for consumers to be vigilant and critically examine product labels. The societal desire for healthier choices inadvertently fuels the manipulation by advertisers, who prioritize profits over the well-being of consumers. Federman's essay challenges us to reconsider our perceptions of "natural" products and encourages a more discerning approach to making informed and health-conscious consumer choices.
The Misleading Notion of "Natural" in Product Advertising. (2016, May 30). Retrieved from https://studymoose.com/critical-response-to-sarah-federmans-essay-on-advertisement-essay
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