Food as Pleasure: Other Directedness in Food Ads

Through the use of content analysis, food ads are examined to determine if characteristics of other-direction (Riesman 1950) can be detected. Previous studies offer mixed conclusions in their attempt to pinpoint a rising other-directed trend. This study offers two analyses. Analysis one examines food ads from the 1920s through the 1990s. Analysis two compares differences in a variety of magazines that were created for different audiences and at different time periods. While quantitative examination yields limited results, a qualitative examination provides greater evidence of change. It is concluded that food ads are becoming increasingly symbolic of pleasure. Magazines that market to children and/or were established in later time periods are less subtle in their approach to marketing food as pleasure than those established in earlier, inner-directed periods.