Junk Food

These are the videos that we have studied in class:
Super size me (tapez votre code d'accès)
Mississippi's obesity battle
Food labels key to obesity:
YOU ARE TOO STUPID

I. Introduction
Type: advert
Source: hoardings, any type of magazines, newspapers.
Target group: people eating junk food.
Transmitter: ConsumerFreedom.com, an organization which defends the rights of consumers.
Aim: to stop the government from passing a law which consists in taxing junk food.

II. Composition
a catch-phrase (the title) / a text / a photo / the slogan / website of the organization.

III. Analysis
1. The catch-phrase
It is directly addressed to the reader with the use of the pronoun « you ». It provokes the reader calling him « stupid ». Of course, the reader will automatically goes on reading to check the relevance / pertinence of such an assertion. In fact the word « Stupid » is very important because it starts persuading people that if they accept what follows, they will indeed be stupid.
Nearly all vowels have been wiped out and replaced by photos representing junk food. The three « o » have been changed for a dough nut covered with sugary decorations , a cheese and bacon burger and a can of soda shot from above so that we can't see the brand. The « a » has been replaced by a slice of sausage pizza, the « u » by a half eaten chocolate cookie and the « i » by a
chocolate ice cream cornet. This is a trick (astuce) to inform us about the theme of the ad. The
issue is junk food.

2. the text
The ad complains about a new policy which will restrict, according to them, the consumer's choice. Because consumers are not responsible enough to make their own choice when it comes to junk food, the government wish to implement (mettre en place) a new policy which consists in taxing junk food. It is added that lawyers could prosecute restaurants for serving junk food.
We can notice that the word junk food is not used once because the word « junk » refers to drugs and thus has a negative connotation. Instead, junk food is defined as « food » or « America's favorite foods and drinks », which are positive words.
Nowhere, the word obesity appears and we all know that the clients of lawyers prosecuting fast food restaurants (called « restaurants » in the text) are obese people who will certainly die soon because they've eaten too much poisoned food.
One sentence stands out of the text at the end. The organization considers these « fat taxes » as a restriction of freedom. « we » is used meaning (the organization and you).

3. the photo
The photo represents a wasp family eating junk food in their kitchen. What strikes us is that it represents the ideal family with 2 children ( a boy and a girl). They all seem to be very happy and they are all in good health. They 're all slim. We could say that it is not very representative of people eating junk food.

4. the slogan
The slogan(Italic letters) is composed of three sentences, all built on the same pattern using « It's your ». It's an anaphora. It is meant to convince people. Thus « food », « drink » and « freedom » are seen as being equivalent. If their is a connection between « food » and « drink », I don't see any between « food » and « freedom » and « drink » and « freedom ».
Is our freedom restricted because the government will tax junk food? No, we will still be able to buy it. It's a policy concerning the manufacturers first. They will have the choice to reduce the fat in the food they propose. It will cost them more but it will be healthier for the society. Their second choice is to provide the same food and to pass an increase in cost (répercuter le coût)on to the customer. The consumer 's freedom is not restricted by this tax.

5. the advertising organization
Consumer Freedom .com is written in large and bold letters. The reader is invented to consult the website to have more information. Once more, « junk food » is referred to as « your favorite foods and drinks » and there is no mention of its consequences on health. Moreover, the government's new policy consisting in tackling the obesity issue is seen as « attacks ».
This organization, whose name means that its goal is to defend the freedom of the customer, is in fact supporting (cautionner) fast food restaurants and manufacturers. They make us think that they are defending the rights of the customers but it is not true as our freedom is not at all put in jeopardy (mettre en danger) because of the fat tax. The ad is implying (sous entendre) that manufacturers and fast food restaurants could propose any kind of food without considering the fact that it could be dangerous for the health.

IV. Conclusion
This ad is deceptive (trompeur) as it is using the freedom of the customer as a pretext to avoid new regulations on junk food. This organization could be a lobby representing the junk food industry which pretends to defend our interest to favor their own.

V. Branching out
The problem of obesity, its consequences and the means to prevent it.
The responsibility of the customer.