Identifying the forms of digital food advertising content and their effects on food well-being in the phygital age

Le résumé fourni par la source

Chapter 16, by Wided Batat, examines the transformation of digital advertising in the food sector. Batat explores the “phygital” age, highlighting the convergence of digital and traditional advertising practices. The chapter delves into the complex interplay between advertising and broader aspects of consumption, including cooking, emotional experiences, well-being, and cultural dimensions. It discusses the rise of influencer advertising and the use of hashtags like #organic, #healthy, and #vegan. Batat presents valuable typologies of storytelling, narrative, and semiotic techniques in food advertising, connecting these to food and gaming. The chapter raises questions about regulation and the evolution of advertising analysis in response to the diversification of digital advertising formats.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.