In today’s culture efforts to become healthier have become more prevalent and this desire to lead a healthy lifestyle has been a motivation.
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For many Americans to pursue the organic food industry the term organic has become a recent fat that has numerous Americans paying premium prices for what they believe to be a natural healthier substitute to conventional foods.
Companies are using explicit language to target specific demographics of consumers when they are marketing and labeling their products there is no legal definition of what organic is and this has led to much confusion behind what truly qualifies a product as being organic according to a scholarly article written by Alex Nath from war Chester Polytechnic Institute the organic label is a marketing tool it is not a statement about food safety.
Since many consumers are unsure about what being truly organic means companies are able to market using tricky language that allows their products to be marketed as organic which is not always the case.
Demographics make up a huge factor in the use of specific language in marketing the use of language will vary depending on who the targeted consumer will be when advertisers narrow down their target consumers they then use specific keywords and phrases to market their products in the organic food market there is a relatively focused group of target consumers a student article explains that the ideal consumer is health-conscious they tend to be fit and are generally between the age group of 25 to 44 when targeting a certain consumer group creating appeal to the products or business is a huge element marketers have found ways to grab the attention of potential consumers and the use of keywords and phrases in advertising is one of the most successful techniques possible there are a few ways that marketers can use specific phrases and words to methods used are to make the marketed products sound more appealing or to use certain words that will make the other products sound bad the Center for research and education technology conducted a research report that claims that some of the keywords that marketers use to draw attention to products are based on taste some of these words include flavor some natural real mouth-watering superb tasty unique and one words make the products seem more appealing and we’ll draw the consumer in based on the taste and purity of the product.
Aanother way language is used for marketing organic products is to show the negative side of non organic products in this case advertisements will have words that make other foods sound less flattering and creates a feeling that other food is automatically where Street although there is no scientific proof that organic food is healthier a general idea of organic food is health conscious these words are used to drive the consumers away from traditional produce in products and into organic markets.
Some of these words include pesticide drugs chemicals resistance fertilizers dangerous concentrations and toxic these words are used in hope to drive more consumers towards eating healthier in the advertisements that use these words they will have phrases like pesticide free or no dangerous or harmful chemicals used for the marketing of organic foods advertisements are not the only way that language is used to benefit sales.
The labels on the packaging of the products I’ve created a situation that could be looked at in a negative light because the confusion that they create there are certain laws and regulations dealing directly with the use of specific phrases on labels of organic foods there are three types of phrases that are allowed to be used on organic labels according to my fresh local com products can be labeled as either a hundred percent organic organic or made with organic ingredients these are strange and somewhat confusing.
100% organic means that all ingredients inside the product are completely organic now being labeled as organic means that the product may contain up to 5% non-organic ingredients and lastly labeling a product is made with organic ingredients means that the products contents that are being sold may contain up to 30% of non-organic materials both 100% organic and organic labels are allowed to use the USDA.
CEO however the average consumer would not have any idea that there is even a difference between the 3 let alone that there is three legal labels the consumers of organic food need to be better informed when paying more money for foods that may or may not be better for their health