Food marketing and advertising.

OCR

GCSE

The study of food marketing and advertising requires a critical examination of the psychological, sensory, and commercial strategies employed by manufacturers to influence consumer behaviour. Candidates must analyse the tension between commercial profitability and public health, specifically regarding the promotion of High Fat, Sugar, and Salt (HFSS) products. The scope encompasses the evolution from traditional media to algorithmic social media targeting, the regulatory role of the Advertising Standards Authority (ASA), and the ethical implications of targeting vulnerable demographics such as children. Mastery involves evaluating how marketing techniques contribute to the obesogenic environment.

Objectives

Exam Tips

Pitfalls

Key Terms

Mark Points

What You Need to Demonstrate

Key skills and knowledge for this topic

Award marks for precise identification of marketing methods: BOGOF, celebrity endorsement, product placement, and loyalty schemes.
Credit analysis that links marketing techniques to specific target demographics (e.g., use of bright colours/cartoons for pester power).
Responses must distinguish between statutory labelling (allergens, quantity) and voluntary marketing claims (low fat, high fibre).
Higher tariff responses must evaluate the ethical implications of marketing high-sugar/fat foods to vulnerable groups in relation to the Eatwell Guide.

Marking Points

Key points examiners look for in your answers

Award marks for precise identification of marketing methods: BOGOF, celebrity endorsement, product placement, and loyalty schemes.
Credit analysis that links marketing techniques to specific target demographics (e.g., use of bright colours/cartoons for pester power).
Responses must distinguish between statutory labelling (allergens, quantity) and voluntary marketing claims (low fat, high fibre).
Higher tariff responses must evaluate the ethical implications of marketing high-sugar/fat foods to vulnerable groups in relation to the Eatwell Guide.

Examiner Tips

Expert advice for maximising your marks

💡When evaluating packaging, explicitly reference the 'Traffic Light' system and Reference Intakes (RIs) to support arguments.
💡For 'Discuss' questions, ensure arguments cover both the commercial benefit to the manufacturer and the health impact on the consumer.
💡Allocate 1 minute per mark; ensure 8-10 mark questions include a concluding judgement to access the top band.
💡Use specific terminology such as 'target demographic', 'ethical marketing', and 'nutritional profile' rather than general terms.

Common Mistakes

Pitfalls to avoid in your exam answers

Confusing 'Best Before' (quality indicator) with 'Use By' (safety limit) when discussing packaging regulations.
Providing generic assertions (e.g., 'it makes people buy it') rather than explaining the psychological mechanism (e.g., 'brand loyalty', 'perceived value').
Failing to differentiate between 'reduced fat' (relative to original product) and 'low fat' (legal absolute definition).
Describing the product's sensory qualities (organoleptics) instead of the packaging's persuasive features.

Key Terminology

Essential terms to know

Likely Command Words

How questions on this topic are typically asked

State

Describe

Explain

Discuss

Evaluate

Justify

Assess

Ready to test yourself?

Practice questions tailored to this topic