Healthy Choice

1.    Whose message is this? Who created or paid for it? Why?

This message is presented by Healthy Choice to promote their line of steam dinners.

2.    Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

Based upon the upscale kitchen, which is absent of any signs of children, with man eating alone it appears to be a mid to high level, 2 income family without children.  Mother and daughter are not particularly close and mother is envious of her daughter and her attitude.  The couple appears to be well educated as their word choice is precise and complex.

3.    What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

If you are “young and hip” you will be well educated, eat these wonderful dinners, and not bother with children.

4.    What is the “subtext” of the message? (What do you think is the hidden or unstated  meaning?)

One does not need to spend time in the kitchen to eat well. You can be young and hip and enjoy life, Healthy Choice is all you will need.

5.    What kind of lifestyle is presented? How?

This is truly an upper middle class family with few financial concerns.  The couple does not appear to eat together and can afford to eat convenience foods, but they are health concious as they are both well groomed and fit.

6.    What values are expressed?

            Money is important as is health.  Convenience is key.

7.    What tools of persuasion are used? See "The language of persuasion"

There are at least two very clear forms of persuasion being used in this ad.  The first is ASSOCIATION, the illusion of wealth and comfort and the second is HUMOUR, the whole concept is funny and cheeky.  Making fun of an older woman who wants to be hip is worthy of a chuckle and would probably appeal to the demographic targeted.

8.    What positive messages are presented? What negative messages are presented?

Old age is bad and people should act their age and that the younger generation has the right to keep their elders in an older mindset.  It also shows that eating healthy is important, for if you are eating healthy than you too can be youthful and successful.

9.    What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

This piece empowers the thirty somethings and brings the “elderly” to a lower leve by poking fun at the mother.   As this piece is targeted towards upper middleclass, childless families, who are undoubtedly struggling with parents who are interfering in their lives, (“I want grandchildren”), it empowers the younger generation to degrade and humiliate their parents.

10.  What part of the story is not being told? How and where could you get more information about the untold stories?

There is little to no nutritional information given which would be available either via the company website or on the food product themselves.  It also does clearly state where one can locate the items (freezer section or shelf) and this would make a difference in the quality of the food.

I believe my deconstruct was fairly close, I could have paid more attention to a few details such as the landscape of the kitchen, but I did get the big picture overall.  I was, as is suggested in the deconstruct, a little upset with this interpretation of mothers/daughters.  Daughters should respect their mothers, not belittle them and older women are empowered in the 21^st Century, not minions of their overindulged thirty something children.