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THE UNWILLING LISTENER:some lessons from an advertising agency

Judith M. Lannon (J. Walter Thomson Company Limited)

Nutrition & Food Science

ISSN: 0034-6659

Article publication date: 1 May 1980



In the March/April issue of Consumer Affairs which reported the EEC Symposium of Food, Food Technology and Nutrition Labelling held in London earlier this year, John McKenzie is quoted as saying, ‘Food habits are changing: for economic reasons, (improved capacity to buy the foods the individual wants), because society is constantly changing (parenthood, changing jobs or houses stimulate change), and because of the changing trends in food imagery.’ Professor McKenzie said he omitted nutrition education and advertising as factors, because of his primary thesis: ‘If food consumption patterns change, they usually change because the consumer wants them to. This is very different from persuasion to change because nutritionists, government agricultural economists or legislators want them to change.’ And here I would add food manufacturers using mass media advertising.


Lannon, J.M. (1980), "THE UNWILLING LISTENER:some lessons from an advertising agency", Nutrition & Food Science, Vol. 80 No. 5, pp. 18-20.




Copyright © 1980, MCB UP Limited

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