It’s a summer evening and the sun is beginning to set, and the heat is subsiding. The smell of the barbecue wafts through the air and your grill-master friend hollers that the burgers are ready. You settle into a lawn chair with a cool beverage in one hand and a plate of food in the other. You reach into the potato chip bag for a perfect, salty crunch to counter the juicy meat, tomatoes, ketchup and bun. Stop a minute and look at the potato chip bag.
What does the advertising say on the bag? What are the descriptions? All natural? Kettle cooked? Since 1955? These descriptions indicate more than just the kind of chip or how it is made. Rather, the advertising language gives insight to one’s identity, particularly socioeconomic class and values.
You probably could guess that the language on a Cheetos bag targets the lower class, budget conscious and perhaps college students (hey, it’s cheap and cheesy), while a bag of Boulder Canyon chips or Kettle Brand appeals to the upper class.
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