Visuals of food : how images shape our perception of food

Abstract

Food is a crucial part of our lives and identities. Plenty of factors influence our eating behaviors, among them there are images or visuals. The aim of this thesis was to give an idea in what way and to what extent images especially influence our diet and perception of food. Additionally, research results would help setting the framework for an art project connected to this thesis. First, elements of food images and their purpose were determined with literature, articles, expert opinions and own experiences. Second, over a period of three weeks 110 food advertisements were collected in the public of Helsinki and Tampere. Those were categorized into content, alteration degree and healthiness degree. Afterwards, they were semiotically analyzed to determine what impact the random image sample could have on the public. A major part of the sample showed unhealthy food. People were guided towards an unhealthy diet on-the-go. One would need to take their time to eat healthier. However, concrete evidence and further research is needed, for example in the form of surveys.