La costruzione delle preferenze dei consumatori/ pazienti: il concetto di ‘alimentazione sana’ nei messaggi pubblicitari di prodotti alimentari

Abstract

In this article we discuss how commercials about food contribute to the construc-tion of the concepts of ‘healthy, natural and genuine food’. We analyze a corpus of interviews by identifying all the passages in which consumers speak about products providing reasons for considering them ‘natural’ or ‘healthy’. By analyzing the ar-gumentation schemes and by relating them to the multimodality in the commer-cials, we describe the reasoning underlying consumers’ motivations.