Is natural good for you? Myths, perceptions and science in advertising, marketing and the media

[摘要] ENGLISH ABSTRACT: This assignment explores the assumptions and perceptions – both real, and created by the media,marketers and advertisers – surrounding the word 'natural when applied to health foods,vitamins, home remedies and medication. It also examines the anti-science stance taken by manypromoters of such products and the appeal that stance holds for targeted consumers. In it anattempt is made to answer the following questions: What is the source of this apparently 'antisciencepoint of view? How have the media contributed to this type of sentiment? Why do socalled'natural products hold more appeal to consumers than their synthetic equivalents? Isthere a difference between such products? Is the difference real or perceived? Or, is it merely amedia construct? Does the popularity of these ideas indicate a growing distrust of science andgovernments? What effect has the media's portrayal of science had on peoples' attitudes to it?And, above all, what have the media done to advance the idea that 'natural is good for you?

[发布机构] Stellenbosch University