Script

There will be Montage shots of hypersexualised food below is the voice over of what will be said while this is being shown. Throughout this voiceover we will cut to a point of view shot within a supermarket.

Before the break we saw what foods fun, boring and everything are in between. Lately all food is being sexualised, form the slow and sensual aero chocolate to the confident and sexy special k cereal. In this part we will try and understand why food is becoming so heavily sexualised. Now we are giving you more information and more facts straight to your living room so you aren’t fooled and YOU can take control of what you see, how you perceive it and in turn what you buy. I’m here to help you the consumer! Milkshakes can’t be that sexy can they?

Shahna will be standing outside Marks and Spencer’s with hopefully customers coming in and out of the shop

Mark’s and spencer’s in a supermarket which has been open for over 125 years. It a household name in the supermarket business and known for its excellent service and good quality from clothes to food. Dine in for £10 is one of many cost effective campaigns that the store runs periodically throughout the year.

Shahna outside in oxford street asking the following to members of the public.

Describe the Marks and Spencer’s adverts in three words. How would you describe Marks and Spencer advert?

According to our statistics we are now buying more of this [lifts up affordable treats, close up] and less of this [camera pans to expensive food]. From rich to poor the recession has hit us all. Statistics show that we are how now spending x% less and the average household spend is down b x £’s per week. But why? [Fast forwards clips of people shopping]. A big high street retailer boasted 6.2% gross national product increase so we are clearly still out on the streets shopping, so what’s that down to? Advertising maybe? Marks and Spencer’s are the notorious for their sexy adverts we buy into this because of how sexualised society has become.

What I want you to know is how food has gone from this to becoming described as this.

Cut to opinion of marks and spencer possible negative one.

Interview of professional (m&s worker/manager)

Let’s see how the public really react to these sexualised adverts

Various clips of people’s reactions when watching the adverts (mostly close ups and mid shots)

We want to know has this rapid growth of the sexualisation of food new or is it just more noticeable in todays society?

Archival footage of women in the kitchen baking a cake

In the 1960s women’s role was considered to be in the kitchen where she would provide for her family. Was this because it was seen as sexy for men? Ingredients and food such as flour, milk, sugar and cupcakes had many ideologies and symbolisms of something all men have. These ideologies are still about today. Sociologists like the feminists believe we are all living in a patriarchal society and these ideologies were created by men however men also provide images in adverts of the sexualisation of food. (voiceover)

Interview (a sociologist)

There are many opinions on the sexualisation of food and its effects on citizens and society. What do you think? Do you think it is right or wrong to portray this image of what we eat?

Next week we will be investigating the contrasts of images with unhealthy food and its effect on the public. Why do skinny models advertise chocolates, sweets and ice-cream?

Images of next episode