Food: It is not just for consumption any more. Representation of food in Eastern and Western media
In recent years, Eastern culture has been affected greatly by the West. Numerous changes have occurred in these two societies which have had the effect of merging a number of cultural aspects of the East and West. Some traditional Eastern beliefs however, remain unchanged in the face of this Western barrage. This thesis will specifically compare how food is represented in advertising and in film for both the East and West. Food, in the West in recent years has been used more and more to represent sexual themes. Western companies, such as McDonalds have adopted advertising strategies using sex to sell food and to in general associate eating with different aspects of sexuality. These Western companies have not, to this point, used sexual themes associated with food in the East. Eastern commercials and films still tend to focus on family values and associate food with traditional deep cultural meaning. The goal of this thesis, therefore, is to indicate the cultural importance of food in the East versus the West and to cite specific examples of how these differences impact the philosophy of the societies in general.
0357: Fine arts
0708: Mass communications