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Meat Myths and Marketing

Meat Myths and Marketing

Diana Bogueva, Ian Phau
Copyright: © 2016 |Pages: 13
ISBN13: 9781466695535|ISBN10: 1466695536|EISBN13: 9781466695542
DOI: 10.4018/978-1-4666-9553-5.ch015
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MLA

Bogueva, Diana, and Ian Phau. "Meat Myths and Marketing." Impact of Meat Consumption on Health and Environmental Sustainability, edited by Talia Raphaely and Dora Marinova, IGI Global, 2016, pp. 264-276. https://doi.org/10.4018/978-1-4666-9553-5.ch015

APA

Bogueva, D. & Phau, I. (2016). Meat Myths and Marketing. In T. Raphaely & D. Marinova (Eds.), Impact of Meat Consumption on Health and Environmental Sustainability (pp. 264-276). IGI Global. https://doi.org/10.4018/978-1-4666-9553-5.ch015

Chicago

Bogueva, Diana, and Ian Phau. "Meat Myths and Marketing." In Impact of Meat Consumption on Health and Environmental Sustainability, edited by Talia Raphaely and Dora Marinova, 264-276. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9553-5.ch015

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Abstract

This chapter explores how marketing uses the creation and perpetuation of myths to reinforce demand for meat amongst mainstream consumers. It explores advertising misinformation including with regards the place of meat in our culture, its nutritional value, its association with affluence, masculinity and the benefits of small-scale production. The power of marketing is within the context of whether marketing has a role to play in decreasing rather than perpetuating meat-consumption.

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