Advertising food in Australia: Between antinomies and gastro‐anomy

Abstract

Over the past half century, consumers in Australia have increasingly been confronted with a plethora of health food products. This paper focuses on health food that encourages consumption through the promise of health benefits. In this context, media representation of such food serves as a lens to explore the spread of consumer culture in Australia. Using a historical perspective, this paper asserts that in promoting such foods, food “experts” form an advisory nexus in an increasing context of “gastro‐anomy” that Fischler (1980) speaks of. Fifty years of advertising, editorial content and articles are examined from the Australian Women’s Weekly. Warde’s (1997) antinomies of tastes are used as a starting point to show how the anxiety and risks associated with food consumption are built up and allayed.