British Food Journal Volume 82 Issue 5 1980

Abstract

Reviewing the Food Standards Report on Misdescriptions contained in this issue—the terms, names, phrases widespread in the field of agriculture and food—one cannot fail to notice the impressive role that words generally play in everyday use of language, especially in those areas where widespread common usage imports regional differences. The modern tendency is to give to words new meanings and nowhere is this so apparent as in the food industry; the Food Standards Committee considered a number of these. The FSC see the pictorial device as making a deeper impression than mere words in relation to consumer preference, which is undoubtedly true. Even Memory can be compartmentalized and especially with the increasing years, the memory tends to become photographic, retaining visual impressions more strongly than the written word. Auditory impressions depend largely on their accompaniments; if words are spoken with the showing of a picture or sung to a catchy tune, these will be more strongly retained than mere words on a printed label. At best, pictorial devices give rise to transient impressions, depending on the needs and interests of the viewer. Many look but do not see, and as for spoken words, these may “go in one ear and out of the other!”.