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    Meat myths and marketing

    Access Status
    Fulltext not available
    Authors
    Bogueva, Diana
    Phau, Ian
    Date
    2015
    Type
    Book Chapter
    
    Metadata
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    Citation
    Bogueva, D. and Phau, I. 2015. Meat myths and marketing, in Raphaely, T. and Marinova, D. (ed), Impact of Meat Consumption on Health and Environmental Sustainability, pp. 264-276. Hershey PA, USA: IGI Global.
    Source Title
    Impact of Meat Consumption on Health and Environmental Sustainability
    DOI
    10.4018/978-1-4666-9553-5.ch015
    ISBN
    9781466695542
    Faculty
    Faculty of Humanities
    URI
    http://hdl.handle.net/20.500.11937/53412
    Collection
    • Curtin Research Publications
    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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