1. Script
There will be Montage shots of hypersexualised food below is the
voice over of what will be said while this is being shown.
Throughout this voiceover we will cut to a point of view shot within
a supermarket.
Before the break we saw what foods have the connotations of many
emotions such as happy, sad and everything in between. Lately all
food is being sexualised from the aero chocolate which is seen as
sexy and sensual as the bubbles melt in your mouth to the special k
cereal which provides you with the sexiest figure. Now I want to
know why food is becoming so heavily sexualised and whether this is
good or bad for our society? We all eat food everyday, its something
we cant escape but why is it that food is now becoming more
sexualised by things such as advertising and even the packaging. Now
there is one food supermarket which is becoming extremely popular
due to its ‘food porn’.
Shahna will be standing outside Marks and Spencer’s with hopefully
customers coming in and out of the shop
Mark’s and spencer’s is a supermarket which has been open for over
125 years. It a household name in the supermarket business and known
for its excellent service and good quality from clothes to food.
Dine in for £10 is one of many cost effective campaigns that the
store runs periodically throughout the year.
Shahna outside in oxford street asking the following to members of
the public.
Describe the Marks and Spencer’s adverts in three words.
How would you describe Marks and Spencer advert?
Mark’s and spencers don’t just advertise sweet treats but also
‘normal’ food such as chicken and fruits. Advertising places a huge
part in what us as a society buy and the increase of sexualisation
with products gains company’s such as roundtreea large amount of
profit as the society we live in is all about sex.
According to our statistics we are now buying more of this [lifts up
affordable treats, close up] and less of this [camera pans to
expensive food]. From rich to poor the recession has hit us all.
Statistics show that we are how now spending x% less and the average
household spend is down b x £’s per week. But why? [Fast forwards
clips of people shopping]. A big high street retailer boasted 6.2%
gross national product increase so we are clearly still out on the

2. streets shopping for food, so what’s this down to? Advertising
sexual images of food maybe?
http://annualreport.marksandspencer.com/financial-statements/key-
performance-measures.aspx
Cut to opinion of marks and spencer possible negative one.
Interview of professional (m&s worker/manager)
Let’s see how the public really react to the food porn
Various clips of people’s reactions when watching the adverts
(mostly close ups and mid shots)
We want to know has this rapid growth of the sexualisation of food
new or is it just made to be more obvious in todays society?
Archival footage of women in the kitchen baking a cake
In the 1960s women’s role was considered to be in the kitchen where
she would provide for her family. It was a very patriarchal society
and many men found watching their wives in the kitchen attractive.
Ingredients such as flour, milk, sugar and cupcakes had many
ideologies and symbolisms of something all men have. These
ideologies are still about today. Chocolate, lollipops and many
other foods including bread are seen as sexy when eaten by women.
Many adverts such as round tree galaxy emphasis on this. Cakes are
now being associated with certain women body parts such as their
bums and breasts.Sociologists like the feminists believe we are all
living in a patriarchal society and these ideologies were created by
men. (voiceover)
Interview (a sociologist)
The sexualisation affects many people in different ways whether this
is increasing the food they buy or their perception on the certain
food. But a milkshake can’t be as sexy as it is shown to be can it?
Next week we will be investigating the contrasts of images with
unhealthy food and its effect on the public. Why do skinny models
advertise chocolates, sweets and ice-cream? Watch tomorrow to find
out
Images of next episode