MISLEADING AND DECEPTIVE IMAGES

When people consider the merit of messages, they automatically have biases depending upon how the message is delivered. The mind gives privilege to written words over spoken ones (termed scriptism or graphocentrism). Even more credence is given to pictures than either spoken or written words. As the saying goes, a picture is worth a thousand words.

Pet food marketers understand these human tendencies and take advantage of them.

Ingredient Deception
Given that pictures are the most influential, there is presently a spate of images on pet food packages representing what is purportedly contained in the products.

So packages show pictures of lamb chops, salmon filets, grilled steaks, roasted chicken, fresh steaks, cubed beef, fresh chicken breasts, grilled chicken, roasted turkey and a potpourri of fresh vegetables and fruits.

However, what is pictured is not really what is used as ingredients. The ingredient list may say salmon, beef, chicken, lamb, etc., but that is misleading. Those designations, in pet food AAFCO defined parlance, can mean that parts of a salmon, cow, chicken, lamb, etc., are used. In fact, the only part of the animal that is mostly or completely missing, is the part pictured on the package. In some instances, the pictured prime ingredient is not represented in the ingredient listing at all.

Consumers, already confused by the hundreds of pet food brands glutting the market, are easily led by such imagery. Wanting to feed their pet the best, and thinking pet food manufacturing is a form of magic, they easily fall victim to the idea that they are feeding rack of lamb and grilled steaks for one to two dollars a pound (including processing in hundred million dollar factories, packaging, shipping, commissions and profits for distributors and sellers.)

Not only does such imagery deceive consumers, it destroys trust in the industry. Moreover, companies who want to present their products honestly (and may actually be producing better products) are at a marked disadvantage. Of course people are going to choose products they think contain actual prime cuts of meats and fresh vegetables and fruits over those products not making such a portrayal. Particularly is this so when advisors, reviewers, rankers, and raters give the deceptive products five-star ratings.

Go here to see examples of this deceptive imagery and a series of lawsuits filed against companies engaging in this practice. https://goo.gl/e7tX9h

Science and Technology Deception
Other deceptive images include pictures of scientists busily working in laboratories, or peering through microscopes, presumably located within the inner sanctums of the pet food manufacturer. The impression is given that pet foods are the result of intense laboratory research and science. In fact, far more effort is put into marketing the illusion that the pet food is the result of science and experimentation, than into actually doing (if any) laboratory and microscopic work.

In fact, laboratory work and microscopes have little to do with producing high quality and healthy foods. The important expertise needed in producing high quality and healthy pet foods is not found in a laboratory or behind a microscope. It is described here.