Natural, enjoyable, and Finnish: Social representations of eating meat in Finnish meat product advertisements

In this study, we examine how meat product advertisements shape the image of meat-eating at a time when alternatives to are increasingly being discussed in many Western countries. Drawing on social representations theory, multimodal analysis, and deconstructive reading, explore certain meanings attached while others put aside. The research material consisted 65 advertisement videos published by two largest Finnish companies between 2013 2021. We identified naturalness, enjoyment, Finnishness as main concepts used promote consumption. were constituted three embedded themata namely, edible/inedible, human/animal, us/them, structuring everyday conceptions regarding meat-eating. Theoretically seek show participate dialogical negotiation socially salient topics present-day societies contribute construction representations.