La costruzione delle preferenze dei consumatori/pazienti: il concetto di ‘alimentazione sana’ nei messaggi pubblicitari di prodotti alimentari

In this article we discuss how commercials about food contribute to the construction of the concepts
of ‘healthy, natural and genuine food’. We analyze a corpus of interviews by identifying all
the passages in which consumers speak about products providing reasons for considering them
‘natural’ or ‘healthy’. By analyzing the argumentation schemes and by relating them to the multimodality
in the commercials, we describe the reasoning underlying consumers’ motivations.