A culture of wellbeing... in the kitchen. Reflecting on food in the context of the concept of wellbeing

Abstract

The aim of this article is to show that referring to the concept of well-being in a broad sense (not only in terms of physical health, but also in an emotional or social sense) is used in food advertising to encourage consumers to purchase food products. However, referring to the idea of wellbeing in food advertising does not necessarily imply building a ‘positive food culture’, that is, one that supports healthy eating habits (Mingay et al., 2021), as it can also be found in advertisements for sweets or fast food. One of the theoretical references used in the article is the concept of food for wellbeing (Block et al., 2011), which complements the hitherto popular food for health concept.