Obscuring the Veil

Food Advertising as Public Pedagogy


  • Ellyse Winter University of Toronto




Commodity fetishism, advertising, animal-industrial complex, public pedagogy, critical food pedagogies


Working with Karl Marx’s concept of commodity fetishism, the purpose of this paper is to argue that food advertisements and packaging work to further obfuscate the social, economic, and environmental relations behind the animal products and by-products consumed in Canada and the United States. The paper discusses the socio-ecological implications of the animal-industrial complex and employs a critical discourse analysis to examine how advertisements for animal products and by-products function as sites of public pedagogy to obscure these adverse effects. Finally, this paper outlines a vision of critical food pedagogies that both ‘removes the veil’ (Hudson & Hudson, 2003) and addresses the underlying generative framework that drives our relationship with an industrial food system




How to Cite

Winter, E. (2020). Obscuring the Veil: Food Advertising as Public Pedagogy. Canadian Food Studies / La Revue Canadienne Des études Sur l’alimentation, 7(1), 126–153. https://doi.org/10.15353/cfs-rcea.v7i1.377