Paper Title
Food in Motion as a Visual Rhetoric in Advertisements

Abstract
Many food advertisements show food in motion. For instance, fish are seen swimming, milk or juice is seen poured, hotdogs dancing, and cornflakes flying. This article inquires why foodstuffs in advertisements are often imbued with attributes of motion they do not possess.Two studies reveal that this constitutes a form of visual rhetoric, results in enhanced consumer taste evaluations mediated by judgment of freshness. The theoretical, managerial, and public policy implications of the findings are discussed. Keywords - Food, Motion, Detriment, Visual Rhetoric