What is the rhetoric of local advertising?

Published by James Taylor

Research Methods

Interview Map

The purpose of the current research was to examine the rhetoric aspect of local advertising in local food restaurants in the area.

Research Question: What is the rhetoric of local advertising?

How do local food restaurants and businesses communicate about the local aspect of their food in the message? It could be addressed by analyzing different media channels, including marketing, branding, verbal, and visual aspects.
What is the Meaning of “local”?
Are the messages that the local food restaurants produce effective?
Do the customers consider purchasing the products based on the “local” aspect of the message?

Hypothesis: Local food restaurants’ rhetoric on local advertising does not affect the customer’s perspective on the purchase due to message delivery.

Introduction

While conducting any survey or asking interview questions that require addressing the subjects on a face-to-face capacity, Keyton (2018, p.140) suggests that it is necessary to indulge or engage the participants first before any other agendum. Consequently, the interview map for this particular research focuses on meeting the subjects to gauge whether they would like to participate in the survey process. The type of survey design that the researcher will use is the self-report which entails the face to face interview (Keyton, 2018, p. 135). The process is relatively simple which ensures that there is increased trust between the researcher and the participants. The following is a representation of the introduction phase of the interview.

Establish a rapport: the purpose of this part of the introduction stage is to ensure that the respondent is aware of the presence of the researcher in the room or their appearance. Consequently, the introductory speech will be:

“Hello, my name is {insert researcher’s name}, and I would like you would like you to respond to questions of s survey I conducting concerning local food restaurants and the perception of regional authenticity.

Purpose: The significance of the research is to understand whether the message that the local food restaurants pass concerning “authenticity” has a sense of identity and attracts customers.
Motivations: I hope to obtain much information from your participation as it would help in the successful completion of my College project. Besides, the data will provide an outlook as to how restaurants affect the dynamics of consumption among customers based on their advertising aspect.
Timeline: Do you mind sparing ten minutes of your time to answer a few quick questions regarding your experience at the restaurant as well as associated questions?

Transition: Thank you. I want to give you a brief synopsis of the work at hand to understand the vital role you play as a participant. At this juncture, as a researcher, I will expound on the aspect of the research focusing on the main criteria. I will explain the perception of local foods, how restaurants are cashing in on the terminology. Consequently, any researcher’s goal is to influence the monoculture aspect based on nativity and authenticity (Prody, 2013). The results of changing the consumption of certain types of foods coincide with high prices which ostracize certain socio-economically disadvantaged individuals, especially for college students, this may not be beneficial (Prody, 2013). In some extreme cases, restaurants can advertise the need for clients to consume unhealthy products which is against the health code violation of authenticity and nativity (Warde & Martens, 2001).

Body
How did you know about this restaurant?

Was it a referral or just by coincidence that you visited the restaurant?
Do you often come to the restaurant and if so, how many times?

What is your impression of the restaurant?

Do you like the ambiance and why? Or why not?
Do you like interior design?
Do you think it captures Chinese authenticity? Why or why not?

What is your opinion about the food?
Do you think the restaurant envisions the nativity and authenticity of the Chinese culture through its food?

Why do you think the Chinese restaurant does or does not do to mirror the Chinese traditions through the food it serves?
Do you think it provides the ‘home away from home’ ambiance through the food?

What is your perception of the traditional serving style?

Do you think it provides an authentic feel or not?
Explain what is wrong or right about the style used in serving.

Do you feel like other people from other cultures can associate with the Chinese restaurant and its style?

Can you provide an example of why you support the question or not?
Do you think the location of the restaurant guarantees that it reflects the population that lives around?
If so, how do you feel about it? Do you think it alienates some people or not?
How do people perceive the restaurant?

Transition: The transition will introduce the participants to the primary part of the research. As a researcher, I will expound on the aspect of the terminology “local” and how it affects the perception of a restaurant.

“So, we have talked about the Chinese restaurant, its affiliation with the traditional part of the Chinese culture, and how it is mirrored through the interior design and the serving style. I would like to know your standpoint on the terminology “local” and precisely how it affects your perception about authenticity and message delivery in restaurant advertising.

What is your definition of the term “local”?
Do you think the term local is defined explicitly or under defined?
How does this affect your perception of terms such as local foods?
Do you think the local aspect brings a divide on the socio-economic character?

For instance, do you think restaurants use the term to overprice food which most people in this area are unable to afford?
Does the term local influence the eat-out culture in the neighborhood only attracting a particular class of people?
Does it limit the consumer choice on local consumption of food?
Do you think the term “local” only appears to attract a certain crowd who believe that it is a term for locally grown foods or locally made foods?

Transition: Thinking of how local food consumption affects the regional distribution and production chain, there is much contention about the message that the restaurant communicates through advertisement. As we can see, the restaurant prides in visual notes which summarize the Chinese themed aspects.

Do you think the restaurant affects the type of foods that are being distributed in the area from the local farmers?

Do you think it brings about the territorial aspect of food consumption especially for Chinese customers? (Schrank & Running, 2018, p. 190).
Does it affect the local food distribution chain such as an increase in Chinese based foods?
Does it enhance the local’s culture and perception of authenticity or not?
Do you think the term local factors into the purchase of locally manufactured or produced foods?

Transition: There is the issue on the message effectiveness of the advertisement that the restaurant posts in its doors and around the neighborhood.

Do you think the message is effective?

Active means that it sends the right message, so, do you think it achieves that?
If not, explain why?
Inherently, there may be issues concerning the message display, what is your problem?
Does it affect how a person or a customer perceives the restaurant? (Gorham, Rumble & Holt, 2015, p. 4)
If so, what is the perception?

Does the message echo what customers want?

Does the restaurant understand what the customers want through their media advertisement?
If not, explain why.

Transition: There is a need to address the message that the restaurant advertises. I want to get your perspective about the news through the close-ended questions below:

Is the message appropriate?
Is the communication effective in relaying what it intends to?
Is the message helpful based on visual aspects?
Do you feel the message would have been more appealing through another form of communication such as billboards or posters?
If yes, explain why.

Transition: there is the issue on communication, and there is a need to address whether the restaurant should remain authentically Chinese through its advertising or incorporate an aspect of Chinese all around.

Do you feel as if the restaurant should change its color dynamics and how the transition between Chinese and English letters are positioned to streamline the message?
Are you aware of the influence that the Chinese restaurant brings to the historical and cultural practices of the people from Chinese background?
Is the impact significant or not?
How does this influence other people’s perception, for instance, through the message presented or advertised?

Do you think the Chinese restaurant is only targeting a certain crowd of people? As we can see, most of the clients are men.

Does this enhance the stereotypic mindset about Chinese background and traditions?
Does this enhance the quality of the product that the restaurant serves?
Are you aware that the perception about the restaurant affects the attitude and preference of foods among the clients or the neighborhood?
Considering that majority of the clients are College-going individuals or professionals, does this affect their attitude towards the pricing and the food (Student Submission n.a.) served in the area irrespective of the race and ethnicity aspect?

Transition: Thank you for your time. I am hopeful that the information will be vital for the researcher to analyze the effect of advertising the Chinese restaurant.

Conclusion

Apart from the information I have gathered from you, do you think there are some aspects I have left out and you would like to contribute?
Indeed, it has been a pleasure surveying with you. Thank you again for taking your precious time to answer the questions I have asked. Enjoy your meal. Thank you.

DEMOGRAPHIC INFORMATION

A reliable and valid interview report requires a thorough analysis of the demographic that the researcher will interview. According to Keyton (2018, p. 139), a consistent interview report encompasses the validation of the target participants to create a credible background for the research design and analysis. Accordingly, the following demographic information will be analyzed based on the population targeted in the local food restaurants. The following is a representation of the demographic information that the researcher would ask the participants:

Provide Name —————————————–
What is your age?
30 and above?
Between 25 and 30?
Between 20 and 25?
Below 20 years of age?
Which educational system do you attend?
The higher institution of learning (college or university)?
Post-graduate?
High school
Not attending
Kindly indicate your ethnicity or race ———————————–
What is your gender
Male?
Female?
How often do you eat out a lot?
Once a week.
Twice a week.
three times a week
more than three times a week
Do You Speak Chinese?
No
a little but not as fluent
How much do you know about Chinese culture?
A lot including historical outlook.
Little information.
No information.
Do you think the crowd in the restaurant depicts the type of customers that the restaurant attracts? Why or Why not?
Do you think local food businesses communicate their message in a “local” way?
If not, do you think there is an aspect of blended message advertisement? For instance, the inclusion of English and Chinese?
Does this make the message authentic and native-based?
Do you think there is a meaning to the term, “local”?
Does the term mean locally made?
Or Do you think the term relates to locally produced foods?
In your opinion, do you think, therefore, the word is generally used for Chinese food made locally, produced locally or blended?
Does this affect the link between the message advertised by the Chinese restaurant or not?
It is suggested that communication advertisement influences customer decisions on local food consumption (Holt et al., 2018). Do you believe this is true?
Consumer decisions solely lie on the aspect of message effectiveness. Do you think that the message displayed in the communication by the Chinese restaurant is effective?
Why or why Not? It is known that a sense of local community influences the decision to purchase local foods.
Usually, the decision solely lies on advocating local foods due to their perceived environmental friendliness and sustainability. Do you think that the Chinese food served in the restaurant is as a result of this?
As such, is it pertinent to link the message advertised and the restaurant orientation such as food served, pricing, and local ambiance?
Finally, is there a relation between the term local and how the restaurant portrays it through its food and service style?

References

Gorham, L. M., Rumble, J. N., & Holt, J. (2015). The impact of local: Exploring availability and location on food buying decisions. Journal of Applied Communications, 99(2): pp. 4. Retrieved from http://newprairiepress.org/cgi/viewcontent.cgi?article=1046&context=jac

Holt, J., Rumble, J. N., Telg, R., & Lamm, A. (2015). The message or the channel: an experimental design of consumers’ perceptions of a local food message and the media channels used to deliver the information. Journal of Applied Communications, 99(4): pp. 2. Retrieved from http://newprairiepress.org/cgi/viewcontent.cgi?article=1053&context=jac

Prody, J. M. (2013). A call for polycultural arguments: Critiquing the monoculture rhetoric of the local food movement. Argumentation and Advocacy, 50(2): pp. 104-119. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/00028533.2013.11821813

Schrank, Z., & Running, K. (2018). Individualist and collectivist consumer motivations in local organic food markets. Journal of Consumer Culture, 18(1): pp. 184-201. Retrieved from http://journals.sagepub.com/doi/abs/10.1177/1469540516659127

Student Submission (n.a) Healthy eating on a budget: negotiating tensions between two discourses.