As Benjamin Missbach describes in his article, Mental Imagery and Food Consumption, human beings have an enigmatic, Proust-like capacity to,
“travel back and forth in time by using mental simulations. By imagining shapes, forms, and scenes, humans can relive the past and visualize future events”1.
The process of reimagining the past, as demonstrated in the above image on the back of a delivery truck, is emblematic of how the food industry operates in the western, developed world. Unlike Marcel Proust’s madeleine, however, whose triggered memory was based on an actual memory, our nostalgic reactions today to such images as the one above — a white cowboy rancher, is based more on fiction and fantasy than fact and reality. Continue reading “#BeyondHalal – The Role of Imagery in Manipulating Food Choices”