MAM: Our Daily Bread

Our Daily Bread (Unser tägliches Brot) is not a movie that focuses directly on marketing like the other movies I have presented as part of MAM. However, it can contribute to a powerful discussion about truth, deception and authenticity in marketing.

The movie doesn’t use any words at all (so don’t worry about it being in German!). Rather it is a collage of powerful images depicting how modern food production works, and how it transforms the “raw material” (such as living animals or fruit) into the final product.

It may at times be quite lengthy, so I don’t really recommend watching it in class, though a short bit of the movie might be ok.  The lengthy, commentary-less, sometimes shocking and almost surreal imagery used in the film brings home the message of how contemporary food production is treating those products we all consume. This look behind the scenes approach then lends itself, for example if you think of using it in a class room, to discuss the ethics of food marketing – and claims made by the food industry and appeals or imagery so frequently used of “happy animals, green pastures and pretty farms”…

 

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