I absolutely adore Whole Foods Market, so it’s quite a shame the prices usually steer me towards cheaper alternatives; however, I was lucky enough to have my sister come through town this weekend on business. After a run around Town Lake she offered to treat me to dinner, and so I decided to continue with the healthy trend (as well as the fact that I knew I had an assignment due this week). I have been there on many occasions, so I already knew I was attracted to the store, but I had never truly contemplated why. I realized that almost everything from the store I chose to put in my body would be healthy, but there had to be more subliminal forces at work. First, I noticed the not so subtle word choice used on signs. Whether for entire areas of the store, or just for individual items, the descriptions are never as simplistic as “Potatoes” or “Deli Section”. At Whole Foods the signs read “Organic Rustic Potatoes” and “Natural Meat and Poultry,” and they aren’t just “Chicken Nuggets”; they feel the need to specify their wholesomeness by adding “Breast” to the title. I’m sure I buy into this technique though. Diction is terrifically important in argument, whether it is simply informative, as the signs are, or persuasive, as in a debate. Through other information on their well crafted signs and other descriptive plaques, they establish ethos in the consumers’ eyes. By certifying where fruits and vegetables are from, as well as especially identifying local produce, the store gains credibility, as customers view how the company is seeking to support local growers, help the environment, and add uniqueness (as well as justification for high prices) to a nondescript piece of fruit. Another detail I noticed as I walked with my sister towards the “Prepared Foods” section was organization in the store, and in particular organization by association, a powerful argumentative strategy. By placing mushrooms in the midst of moss and logs, the store knows one will not be able to separate the two. One will see the two together and think how fresh, organic, and natural the mushrooms must be. By placing wine next to certain cheeses, the store appeals to consumers’ knowledge that the two blend together beautifully, and how decadent they are as a pair. The company of course hopes the consumer will feel obligated to buy both as a consequence. At this point in browsing I was distracted from my task at hand by the food laying in clear view, and felt compelled to grab a box by the pound meal to enjoy with my sister.
