Unhealthy foods are described with language of excitement and indulgence, while healthy foods are described with deprivation and blandness.

“generally what we've found is that when people talk about unhealthy foods, they use a language that connotes a sense of excitement, fun sexiness danger indulgence basically anything good and desirable, right? ... But on the other hand, when people are talking about, if they do, which, you know, healthy foods aren't portrayed in media, they aren't portrayed by influencers rarely ever. And when they are, they're often talked about with language that conveys a sense of deprivation. It's nutritious, but it's sort of boring, it's bland. It's not tasty.”