Thursday 31 October 2013

Sex in Advertising: How and Why Sex Sells

woman eating apple - subliminal sex advertisement

Marketers continue to use more sex in advertising for a greater range of products.  The merchandise that are traditionally associated with sex appeals are usually designer clothing, alcohol and fragrances which appear to be featuring sexual imagery that is increasingly explicit.
Sex in advertising is the use of sexual interest as a tool of persuasion to draw interest to a particular product for the purpose of sale (wikipedia.org/wiki/sex_in_advertising).
When we define sexuality, we can look at it from a biological, emotional/physical or spiritual point of view (www.media-awareness.ca, 2005).  Sex is a reproductive mechanism and it is a basic biological drive that exists in all species (Price, 2002).  Emotional or physical sex represents a bond between two individuals and it is an expression of profound emotional feelings.  It is a physical manifestation of emotions of love, trust and caring (www.media-awareness.ca, 2005).  Spiritual sex on the other hand, is an expression of inner human spiritual life; it is an ethereal, unearthly connection between two individuals (ibid).
Courtney and Whipple (1983, p.103) described sex in advertising as sexuality in the form of nudity, sexual imagery, innuendo and double entendre…employed as an advertising tool for a wide variety of products.  They state that sex in advertising can be considered mediated messages (i.e. Television commercials, magazine ads) containing sexual information with the persuasive purpose of selling branded goods.  Advertising is commonly defined as any paid-for mass-media communication (Brierley, 2002, p.2).
When sexuality is used in advertising, certain values and attitudes towards sex are being ‘sold’ to consumers along with products.  Historically, the trend in advertising has been to eroticise women more often than men (Reichert, 2002).   According to Reichert (2003, p.29), sex in advertising has been the motivation for increased consumer interest and sales, for example, W. Duke & Sons inserted trading cards into cigarette packs that featured sexually provocative starlets to increase sales in 1885.  Duke grew to become the leading cigarette brand by 1890.
Nonetheless in recent years we have begun to see men being portrayed in a similar manner, though we are still more likely to see women sexualised in advertisements.  This is evident when we look at ads that depict couples, or in advertising campaigns that use men and women to advertise the same product, see figure 1.
calvin klein-sex advertisement
Fig.1 CK One Fragrance
Calvin Klein has been responsible for many controversial ads depicting explicit images of sex.  Here we can see a male and a female model half naked from their waist up.  The woman is more sexualised than the man as she is standing in front of him on display.  It is clear to see that the man has the power over the woman; he has wrapped his arm around her, with the other entering her jeans.  They are standing outside as we can see a brick wall behind them, which leads one to assume that this is a ‘one night stand’, not a romantic couple in love.  The bottle resembles a sex toy as the man is using it to touch her body which is giving her pleasure, at the same time using it to cover her breast.
The use of sex in advertising can be highly explicit or extremely subtle: from relatively graphic displays of sexual acts, down to the use of basic cosmetics to enhance attractive features.(http://en.wikipedia.org/wiki/sex_in_advertising)
According to Taflinger (cited in Price, 2002) sex is the second strongest of the psychological appeals, right behind self-preservation.  He also points out that gender plays an enormous role in the effectiveness of the advertising.  Messaris (1997, p.48) claims that advertising is easier and more effective on men as they are more responsive to the visual aspects of sex, and women on the other hand are more prone to be attracted to images of romantic attachments than sexual imagery.

Types of Sexual Advertising Content

According to Harris (1994, p. 206) sexual information is any representation that portrays or implies sexual interest, behaviour or motivation.  It is often integrated within the advertisements as images, verbal elements or both.  Dolliver (1999) claims that an Adweek poll revealed more than 70 percent of respondents think there is too much sexual imagery in advertising, and that advertising analyses suggest ads are more sexual than ever before.  These ads are more than just ‘scantily clad models’ as sexual content can vary in form and meaning (Reichert, 2003, p.11):
Nudity/Dress – refers to the amount and style of clothing worn by models. Examples include revealing displays of the body as illustrated in figure 1, ranging from tight-fitting clothing, to underwear and lingerie, to nudity as demonstrated in figure 2 below.
Sophie Dahl-Opium Perfume
Fig. 2 Opium by YSL
This figure shows how far advertising can go to sell a product.  Sophie Dahl is posing naked on a velvet cloth in an advertising campaign for Opium perfume.  She is lying on her back cupping one breast in her hand wearing nothing but gold shoes.
According to the Guardian (2000), this was the most complained about advertisement as it offended people and broke the British codes of advertising.  Sophie looks like she is having sex but the man is missing.  She seems to be enjoying the Opium experience – Opium has drugged her and she is not herself.  This is an odd image and message to use to sell a fragrance and one may not feel comfortable looking at it.
Sexual Behaviour – refers to the individual and the interpersonal sexual behaviour.  This includes flirting, eye contact, posturing, and movement (body language, non-verbal and verbal communication) as seen in figures 3 and 4.  Sexual interaction between two or more people typically includes hugging, kissing, voyeurism, and more intimate forms of sexual behaviour (see figure 5).
female sex ad
Fig. 3 CK ladies underwear advertisement
male sex ad
Fig. 4 CK men’s underwear advertisement
Figures 3 & 4 exhibits a male and female model that composes eye contact with the audience and seem flirty, especially figure 4.
These images have also created controversy as the models look extremely young to pose in such manner, especially in figure 3, as it resembles child pornography.   According to Reichert (2003, p.208), Calvin Klein’s remarks to complaints were that when advertising gets publicity, it’s like free advertising, and there is nothing wrong with that.
These pictures exemplify models that have opened their legs and are showing their underwear.  The girl is more sexualised than the boy, as her body language is very sexual, lying on her back, almost like pornography picture but the boy’s image is more acceptable as it looks like a normal pose laying on his side.
Figure 5 is a Gucci ad which displays sexual interaction between two people. We do not get to see their faces but they are almost kissing.  The woman appears to be more dominant which is playing on the fact of gender role reversal today, as women are considered to be equal to men. She is holding a hand bag that virtually resembles a whip, and her jacket makes her look more masculine, where as his open shirt makes him look feminine.
gucci sex ad
Fig. 5 Gucci fashion
Physical Attractiveness – refers to general level of model’s physical beauty.  Often incorporates facial beauty, complexion, hair, and physique. Figure 6 shows Rimmel’s beauty products endorsed by supermodel Kate Moss.  We can see big waves in the background which links to Rimmel’s waterproof products.  Kate Moss is famous for her styles and good looksand this campaign encourages its audience to buy their products to look as good as Kate who is a trend setter.  The ultimate message here is that these are the main ingredients to Kate’s success and could be yours too.
rimmel cosmetis - sex ad - Kate Moss
Fig. 6 Rimmel Cosmetics
Sexual Referents – are allusions and references to objects and events that have sexual meaning by means of double entendre and innuendo.  It also includes facilitating factors that enhance or contribute to sexual meaning, such as setting, lighting, and design elements.
bed sex advert
 Fig. 7 Bed advert
Figure 7 illustrates a double entendre.  Here we have an advert for a bed with a tag line of ‘size does matter’ referring to the bed but at the same time to a man’s genitalia. We can see the model with his top half of the body revealed and his head bowed looking down below as if he is ashamed.  The advert on the other hand is saying that with a big bed, a man does not need to worry about anything else.
Sexual Embeds – are contents interpreted as sexual at the subconscious level.  These include words like sex, nonsexual perceptible objects that can connote sexual body parts and sexual actions, and small images of genitalia, body parts, and people.
pregnant durex sex advertisement
Fig. 8 Durex advert
This is very obvious in the example shown in figure 8.  We can see the silhouette of a woman under transparent clothing who is pregnant but does not seem to be happy about it.  Her head is bowed down in shame and the word ‘oops…’ tells us that this is the result of un-protected sex and now it appears that she is facing the consequences which she would not have to deal with if she had used Durex condoms.

Does Sex Sell?

The above examples show that sex in advertising can be very effective to sell a good but it is only effective if the advertisement makes sense and does not leave the audience puzzled.  Research claims that successful adverts follow three golden rules of using sex in advertising;
  1. Carefully aimed and tastefully done
  2. Avoid using sex as a ‘cheap shot’
  3. Used in an appropriate context
Unfortunately it is possible to go too far and beyond the golden rules as demonstrated specifically in figure 2.  Sex has always been a vital selling tool throughout its history.  Matthews (2000 p.16) claims that while sexual barriers are inevitably being broken down in Britain, the industry believes that overuse of sexual imagery will always be less acceptable here than any parts of Europe.
Unsubtle sexual portrayals inevitably land them in trouble with regulators as well as with many female members of the public who find too much female nudity offensive.  In contrast, Milczarek (2000, p.13) argues that marketers are under pressure to make the ads sexier, saying that the freedom to use sex to sell products is good because it shows that one is becoming less conservative.

How Does Sex Sell?

Sexual imagery has become a way of differentiating a product from others.  With fashion and fragrances, attractive models are its mainstay as sexual content may sometimes not sell a product but it gains attention and fills a brand with sensual identities.  Similarly sex in advertising will continue to be used to market products that are not traditionally associated with sex.
Sex in advertising often uses women in some sort of sexual behaviour to sell a product than men.  While some advertisers are making attempts to portray men in more feminine roles, we are still seeing advertisements that continue to primarily target women as those who are still controlled by the male population.  This is very clear in advertisements that feature couples together in the same ad as men appear to be the more dominant which is particularly used frequently by Calvin Klein.  This type of action leads to sexual exploitation of women.
As cited in www.kafka.uvic.ca, research by Archer et al., (1983) reveal that 65 percent of a man’s picture is typically devoted to his face compared to 45 percent of a woman’s.  They suggested that men are important for their intellect and personality, and women are important for their attractiveness and figures.  According to Price (2002), in print advertisements, women appeared with their mouths open 65 percent of the time compared to 55 percent of the men.
As cited in Reichert (2002), Soley and Reid (1988) found that women were dressed sexually-suggestive, partially clad, or nude in 31 percent of ads in 1964 compared to 35 percent in 1984.  During the same time 6 percent of male models were dressed sexually in 1964 compared to 14 percent in 1984.
This study also found that women continued to dress in revealing clothing (40 percent) in 1993 as well as did men (18 percent).  In addition sexual contact between models was more sexualised.  For example, 21 percent of heterosexual couples engaged in explicit sexual contact (e.g., passionate kissing) in 1983 in relation to 53 percent in 1993.  Very intimate contact also increased from 1 percent to 17 percent over the same time.  These statistics prove that sex is effective in advertising otherwise these figures would not have existed.
Sex in advertising is used through various levels of explicitness and intensity depending on the product being advertised.   These advertisements could be highly graphic, leaving little to the imagination or it could be subtle and implicit.  The explicitness and intensity is important to consider as it determines the type of response being sought from the audience.  Highly intense messages are more likely to be offensive than low intensity messages.
In order to grab the attention of the viewer, advertisers must appeal to some human aspect whether it be humour, emotion, or sex (www.nku.edu).  Sex has become the most popular and most effective tactic in advertising simply because it plays upon the biological needs of every single human being (Price, 2002).
According to Reichert et al., (2003, p.113), sex in advertising serves to grab attention and build brand recall as those ads that contain sexual content are highly remembered in comparison to ads without sexual content.  Lambiase and Reichert (in press) revealed three promises common in sexual advertising appeals:
  1. Sexual attractiveness for the consumer
  2. Likely engagement in sexual behaviour (and more enjoyment from these encounters), and
  3. Feelings of being sexy or sensual (sex-esteem)
They suggest that these promises claim that if you buy the product and use it as directed, you will end up in a situation like the one advertised.  Nevertheless, according to Reichert et al., (2003, p.113), results generally suggest that sexual appeals increase attention to advertisements but not to the product or brand information.  Advertising’s tendency to sexualise images and messages is to create desire and influence brand and product choices. They accomplish this by advertising in a very sexually explicit manner to men and more implicitly and ‘romantically’ to women.

Conclusion

Sexuality is a fundamental characteristic of people that influences their thoughts and behaviours.  These important variables include attention, feelings about the ad and about the brand, memory, and intensions to purchase the advertised product (Reichert et al., 2003, p.1).  Sexual appeals are persuasive appeals that contain sexual information integrated within the overall message.  This information conveys sexual information that varies in form and meaning.
As cited in Reichert, (2003, p.20) psychologist Buss refers to sex as a drive to have offspring’s and to further one’s own kind.  He states that a person’s sexuality shapes his/her approach to the world, interactions with others and self perceptions. For most people sex is fundamental to human existence – a need as are intimacy and the desire to be attractive and valued by others(ibid).
Sexy ads work as beauty and good looks turn people on and attractive models and illusive words draw the desired attention.  Advertisers know that attractive models serve as implicit argument to buy the brand: ultimately good looking people use the brand therefore the brand will make you good looking.
This is encouraged by seductive poses of models.  They can communicate by flirting with the viewer or someone else in the ad.  They make eye contact with the audience, speak in seductive tones – making references to the brand with sexual inferences like the Herbal Essence campaign featuring women excitedly exclaiming “Yes! Yes! Yes!” as they wash their hair.
Matthews (2000, p.16) states that if the storyline is strong enough, and the sexuality is hinted at, rather than screamed at the UK consumer, then sex-along with vanity  and greed remains a very powerful marketing tool in Britain and one which will continue to be used either effectively or ineffectively.
As Milczarek (2000, p.13) claims, if the media such as TV shows continue to feature more explicit acts and languages, advertisers are bound to follow suit as it arouses interest and motivates people to buy.
When it comes to determining what type of advertising is appropriate, advertisers must use their own judgement of the attitudes of their target group, but anytime it is irrelevant to a brand, that’s when it is inappropriate.  Davis et al., (2000, p.15) claims that the use of sex comes down to one thing: relevancy.  Sex could be used to sell condoms, fragrances and lingerie but it would be inappropriate for products such as toothpaste, fridges or desktop printers.
REFERENCES

  1. Baranski,T. & Batt ,J. (2003).  Women and advertising: A little too sexy? Retrieved December 17, 2005, from: http://www.bgsu.edu/departments/tcom/faculty/ha/sp2003/gp1/Article1.html
  2. Brierley, S. (2002). The Advertising Handbook (2nd Edition). London: Routledge.
  3. Courtney, A.E., & Whipple, T.W. (1983).  Sex, stereotyping and advertising.  Lexington, MA: Heath
  4. Davis, R., Beauvais, M., Piccolo, J & Tucker, A. (2000). When to say yes: senior creatives on when it makes sense to use sex in TV advertising, and when it’s a really bad idea. [Electronic version]. Marketing Magazine. 105(49). Retrieved December 14, 2005, from: http://proquest.umi.com/pqdweb?did=375237951&sid=2&Fmt=3&clientld=70538&RQT=309&VName=PQD
  5. Dolliver, M. (1999).  Is there too much sexual imagery in advertising?Adweek, 21(22)
  6. Fite, H., Fite, J., McElwee, K., Neal, B., & Smith, S. (2000). Is sexual advertising acceptable? Retrieved December 15, 2005, from: http://www.nku.edu/~issues/sexinadvertising/homepage.htm
  7. Guardian (2000).  ‘Offensive’ Opium posters to be removed. The Guardian. [Electronic Version]. Retrieved December 20, 2005, from: http://www.guardian.co.uk/uk_news/story/0,3604,413209,00.html
  8. Harris, R.J. (1994). The impact of sexual explicit media.  In J.Bryant & D.Zillman (Eds.), Media effects: Advances in theory and research.Hillsdale, NY: Lawrence Erlbaum Associates.
  9. Lambiase, J., & Reichert, T. (in press). Promises, promises; Exploring erotic rhetoric in sexually oriented advertising. Mahwah: Lawrance Erlbaum Associates.
  10. 10. Martin, K. (2001). How far really? Some marketers are ditching the old stereotypes, but advertising still has a long way to go. [Electronic version]. Marketing Magazine, 106(26), Retrieved December 15, 2005, fom:  http://proquest.umi.com/pqdweb?did=372489441&sid=2&Fmt=3&clientId=70538&RQT=309&VName=PQD
  11. Matthews, V. (2000). Cautiously breaking the mold: the Brits are okay with sexy ads, but not old-fashioned sexism or Euro-raunchiness. [Electronic version] Marketing Magazine. 105(49). Retrieved December 18, 2005, from: http://proquest.umi.com/pqdweb?did=375237931&sid=2&Fmt=3&clientId=70538&RQT=309&VName=PQD
  12. Media awareness [2005]. Media awareness network [Online]. Available from: http://www.media-awareness.ca/english/resources/educational/handouts/ethics/sia_task_sheet.cfm  [Accessed: 18 December 2005]
  13. Messaris, P. (1997)Visual Persuation: The role of images in advertising. California: Sage Publications, Inc.
  14. Milczarek, M. (2000).  Getting explicit: as shows get ore and more raunchy, how far will the advertisers follow[Electronic version].  Marketing Magazine, 105(49). Retrieved December 11, 2005, from: http://proquest.umi.com/pqdweb?did=375238051&sid=2&Fmt=3&clientId=70538&RQT=309&VName=PQD
  15. Price, H. (2002).  Sex and Advertising:an “organic”experience. [Online]. Retrieved December 11, 2005, from: http://serendip.brynmawr.edu/biology/b103/f02/web2/hprice.html
  16. Reichert, T. (2002). Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising.Annual review of sex research [online]. Retrieved December 20, 2005, from: http://www.findarticles.com/p/articles/mi_qa3778/is_200201/ai_n9032366
  17. Reichert, T. (2003). The erotic history of advertising.  New York: Prometheus books.
  18. Reichert, T & Lambiase, J. (2003). Sex in advertising: Perspectives on the erotic appeal. Mahwah: Lawrance Erlbaum Associates, Inc, Publishers.
  19. Wikipedia – the free encyclopedia [2005] Wikipedia [Online]. Available from: http://en.wikipedia.org/wiki/sex_in_advertising [Accessed: 18 December 2005].

Going nuclear-free: Germany smashes solar power world record


Germany’s solar power plants produced a record 22 gigawatts of energy in 2012, equivalent to the output of 20 nuclear plants. The country is already a world-leader in solar power and hopes to be free of nuclear energy by 2022.


The director of the Institute of the Renewable Energy Industry (IWR) in Muenster, northeast Germany, said the solar power delivered to the national grid on Saturday met 50 per cent of the nation’s energy quota.


“Never before anywhere has a country produced as much photovoltaic electricity. Germany came close to the 20 gigawatt (GW) mark a few times in recent weeks. But this was the first time we made it over,” Norbert Allnoch told Reuters news agency.

The German government decided to turn its back on nuclear energy last year after the Fukushima disaster and plans to be nuclear-free by 2022. Critics have rounded on the initiative, skeptical that renewable sources can meet the nation’s growing energy needs.

“This shows Germany is capable of meeting a large share of its electricity needs with solar power. It also shows Germany can do with fewer coal-burning power plants, gas-burning plants and nuclear plants,” stressed Allmoch.

Merkel’s government has invested large amounts of money in restructuring the nation’s energy infrastructure and weaning it off atomic energy. It has almost as much solar power energy units as the rest of the world combined and currently generates four per cent of its annual energy needs from the Sun.

Utilities and consumer groups have complained that increased use of solar energy will push up the price of electricity in Germany.
German tax payers currently shell out around $5 billion annually for solar energy, an Environmental Ministry report says. Chancellor Merkel has tried to slash prices but has been blocked by the German parliament.
Panels with photovoltaic cells of German company Bosch Solar Engery are pictured during the inauguration of the company′s new plant in Arndstadt near Erfurt, eastern Germany. (AFP Photo / Johannes Eisele)

Panels with photovoltaic cells of German company Bosch Solar Energy are pictured during the inauguration of the company’s new plant in Arndstadt near Erfurt, eastern Germany. (AFP Photo / Johannes Eisele)

Stumbling blocks on the path to ‘a greener future’


Germany is also planning to ratchet up its use of other renewable forms of energy in an attempt to compensate for its nuclear shortfall.
The government will capitalize on wind, solar and bio-mass as well as increased use of coal power stations to produce its power.
However, in spite of increased investment, Bundesnetzagentur, the country’s new energy regulator, has predicted widespread power cuts as the power grid is put under extra pressure this winter.

Bundesnetzagentur has said Germany will have an energy capacity gap of approximately 10 Gigawatts, equivalent to the output of 15 power stations.
In addition, critics have voiced fears that increased use of unreliable energy resources such as wind power and solar energy will put a lot of strain on the national grid because of fluctuations in output, making it very unstable.

Although Germany faces significant hurdles in its race towards a nuclear-free future, it still remains a world-leader in renewable energies.

Sources :
RT
Picture

Monday 28 October 2013

Health Chart

Chart Originating From Essence-Of-Life.com


A list of Acid / Alkaline Forming Foods
Your body pH affects everything...
Balancing the pH is a major step toward well-being and greater health.

The pH scale is from   0 - 14
0 1 2  3  4  5  6  7 healthy  8 9 10 11 12 13 14

Human blood pH should be slightly alkaline ( 7.35 - 7.45 ).  Below or above this range means symptoms and disease.  A pH of 7.0 is neutral.  A pH below 7.0 is acidic.  A pH above 7.0 is alkaline.
An acidic pH can occur from, an acid forming diet, emotional stress, toxic overload, and/or immune reactions or any process that deprives the cells of oxygen and other nutrients.  The body will try to compensate for acidic pH by using alkaline minerals.  If the diet does not contain enough minerals to compensate, a build up of acids in the cells will occur.
An acidic balance will:  decrease the body's ability to absorb minerals and other nutrients, decrease the energy production in the cells, decrease it's ability to repair damaged cells, decrease it's ability to detoxify heavy metals, make tumor cells thrive, and make it more susceptible to fatigue and illness.  A blood pH of 6.9, which is only slightly acidic, can induce coma and death.
The reason acidosis is more common in our society is mostly due to the typical American diet, which is far too high in acid producing animal products like meat, eggs and dairy, and far too low in alkaline producing foods like fresh vegetables.  Additionally, we eat acid producing processed foods like white flour and sugar and drink acid producing beverages like coffee and soft drinks.  We use too many drugs, which are acid forming; and we use artificial chemical sweetners like NutraSweet, Spoonful, Sweet 'N Low, Equal, or Aspartame, which are poison and extremely acid forming.  One of the best things we can do to correct an overly acid body is to clean up the diet and lifestyle.
To maintain health, the diet should consist of 60% alkaline forming foods and 40% acid forming foods.  To restore health, the diet should consist of 80% alkaline forming foods and 20% acid forming foods.
Generally, alkaline forming foods include: most fruits, green vegetables, peas, beans, lentils, spices, herbs and seasonings, and seeds and nuts.
Generally, acid forming foods include: meat, fish, poultry, eggs, grains, and legumes.
Shifting Your pH Toward Alkaline...
This chart is for those trying to "adjust" their body pH.  The pH scale is from 0 to 14, with numbers below 7 acidic ( low on oxygen ) and numbers above 7 alkaline.  An acidic body is a sickness magnet.  What you eat and drink will impact where your body's pH level falls.  Balance is Key !!!
This chart is intended only as a general guide to alkalizing and acidifying foods.
...ALKALINE FOODS...

...ACIDIC FOODS...
ALKALIZING VEGETABLES
Alfalfa
Barley Grass
Beet Greens
Beets
Broccoli
Cabbage
Carrot
Cauliflower
Celery
Chard Greens
Chlorella
Collard Greens
Cucumber
Dandelions
Dulce
Edible Flowers
Eggplant
Fermented Veggies
Garlic
Green Beans
Green Peas
Kale
Kohlrabi
Lettuce
Mushrooms
Mustard Greens
Nightshade Veggies
Onions
Parsnips (high glycemic)
Peas
Peppers
Pumpkin
Radishes
Rutabaga
Sea Veggies
Spinach, green
Spirulina
Sprouts
Sweet Potatoes
Tomatoes
Watercress
Wheat Grass
Wild Greens

ALKALIZING ORIENTAL VEGETABLES
Daikon
Dandelion Root
Kombu
Maitake
Nori
Reishi
Shitake
Umeboshi
Wakame

ALKALIZING FRUITS
Apple
Apricot
Avocado
Banana (high glycemic)
Berries
Blackberries
Cantaloupe
Cherries, sour
Coconut, fresh
Currants
Dates, dried
Figs, dried
Grapes
Grapefruit
Honeydew Melon
Lemon
Lime
Muskmelons
Nectarine
Orange
Peach
Pear
Pineapple
Raisins
Raspberries
Rhubarb
Strawberries
Tangerine
Tomato
Tropical Fruits
Umeboshi Plums
Watermelon

ALKALIZING PROTEIN
Almonds
Chestnuts
Millet
Tempeh (fermented)
Tofu (fermented)
Whey Protein Powder

ALKALIZING SWEETENERS
Stevia

ALKALIZING SPICES & SEASONINGS
Chili Pepper
Cinnamon
Curry
Ginger
Herbs (all)
Miso
Mustard
Sea Salt
Tamari

ALKALIZING OTHER
Alkaline Antioxidant Water
Apple Cider Vinegar
Bee Pollen
Fresh Fruit Juice
Green Juices
Lecithin Granules
Mineral Water
Molasses, blackstrap
Probiotic Cultures
Soured Dairy Products
Veggie Juices

ALKALIZING MINERALS
Calcium: pH 12
Cesium: pH 14
Magnesium: pH 9
Potassium: pH 14
Sodium: pH 14


Although it might seem that citrus fruits would have an acidifying effect on the body, the citric acid they contain actually has an alkalinizing effect in the system.

Note that a food's acid or alkaline forming tendency in the body has nothing to do with the actual pH of the food itself. For example, lemons are very acidic, however the end products they produce after digestion and assimilation are very alkaline so, lemons are alkaline forming in the body. Likewise, meat will test alkaline before digestion, but it leaves very acidic residue in the body so, like nearly all animal products, meat is very acid forming.
ACIDIFYING VEGETABLES
Corn
Lentils
Olives
Winter Squash

ACIDIFYING FRUITS
Blueberries
Canned or Glazed Fruits
Cranberries
Currants
Plums**
Prunes**

ACIDIFYING GRAINS, GRAIN PRODUCTS
Amaranth
Barley
Bran, oat
Bran, wheat
Bread
Corn
Cornstarch
Crackers, soda
Flour, wheat
Flour, white
Hemp Seed Flour
Kamut
Macaroni
Noodles
Oatmeal
Oats (rolled)
Quinoa
Rice (all)
Rice Cakes
Rye
Spaghetti
Spelt
Wheat Germ
Wheat

ACIDIFYING BEANS & LEGUMES
Almond Milk
Black Beans
Chick Peas
Green Peas
Kidney Beans
Lentils
Pinto Beans
Red Beans
Rice Milk
Soy Beans
Soy Milk
White Beans

ACIDIFYING DAIRY
Butter
Cheese
Cheese, Processed
Ice Cream
Ice Milk

ACIDIFYING NUTS & BUTTERS
Cashews
Legumes
Peanut Butter
Peanuts
Pecans
Tahini
Walnuts

ACIDIFYING ANIMAL PROTEIN
Bacon
Beef
Carp
Clams
Cod
Corned Beef
Fish
Haddock
Lamb
Lobster
Mussels
Organ Meats
Oyster
Pike
Pork
Rabbit
Salmon
Sardines
Sausage
Scallops
Shellfish
Shrimp
Tuna
Turkey
Veal
Venison

ACIDIFYING FATS & OILS
Avacado Oil
Butter
Canola Oil
Corn Oil
Flax Oil
Hemp Seed Oil
Lard
Olive Oil
Safflower Oil
Sesame Oil
Sunflower Oil

ACIDIFYING SWEETENERS
Carob
Corn Syrup
Sugar

ACIDIFYING ALCOHOL
Beer
Hard Liquor
Spirits
Wine

ACIDIFYING OTHER FOODS
Catsup
Cocoa
Coffee
Mustard
Pepper
Soft Drinks
Vinegar

ACIDIFYING DRUGS & CHEMICALS
Aspirin
Chemicals
Drugs, Medicinal
Drugs, Psychedelic
Herbicides
Pesticides
Tobacco

ACIDIFYING JUNK FOOD
Beer: pH 2.5
Coca-Cola: pH 2
Coffee: pH 4


** These foods leave an alkaline ash but have an acidifying effect on the body.
UNKNOWN:
There are several versions of the Acidic and Alkaline Food chart to be found in different books and on the Internet.  The following foods are sometimes attributed to the Acidic side of the chart and sometimes to the Alkaline side.  Remember, you don't need to adhere strictly to the Alkaline side of the chart, just make sure a good percentage of the foods you eat come from that side.
Brazil Nuts
Brussel Sprouts
Buckwheat
Cashews
Chicken
Corn
Cottage Cheese
Eggs
Flax Seeds
Green Tea
Herbal Tea
Honey
Kombucha
Lima Beans

Maple Syrup
Milk
Nuts
Organic Milk (unpasteurized)
Potatoes, white
Pumpkin Seeds
Quinoa
Sauerkraut
Soy Products
Sprouted Seeds
Squashes
Sunflower Seeds
Tomatoes
Yogurt
* These statements have not been evaluated by the Food and Drug Administration and are not intended to diagnose, treat, cure, or prevent any disease; research is ongoing.


Here's a chart that ranks foods from most alkaline to most acidic.
Ranked Foods: Alkaline  to  Acidic
Extremely Alkaline

Lemons, watermelon.
Alkaline Forming

Cantaloupe, cayenne celery, dates, figs, kelp, limes, mango, melons, papaya, parsley, seaweeds, seedless grapes (sweet), watercress.

Asparagus, fruit juices, grapes (sweet), kiwifruit, passionfruit, pears (sweet), pineapple, raisins, umeboshi plums, and vegetable juices.
Moderately Alkaline

Apples (sweet), alfalfa sprouts, apricots, avocados, bananas (ripe), currants, dates, figs (fresh), garlic, grapefruit, grapes (less sweet), guavas, herbs (leafy green), lettuce (leafy green), nectarine, peaches (sweet), pears (less sweet), peas (fresh, sweet), pumpkin (sweet), sea salt (vegetable).

Apples (sour), beans (fresh, green), beets, bell peppers, broccoli, cabbage, carob, cauliflower, ginger (fresh), grapes (sour), lettuce (pale green), oranges, peaches (less sweet), peas (less sweet), potatoes (with skin), pumpkin (less sweet), raspberries, strawberries, squash, sweet Corn (fresh), turnip, vinegar (apple cider).
Slightly Alkaline

Almonds, artichokes (jerusalem), brussel sprouts, cherries, coconut (fresh), cucumbers, eggplant, honey (raw), leeks, mushrooms, okra, olives (ripe), onions, pickles (homemade), radishes, sea salt, spices, tomatoes (sweet), vinegar (sweet brown rice).

Chestnuts (dry, roasted), egg yolks (soft cooked), essene bread, goat's milk and whey (raw), mayonnaise (homemade), olive oil, sesame seeds (whole), soy beans (dry), soy cheese, soy milk, sprouted grains, tofu, tomatoes (less sweet), and yeast (nutritional flakes).
Neutral

Butter (fresh, unsalted), cream (fresh, raw), cow's milk and whey (raw), margine, oils (except olive), and yogurt (plain).
Moderately Acidic

Bananas (green), barley (rye), blueberries, bran, butter, cereals (unrefined), cheeses, crackers (unrefined rye, rice and wheat), cranberries, dried beans (mung, adzuki, pinto, kidney, garbanzo), dry coconut, egg whites, eggs whole (cooked hard), fructose, goat's milk (homogenized), honey (pasteurized), ketchup, maple syrup (unprocessed), milk (homogenized).

Molasses (unsulferd and organic), most nuts, mustard, oats (rye, organic), olives (pickled), pasta (whole grain), pastry (whole grain and honey), plums, popcorn (with salt and/or butter), potatoes, prunes, rice (basmati and brown), seeds (pumpkin, sunflower), soy sauce, and wheat bread (sprouted organic).
Extremely Acidic

Artificial sweeteners, beef, beer, breads, brown sugar, carbonated soft drinks, cereals (refined), chocolate, cigarettes and tobacco, coffee, cream of wheat (unrefined), custard (with white sugar), deer, drugs, fish, flour (white, wheat), fruit juices with sugar, jams, jellies, lamb.

Liquor, maple syrup (processed), molasses (sulphured), pasta (white), pastries and cakes from white flour, pickles (commercial), pork, poultry, seafood, sugar (white), table salt (refined and iodized), tea (black), white bread, white vinegar (processed), whole wheat foods, wine, and yogurt (sweetened).

More Ranked Foods: Alkaline  to  Acidic
Highly Alkaline Forming Foods

Baking soda, sea salt, mineral water, pumpkin seed, lentils, seaweed, onion, taro root, sea vegetables, lotus root, sweet potato, lime, lemons, nectarine, persimmon, raspberry, watermelon, tangerine, and pineapple.
Moderately Alkaline Forming Foods

Apricots, spices, kambucha, unsulfured molasses, soy sauce, cashews, chestnuts, pepper, kohlrabi, parsnip, garlic, asparagus, kale, parsley, endive, arugula, mustard green, ginger root, broccoli, grapefruit, cantaloupe, honeydew, citrus, olive, dewberry, carrots, loganberry, and mango.
Low Alkaline Forming Foods

Most herbs, green tea, mu tea, rice syrup, apple cider vinegar, sake, quail eggs, primrose oil, sesame seed, cod liver oil, almonds, sprouts, potato, bell pepper, mushrooms, cauliflower, cabbage, rutabaga, ginseng, eggplant, pumpkin, collard green, pear, avocado, apples (sour), blackberry, cherry, peach, and papaya.
Very Low Alkaline Forming Foods

Ginger tea, umeboshi vinegar, ghee, duck eggs, oats, grain coffee, quinoa, japonica rice, wild rice, avocado oil, most seeds, coconut oil, olive oil, flax oil, brussel sprout, beet, chive, cilantro, celery, okra, cucumber, turnip greens, squashes, lettuces, orange, banana, blueberry, raisin, currant, grape, and strawberry.
Very Low Acid Forming Foods

Curry, koma coffee, honey, maple syrup, vinegar, cream, butter, goat/sheep cheese, chicken, gelatin, organs, venison, fish, wild duck, triticale, millet, kasha, amaranth, brown rice, pumpkin seed oil, grape seed oil, sunflower oil, pine nuts, canola oil, spinach, fava beans, black-eyed peas, string beans, wax beans, zucchini, chutney, rhubarb, coconut, guava, dry fruit, figs, and dates.
Low Acid Forming Foods

Vanilla, alcohol, black tea, balsamic vinegar, cow milk, aged cheese, soy cheese, goat milk, game meat, lamb, mutton, boar, elk, shell fish, mollusks, goose, turkey, buckwheat, wheat, spelt, teff, kamut, farina, semolina, white rice, almond oil, sesame oil, safflower oil, tapioca, seitan, tofu, pinto beans, white beans, navy beans, red beans, aduki beans, lima beans, chard, plum, prune and tomatoes.
Moderately Acid Forming Foods

Nutmeg, coffee, casein, milk protein, cottage cheese, soy milk, pork, veal, bear, mussels, squid, chicken, maize, barley groats, corn, rye, oat bran, pistachio seeds, chestnut oil, lard, pecans, palm kernel oil, green peas, peanuts, snow peas, other legumes, garbanzo beans, cranberry, and pomegranate.
Highly Acid Forming Foods

Tabletop sweeteners like (NutraSweet, Spoonful, Sweet 'N Low, Equal or Aspartame), pudding, jam, jelly, table salt (NaCl), beer, yeast, hops, malt, sugar, cocoa, white (acetic acid) vinegar, processed cheese, ice cream, beef, lobster, pheasant, barley, cottonseed oil, hazelnuts, walnuts, brazil nuts, fried foods, soybean, and soft drinks, especially the cola type.  To neutralize a glass of cola with a pH of 2.5, it would take 32 glasses of alkaline water with a pH of 10.

A list of Acid / Alkaline Forming Foods

Alkaline Forming Foods
VEGETABLES
Garlic
Asparagus
Fermented Veggies
Watercress
Beets
Broccoli
Brussel sprouts
Cabbage
Carrot
Cauliflower
Celery
Chard
Chlorella
Collard Greens
Cucumber
Eggplant
Kale
Kohlrabi
Lettuce
Mushrooms
Mustard Greens
Dulce
Dandelions
Edible Flowers
Onions
Parsnips (high glycemic)
Peas
Peppers
Pumpkin
Rutabaga
Sea Veggies
Spirulina
Sprouts
Squashes
Alfalfa
Barley Grass
Wheat Grass
Wild Greens
Nightshade Veggies
FRUITS
Apple
Apricot
Avocado
Banana (high glycemic)
Cantaloupe
Cherries
Currants
Dates/Figs
Grapes
Grapefruit
Lime
Honeydew Melon
Nectarine
Orange
Lemon
Peach
Pear
Pineapple
All Berries
Tangerine
Tomato
Tropical Fruits
Watermelon

PROTEIN
Eggs (poached)
Whey Protein Powder
Cottage Cheese
Chicken Breast
Yogurt
Almonds
Chestnuts
Tofu (fermented)
Flax Seeds
Pumpkin Seeds
Tempeh (fermented)
Squash Seeds
Sunflower Seeds
Millet
Sprouted Seeds
Nuts
OTHER
Apple Cider Vinegar
Bee Pollen
Lecithin Granules
Probiotic Cultures
Green Juices
Veggies Juices
Fresh Fruit Juice
Organic Milk
(unpasteurized)
Mineral Water
Alkaline Antioxidant Water
Green Tea
Herbal Tea
Dandelion Tea
Ginseng Tea
Banchi Tea
Kombucha

SWEETENERS
Stevia
Ki Sweet

SPICES/SEASONINGS
Cinnamon
Curry
Ginger
Mustard
Chili Pepper
Sea Salt
Miso
Tamari
All Herbs

ORIENTAL VEGETABLES
Maitake
Daikon
Dandelion Root
Shitake
Kombu
Reishi
Nori
Umeboshi
Wakame
Sea Veggies
Acid Forming Foods
FATS & OILS
Avocado Oil
Canola Oil
Corn Oil
Hemp Seed Oil
Flax Oil
Lard
Olive Oil
Safflower Oil
Sesame Oil
Sunflower Oil

FRUITS
Cranberries

GRAINS
Rice Cakes
Wheat Cakes
Amaranth
Barley
Buckwheat
Corn
Oats (rolled)
Quinoa
Rice (all)
Rye
Spelt
Kamut
Wheat
Hemp Seed Flour

DAIRY
Cheese, Cow
Cheese, Goat
Cheese, Processed
Cheese, Sheep
Milk
Butter
NUTS & BUTTERS
Cashews
Brazil Nuts
Peanuts
Peanut Butter
Pecans
Tahini
Walnuts

ANIMAL PROTEIN
Beef
Carp
Clams
Fish
Lamb
Lobster
Mussels
Oyster
Pork
Rabbit
Salmon
Shrimp
Scallops
Tuna
Turkey
Venison

PASTA (WHITE)
Noodles
Macaroni
Spaghetti

OTHER
Distilled Vinegar
Wheat Germ
Potatoes
DRUGS & CHEMICALS
Aspartame
Chemicals
Drugs, Medicinal
Drugs, Psychedelic
Pesticides
Herbicides

ALCOHOL
Beer
Spirits
Hard Liquor
Wine

BEANS & LEGUMES
Black Beans
Chick Peas
Green Peas
Kidney Beans
Lentils
Lima Beans
Pinto Beans
Red Beans
Soy Beans
Soy Milk
White Beans
Rice Milk
Almond Milk

More Ranked Foods: Alkaline (pH)  to  Acidic (pH)

  Alkaline:  Meditation, Prayer, Peace, Kindness & Love  Acid:  Overwork, Anger, Fear, Jealousy & Stress
  Extremely Alkaline Forming Foods - pH 8.5 to 9.0  Extremely Acid Forming Foods - pH 5.0 to 5.5
  9.0  Lemons 1, Watermelon 2
  8.5  Agar Agar 3, Cantaloupe, Cayenne (Capsicum) 4,
        Dried dates & figs, Kelp, Karengo, Kudzu root, Limes,
        Mango, Melons, Papaya, Parsley 5, Seedless grapes
        (sweet), Watercress, Seaweeds

        Asparagus 6, Endive, Kiwifruit, Fruit juices 7, Grapes
        (sweet), Passion fruit, Pears (sweet), Pineapple,
        Raisins, Umeboshi plum, Vegetable juices 8
  5.0  Artificial sweeteners
  5.5  Beef, Carbonated soft drinks & fizzy drinks 38,
        Cigarettes (tailor made), Drugs, Flour (white, wheat)
        39, Goat, Lamb, Pastries & cakes from white flour,
        Pork, Sugar (white) 40

        Beer 34, Brown sugar 35, Chicken, Deer, Chocolate,
        Coffee 36, Custard with white sugar, Jams, Jellies,
        Liquor 37, Pasta (white), Rabbit, Semolina, Table
        salt refined and iodized, Tea black, Turkey, Wheat
        bread, White rice, White vinegar (processed).
  Moderate Alkaline - pH 7.5 to 8.0  Moderate Acid - pH 6.0 to 6.5
  8.0  Apples (sweet), Apricots, Alfalfa sprouts 9,
        Arrowroot, Flour 10, Avocados, Bananas (ripe),
        Berries, Carrots, Celery, Currants, Dates & figs
        (fresh), Garlic 11, Gooseberry, Grapes (less sweet),
        Grapefruit, Guavas, Herbs (leafy green), Lettuce
        (leafy green), Nectarine, Peaches (sweet), Pears
        (less sweet), Peas (fresh sweet), Persimmon,
        Pumpkin (sweet), Sea salt (vegetable) 12, Spinach

  7.5  Apples (sour), Bamboo shoots, Beans (fresh green),
        Beets, Bell Pepper, Broccoli, Cabbage;Cauli, Carob
        13, Daikon, Ginger (fresh), Grapes (sour), Kale,
        Kohlrabi, Lettuce (pale green), Oranges, Parsnip,
        Peaches (less sweet), Peas (less sweet), Potatoes
        & skin, Pumpkin (less sweet), Raspberry, Sapote,
        Strawberry, Squash 14, Sweet corn (fresh), Tamari
        15, Turnip, Vinegar (apple cider) 16
  6.0  Cigarette tobacco (roll your own), Cream of Wheat
        (unrefined), Fish, Fruit juices with sugar, Maple
        syrup (processed), Molasses (sulphured), Pickles
        (commercial), Breads (refined) of corn, oats, rice &
        rye, Cereals (refined) eg weetbix, corn flakes,
        Shellfish, Wheat germ, Whole Wheat foods 32,
        Wine 33, Yogurt (sweetened)

  6.5  Bananas (green), Buckwheat, Cheeses (sharp),
        Corn & rice breads, Egg whole (cooked hard),
        Ketchup, Mayonnaise, Oats, Pasta (whole grain),
        Pastry (wholegrain & honey), Peanuts, Potatoes
        (with no skins), Popcorn (with salt & butter), Rice
        (basmati), Rice (brown), Soy sauce (commercial),
        Tapioca, Wheat bread (sprouted organic)
  Slightly Alkaline to Neutral pH 7.0  Slightly Acid to Neutral pH 7.0
  7.0  Almonds 17, Artichokes (Jerusalem), Barley-Malt
        (sweetener-Bronner), Brown Rice Syrup, Brussel
        Sprouts, Cherries, Coconut (fresh), Cucumbers, Egg
        plant, Honey (raw), Leeks, Miso, Mushrooms, Okra,
        Olives ripe 18, Onions, Pickles 19, (home made),
        Radish, Sea salt 20, Spices 21, Taro, Tomatoes
        (sweet), Vinegar (sweet brown rice), Water Chestnut

        Amaranth, Artichoke (globe), Chestnuts (dry
        roasted), Egg yolks (soft cooked), Essene bread 22,
        Goat's milk and whey (raw) 23, Horseradish,
        Mayonnaise (home made), Millet, Olive oil, Quinoa,
        Rhubarb, Sesame seeds (whole) 24, Soy beans
        (dry), Soy cheese, Soy milk, Sprouted grains 25,
        Tempeh, Tofu, Tomatoes (less sweet), Yeast
        (nutritional flakes)
  7.0  Barley malt syrup, Barley, Bran, Cashews, Cereals
        (unrefined with honey-fruit-maple syrup), Cornmeal,
        Cranberries 30, Fructose, Honey (pasteurized),
        Lentils, Macadamias, Maple syrup (unprocessed),
        Milk (homogenized) and most processed dairy
        products, Molasses (unsulphered organic) 31,
        Nutmeg, Mustard, Pistachios, Popcorn & butter
        (plain), Rice or wheat crackers (unrefined), Rye
        (grain), Rye bread (organic sprouted), Seeds
        (pumpkin & sunflower), Walnuts

        Blueberries, Brazil nuts, Butter (salted), Cheeses
        (mild & crumbly) 28, Crackers (unrefined rye),
        Dried beans (mung, adzuki, pinto, kidney,
        garbanzo) 29, Dry coconut, Egg whites, Goats
        milk (homogenized), Olives (pickled), Pecans,
        Plums 30, Prunes 30, Spelt
  Neutral pH 7.0  Ñ  Healthy Body Saliva pH Range is between 6.4 to 6.8 (on your pH test strips)
  Butter (fresh unsalted), Cream (fresh and raw), Margarine 26, Milk (raw cow's) 27, Oils (except olive),
  Whey (cow's), Yogurt (plain)

NOTE:  Match with the numbers above.

  1. Excellent for EMERGENCY SUPPORT for colds, coughs, sore throats, heartburn, and gastro upsets.
  2. Good for a yearly fast.  For several days eat whole melon, chew pips well and eat also.  Super alkalizing food.
  3. Substitute for gelatin, more nourishing.
  4. Stimulating, non-irritating body healer.  Good for endocrine system.
  5. Purifies kidneys.
  6. Powerful acid reducer detoxing to produce acid urine temporarily, causing alkalinity for the long term.
  7. Natural sugars give alkalinity.  Added sugar causes juice to become acid forming.
  8. Depends on vege's content and sweetness.
  9. Enzyme rich, superior digestibility.
10. High calcium content.  Cornflour substitute.
11. Elevates acid food 5.0 in alkaline direction.
12. Vegetable content raises alkalinity.
13. Substitute for coca; mineral rich.
14. Winter squash rates 7.5.  Butternut and sweeter squash rates 8.0.
15. Genuine fermented for 11Ú2 years otherwise 6.0.
16. Raw unpasteurized is a digestive aid to increase HCL in the stomach. 1 tablespoon, + honey & water before meals.
17. Soak 12 hours, peel skin to eat.
18. Sundried, tree ripened, otherwise 6.0.
19. Using sea salt and apple cider vinegar.
20. Contains sea minerals.  Dried at low temperatures.
21. Range from 7.0 to 8.0.
22. Sprouted grains are more alkaline.  Grains chewed well become more alkaline.
23. High sodium to aid digestion.
24. High levels of utilizable calcium.  Grind before eating.
25. Alkalinity and digestibility higher.
26. Heating causes fats to harden and become indigestible.
27. High mucus production.
28. Mucus forming and hard to digest.
29. When sprouted dry beans rate 7.0.
30. Contain acid-forming benzoic and quinic acids.
31. Full of iron.
32. Unrefined wheat is more alkaline.
33. High quality red wine, no more than 4 oz. daily to build blood.
34. Good quality, well brewed - up to 5.5.  Fast brewed beers drop to 5.0.
35. Most are white sugars with golden syrup added.
36. Organic, fresh ground-up to 5.5.
37. Cheaper brands drop to 5.0, as does over-indulgence.
38. Leaches minerals.
39. Bleached - has no goodness.
40. Poison!  Avoid it.
41. Potential cancer agent.  Over-indulgence may cause partial blindness.