Abstract

Official Dutch food information apparently tries to avoid images but is implicitly shaped by the metaphor that food is fuel. The image of food as fuel and its accompanying view of the body as a machine are not maximally helpful for integrating two important human desires: health and pleasure. At the basis of the split between health and pleasure is the traditional mind–body dichotomy, in which the body is an important source of evil and bodily pleasure is sinful and dangerous. In the search for alternatives, new metaphors are proposed that integrate mind and body as well as pleasure and health. The relevance of metaphors for ethics is at least twofold. (1) Moral thought and theory are at least partly shaped by metaphors. In the light of this growing recognition, the analysis of morality needs innovation. (2) With regard to food, new metaphors, such as slow food, or the image of enjoyment as an art, enable a new search for morally responsible forms of hedonism, based on more love and respect for human as well as animal bodies. But new metaphors are specific and selective, just like old ones. I argue that a search for the best overall metaphor would be misguided, but that more diverse forms of attention to bodily aspects of life, including experiences related to food, will result in richer vocabularies of the body, the mind, and body–mind relations. This holds a promise of moral progress.