Most fast food products for consumption are made
in minutes in a busy restaurant kitchen. In contrast, food that is used for
advertising is the result of hours of preparation and editing.
Several people including photographers, a food
stylist and an imaging specialist have a hand in creating advertising food
products from scratch in ideal conditions. The ingredients are layered the
moment they are needed, to ensure their optimum appearance.
Advertised food is handled less than food made for
consumption; it’s made fresh and never enclosed in packaging.
Each ingredient is added where it’s best shown in
the product, so that the consumer knows that it is present; which is paramount
with the rise of various allergies and diets in modern society.
But, why all the theatrics?
Advertising helps businesses attract consumers
that are new to their market. Thus, they hope to show their products at their
best and must display each ingredient in the product.The advertising brings them in and the quick,
convenient service keeps them coming even though most people find they aren’t
getting what the ad pictured.
However, adding appeal to products through
advertising is not only practiced in the quick service restaurants. Most food
businesses, including Lean Cuisine and Stouffer’s enhance their product through
advertising, as shown in the article (Frisk, 2015).
Modern society is much faster paced and consumers
spend less time, not only eating their food, but choosing it as well.
Businesses must grab the customers attention quickly - and keep it - to build their
customer base.
Frisk, A. (2015, June 12). Advertising vs real
life: Why the food we eat doesn't look like food in the pictures. Retrieved
September 14, 2015, from
Questions for discussion:
1. Do you think it is important to have
advertising regulations for food products?
2. Do you think food products should only be
advertised in the condition in which
they are sold?
3. How important is it that the food products
photographed have the same ingredients used in regular production? Should
substitutions be allowed in advertising?
