Tuesday, June 05, 2007

A little marketing magic

The online 'zine West Virginia Surf Report's Fast Food: Ads vs. Reality features an entertaining side-by-side comparison of fast food meals as shown in the advertising and actually served.

It should come as no big surprise that professional photographers and food stylists can make even mediocre food look appetizing. And while some might complain that making McDonald's burgers extra appealing for the ad is misleading, it is no more unfair than the equally common practice of styling and then retouching models after a photo shoot. You've probably seen how different celebrities look without makeup and advantageous lighting. And let me tell you, even the best skin cream can't give you the invisible pores a skilled digital artist can.

Early on in my career I remember learning why the best, most appetizing photos of pizza (think of that cheese pull) didn't show the whole pie. Turns out it isn't ethical to add extra cheese to a frozen pizza, but you can use a pair of tweezers to arrange all of the included cheese on the small area of the pizza you're shooting. And then it's on to blotting grease off the pepperoni!

Hungry yet?