There are Free Lunches Statement of Intentions

There are Free Lunches: Behavioral Clues to Live Happy in the Economic World is a blog that intends to present updated and relevant information about the "hidden" and only recently uncovered dimensions of the economic science: the behavioral factors. With this blog we intend to promote in Europe and in the rest of the World, the top research articles and perspectives on behavioral economics, decision making, consumer behavior, and general behavioral science. We aim to be followed by journalists, academics, managers, civil servants, and everyone who wishes to improve their daily interaction with the economic world and consequently, their lives' happiness.

Thursday, 5 July 2012

CO2 #2 A Peek at Food Styling (The Consumer Trap)

For some reason, after somebody complained about the fact that fast food in real life is much uglier than in advertisements, McDonald’s Canada decided to take us behind the scenes and show us the intricate, “several hours”-long process behind every product photograph they issue.

The tour guide is Hope Bagozzi, head of McD’s marketing in Canada.

Hope’s hope (always wanted to type that) is undoubtedly that her matter-of-fact tone will prevent the audience from actually pondering the remarkable waste and dishonesty of the process she depicts.

Bagozzi really tips her hand near the end, however, when she attempts to claim that the reason the patty in the ads looks so much bigger and prettier than the allegedly non-primped one she buys from the allegedly unaware (yet somehow giggling and supremely compliant) counter workers is the “steam effect” from the box containing the real-world burger! ROFL. Compare that shameless howler to the footage of the “food stylist” lightly browning but distinctly not cooking the advertising patty at the 1:30 mark of the video below. (Why brown the edges if you’re about to cook the burger, as the video, after a strategic cut-away, attempts to suggest has happened?)

The real reason for the huge difference between ad and real burger patties is fat content, which, of course, shrinks and leaves a greasy, gnarly result upon actual frying. McD’s clearly avoids this process in preparing its marketing imagery. So, now we know: Hamburger patties are actually raw in food advertisement close-ups!

In any event, this is a very rare little video. Marketers are loath to lift the veil, even with careful misdirection such as Bagozzi attempts here. Definitely worth a look.

Whatch the rare little video about McDonald's food styling here: FoodStyling

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