Sometime over the past several years you have seen a news story, read an on-line article, or seen a magazine article on fast food advertising. Two things are always stressed in these reports – that the advertisers must use the same ingredients that the restaurant uses to make the sandwiches in the ads, and the sandwiches in the ads never look like what you get squished into that bag that you exchanged a bunch of dollar bills for.
There are always lots of excuses. They use special angles and shoot with optimal lighting. Their toppings might be a bit fresher than what the restaurants are using. And my favorite excuse, they don’t cook the food. Apparently when you cook meat it shrinks and when you wrap lettuce in aluminum foil on top of a hot sandwich it wilts. Quel surpise! Here’s an idea. How about not putting the toppings on until the sandwich is ordered? By I’m just talking to the wind.
When advertisers photograph a shirt or a blouse they have to get one from the production line for the picture. The model can be as fresh or as manipulated as you please but the product has to be what you can reasonably expect to find in the store. Why would expect the same requirements for the food we eat? But as I said, I’m just talking to the wind. Or am I?
Take a look at this. This is a sandwich from a local restaurant that has earned its reputation from its sandwiches.
This particular sandwich was bought, bagged, tossed in the car, sat there while I stopped for gas, finally arrived home, plopped on the table, unwrapped, and picked up to be heartily devoured. That’s when I stopped and snapped off a shot. It probably isn’t that great of a picture because I don’t belong to the “take a picture of your food before you eat it” generation and it still looks like a pretty good sandwich to me. The funny thing about this local chain. They don’t advertise.
Imagine that picture handled by the food stylists responsible for making your McBurger look appetizing. That might be better than porn.
That’s what I think. Really. How ‘bout you?