Advertising is, fundamentally, an attempt to convince a series of people to buy a product or service using relatively little information about it.
Giving all the technical specifications of what is offered would not only be very expensive in terms of the type of advertising space that would be necessary to hire, but also would not serve to persuade anyone; in any case, it would be boring.
What we try to do from advertising is to express sensations and ideas through mental shortcuts that allow us to awaken interest in what is offered and make it win a halo of memorable seduction, so that its effects remain during the period between sees the advertising piece and is willing to pay for the product.
And, if there is one area in which these psychological tricks that are used in marketing to sell things stand out, this is the advertising about food.
There are many types of advertising, and of course there are certain resources that are possible in some cases and not in others. However, many of them are not exclusive to only one of the classes and, in practice, they are very frequent.
Here you can see a review of some of the tricks that advertising uses to sell food products.
1. Drops of water strategically placed
How to make a food look much cooler than it really is? Simply by making the food displayed on the screen have strategically placed drops of water, especially in the case of fruits and vegetables.
If it is such an effective measure, it is precisely because we do not stop to think why there is so much water in the food. Simply, our brain associates the image of the drops with the concept of “the fresh”, a very intuitive relationship between both ideas that makes us not question this mental shortcut.
2. Induction to synesthesia
Synesthesia is a psychological phenomenon that occurs when the information that enters a sense (for example, the view) is experienced at the same time as if it had entered by another (for example, touch).
Advertising uses these resources so that seeing an advertising piece is the closest thing to being on the verge of savoring what is sold. For example, amplifying the sound of how a cookie or crisps creaks subtly evokes a tactile sensation. Seeing how a slice of fried bacon bounces when it falls on a hamburger also provides information about its texture.
3. The first planes
The close-ups show us all the most appetizing details of the food. This strategy of food advertising works, first of all, because seeing such an expanded food makes us think that we have it very close to the eyes and, therefore, close to the mouth.
Thus, we already anticipate the flavor that what we are seeing must have and, in some way, the neuroendocrine cycle that has to do with chewing and salivation begins. To reduce the feeling of frustration that would produce interrupting this cycle of physiological activation, we began to think about what we could do to taste that product as soon as possible; that is, hunger moves towards an objective in the near future, instead of eliminating it.
But, in addition, the first planes are the perfect excuse to resort to the following advertising strategy.
4. Slow motion
The slow motion is not something that in itself makes used in food advertising have more desire to buy a product, but allows advertisers to ensure that the audience of a television spot see what they should see and not lose detail .
In addition, there are images, such as what happens when two jets of fruit juices collide with each other in the air, which only make sense if they are shown in slow motion.
5. All kinds of image tricks
The function of the beer mug that appears in an advertisement is to appear it, not to be it. Therefore, everything possible is done to create things that seem to be food without necessarily being: the bubble layer that crowns the canes is usually soap scum, painted foam rubber is used and covered with cosmetics to create something similar to meat and Many edibles are filled with substances injected with syringes to make them look more bulky and rounded.
And, of course, all the effects made by computer that are profitable to create three-dimensional models of food have been used for a long time.