McDonald’s burgers have become iconic, and their advertisements are often a visual feast that leaves us salivating. However, many customers have noticed that the burgers in these ads seem far better than those served in real life. So, what’s the reason behind this discrepancy? There are several factors, ranging from clever food styling to production techniques, that make McDonald’s burgers appear more perfect in advertisements than they do when served at a restaurant.
The Art of Food Styling
One of the key reasons McDonald’s burgers look better in advertisements is the art of food styling. Professional food stylists are hired to make the burgers appear flawless for the camera. These stylists are skilled in manipulating food to make it look its best, using various tricks and techniques to ensure the burger looks appetizing and fresh.
For example, the buns are carefully positioned to make sure they aren’t squished. Lettuce and tomato slices are arranged with precision, often being propped up with tools or using invisible supports to make them appear more voluminous. Cheese is melted just right, often using heat lamps or blow dryers to achieve that perfect, gooey consistency.
The Role of Lighting and Angles
Another important factor that enhances the burger’s appearance in advertisements is the use of strategic lighting and camera angles. Professional photographers use high-end equipment and controlled lighting to make the burger look mouth-watering. By focusing the light at specific angles, they can create the illusion of freshness, juiciness, and crispness, which makes the burger more appealing.
The camera angles are also carefully chosen. Shots are often close-ups or from angles that highlight the burger’s layers and ingredients, making them appear larger and more well-proportioned than in reality. This technique exaggerates the visual appeal of the burger, giving the illusion of size and texture that’s not always present in the actual product.
The Perfect Ingredients
In an advertisement, every ingredient is chosen to look its best. This means that the lettuce is the perfect shade of green, the tomato slices are uniformly thick, and the patty is thick, juicy, and perfectly cooked. In reality, though, the ingredients that go into a McDonald’s burger might not always meet these high standards.
For instance, the lettuce might be a little wilted, or the tomato slice might be thinner or uneven. The patty may not always be cooked to perfection, and the buns may be slightly squished due to the wrapping and transport process. In an advertisement, these imperfections are deliberately avoided or fixed before the shot.
Artificial Additives and Tricks
Food stylists often use certain additives to enhance the burger’s appearance. For example, to prevent the burger from getting soggy during a photo shoot, they may use a small amount of clear wax or glycerin to create the illusion of moisture, making the ingredients look more appetizing. Additionally, items like burger patties may be lightly painted with oil or gloss to make them shine in the ad, making them appear fresher and juicier than the actual product.
Another trick is the use of fake or modified ingredients. For example, a fake patty made from plastic or rubber may be used in photoshoots to ensure the burger stays perfectly intact for the duration of the shoot. Some stylists also use dyed plastic lettuce to create a consistent look that wouldn’t wilt or discolor under the hot studio lights.
Photoshop and Post-Production Editing
In today’s world, Photoshop and other image-editing tools play a significant role in creating the perfect burger in advertisements. Post-production techniques can enhance the colors of the burger, smooth out imperfections in the bun, and even add extra shine to the cheese or patty. While the burger in the ad may be visually perfect, it is often a result of a combination of digital enhancements and stylistic adjustments.
Editing software can also correct any blemishes or inconsistencies that may arise during the photoshoot, such as slightly uneven layers or imperfect patty shapes. This makes the burger appear more uniform and appealing than what is actually served in the restaurant.
The Challenge of Mass Production
When you order a McDonald’s burger, it’s usually prepared and served quickly to maintain the fast-food model’s efficiency. The emphasis in the kitchen is on speed and consistency, not creating the perfect visual representation of a burger. This often results in a burger that, while tasty and satisfying, doesn’t always look as pristine as the one in the ad.
At McDonald’s, burgers are made in high volumes, and while quality control ensures the taste and texture are consistent, they’re not necessarily designed to be photogenic. The focus is on making sure the food tastes good and is delivered quickly, not on the burger’s appearance under bright lights and cameras.
Consumer Expectations and Reality
The difference in appearance between the McDonald’s burger in an ad and the one served at the restaurant is also influenced by consumer expectations. When people see a burger in a commercial, they envision a perfect, delectable sandwich that will meet their hunger with both taste and appearance. This idealized version creates a mental image of what the burger should look like, which is why many feel disappointed when they get a product that doesn’t measure up.
The expectations set by advertisements are based on a stylized version of reality, one that’s designed to grab attention and make the product look as good as possible. The real product, while still satisfying and enjoyable, can’t always live up to that expectation, especially when mass-produced under time constraints.
Why It Matters
Despite the gap between the burger in the advertisement and the one served at the counter, the disparity doesn’t seem to harm McDonald’s business. In fact, many fast-food chains rely on this kind of advertising because it creates a visual allure that draws in customers. The goal is to sell the idea of the perfect burger, and the advertisements succeed in doing that.
The use of such visual tactics has become a standard practice in the food industry, and it’s not just limited to McDonald’s. Fast food advertisements often portray products in a way that’s visually appealing but not always true to what the consumer will experience. While there’s an obvious difference between the reality and the advertisement, consumers are still drawn in by the mouth-watering imagery.
Conclusion
In conclusion, the burgers in McDonald’s advertisements always look better due to a combination of professional food styling, lighting, camera angles, and post-production techniques. While these tricks help create the perfect burger on screen, the reality of mass-produced fast food doesn’t always match the idealized version. However, despite this discrepancy, the advertising works because it taps into our desire for perfection and the promise of a satisfying meal.