Why McDonald’s Burgers Look Different in Advertisements (1)

McDonald’s burgers look noticeably different in advertisements compared to what customers receive at the restaurant. This disparity is due to a combination of marketing tactics, food styling techniques, and the nature of photography that aims to make the product appear as appetizing and perfect as possible. Here are the key factors contributing to this visual difference:

1. Food Styling and Photography Tricks

Food styling is an art form that involves carefully arranging food to make it appear as visually appealing as possible. In advertisements, the burgers are often professionally styled by food stylists. These experts use various tricks to enhance the appearance of the burger, ensuring it looks ideal on camera. Some of the methods used include:

• Strategic Placement: Ingredients like lettuce, cheese, or tomato slices are often arranged in a way that highlights their freshness and size. The layers are carefully stacked to create the illusion of a fuller, more substantial burger.

• Use of Props: Food stylists may employ props, such as small wedges or foam to hold burger components in place and ensure that the ingredients stay perfectly positioned.

• Garnishing: Additional garnish or extra toppings might be added to enhance the burger’s visual appeal, even though these may not always be present in the actual product served.

• Spraying for Freshness: A fine mist of water or other substances is sometimes sprayed on the food to make it look fresh and glossy, adding to its visual appeal.

2. Lighting and Angles

The lighting used in food photography is also an important factor in making a McDonald’s burger look more appetizing in ads. Photographers use soft, diffused lighting to eliminate harsh shadows and create a warm, inviting appearance. The angle of the shot is also crucial. A burger might be photographed from a slightly elevated angle, or close-up shots might be used to highlight the layers of meat, cheese, and toppings, making the burger appear larger and more well-constructed.

3. Perfectly Assembled Layers

In an advertisement, the burger’s components are often placed in a perfect, organized manner, which makes it look taller and more layered than what’s typically served in-store. Real-life burgers, especially those made quickly during busy service hours, often have uneven layers due to the fast-paced nature of preparation.

The bun might also look fluffier, and the patty could appear juicier. The precision involved in the presentation of the burger in an ad is designed to make the product look as desirable as possible, even if it’s not quite how it would appear in a rushed, real-world setting.

4. Size and Proportions

Sometimes, the burger in an advertisement is slightly larger than the one customers receive. This is partly due to the fact that it’s easier to make a larger burger appear more appetizing and satisfying. The proportions of the ingredients may also be exaggerated to make the burger look more substantial. For example, the bun may appear perfectly round, and the patty may look thicker than it actually is.

5. Editing and Post-Production

After the photoshoot, digital enhancements can be applied to further improve the image. Post-production editing is a common practice in food advertising. Colors may be adjusted, shadows and highlights can be tweaked, and even the texture of the food can be enhanced to make it appear fresher or more appealing. This gives the burger a glossy, appetizing finish that’s almost impossible to replicate in real life.

6. Expectation vs. Reality

This visual discrepancy between the ad and the actual product often leads to customer disappointment. While McDonald’s and other fast food chains strive to create visually appealing ads, the burgers served to customers are often more modest in appearance. The size of the patty, the amount of condiments, and the freshness of the ingredients can vary depending on factors like preparation time, restaurant location, and employee skill.

7. Marketing Strategy

The primary goal of these advertisements is to create desire and excitement around the product. The enhanced, idealized burger serves as a representation of the best possible version of the product, enticing consumers to visit the restaurant. Once a customer orders the burger, the real experience is often somewhat different, but the expectation set by the advertisement increases the likelihood of a customer visiting and trying the burger for themselves.

8. Consumer Perception

Over time, consumers have become accustomed to the idea that food advertisements are often exaggerated versions of reality. However, the visual appeal of McDonald’s burgers in advertisements still plays a crucial role in maintaining brand recognition and attracting customers. While most people are aware that the burger they receive may not look exactly like the one in the ad, the marketing still sets an aspirational standard for the product’s quality and freshness.

Conclusion

The difference between the McDonald’s burgers in advertisements and the ones served in-store is mainly due to food styling, photography tricks, and editing techniques. Advertisers use these methods to create an idealized version of the product that encourages consumers to visit and make a purchase. Despite the gap between expectation and reality, the overall goal remains the same: to draw in customers with an irresistible image of the burger.