McDonald’s use Photoshop and ‘burger styling’ to make food look tastier
Fast food giant McDonald’s has lifted the lid on the world of ‘food-styling’, posting a video that reveals just how they make their products look bigger, juicier and tastier in adverts than they actually are.
After being asked why food often looks different in advertising, McDonald’s posted the video, which shows technicians, photographers and executives spending HOURS ‘styling’ a burger, even using a syringe to add perfect dollops of tomato ketchup.
The burger is painstakingly reassembled so that all of the ingredients can be seen outside of the bun and look their absolute best, with cheese being blasted with a blowtorch to look like it’s melting.
For the final touch, the image is retouched, with blemishes being airbrushed, ingredients being shrunk and the bun being shaded to make it look more appetising.
Hope Bagozzi, McDonald's Canada's director of marketing said that customers are getting all of the ingredients advertised, but that the products look different in store as they are assembled within a minute. She added that the photographed burgers look bigger as steam generated from the burger once packaged can cause it to shrink.
Watch the full video below:
The video was posted in a bid to make things more transparent and honest to consumers – do you think it’s a positive step? Or is it just false advertising?