Advertising is essentially an attempt to convince to a number of people who buy a product or service using relatively little information about it.
Giving all the technical specifications of what is being offered would not only be very costly in terms of the type of advertising space to rent, but it would also not serve to convince anyone; in any case, that would be boring.
What we attempt with advertising is to express feelings and ideas through mental shortcuts that spark interest in what is being offered and earn it a memorable halo of seduction, so that its effects remain during the period of time between seeing the ad and being disposed. to pay for the product.
And if there is one area where these psychological tricks used in marketing to sell products stand out, this is food advertising.
Food advertising tips and resources
There are many types of advertising and, of course, some resources are possible in some cases and not in others. However, many of them are not exclusive to one of the classes and in practice are very common.
Here you can see an overview of some of the tricks used by advertising to sell food products.
1. Strategically placed water drops
How do you make food look fresher than it actually is? Simply by making the foods that appear on the screen strategically placed drops of water, especially in the case of fruits and vegetables.
If this is such an effective measure, it is precisely because we don’t stop to think about why there is so much water in food. Simply put, our brain associates the image of drops with the concept of “cool,” a very intuitive relationship between the two ideas that doesn’t make us question this mental shortcut.
2. Induction to synesthesia
Synesthesia is a psychological phenomenon that occurs when information entering through one sense (eg, sight) is felt at the same time as if it had entered through another (eg, touch).
Advertising uses these resources see an advertisement as close as possible to tasting what is sold. For example, amplifying the sound of how a cookie or crisps crunch subtly evokes a tactile sensation. Seeing how a slice of fried bacon bounces off a burger also provides information on its texture.
Close-ups show us all the most appetizing details of the food. This food advertising strategy works, in the first place, because seeing such an expanded food makes it we think we have it very close to the eyes and therefore close to the mouth.
So, we are already anticipating the taste that what we see must have and, one way or another, begins the neuroendocrine cycle related to chewing and salivation. To reduce the feeling of frustration that would result from interrupting this cycle of physiological activationWe started to think about what we could do to enjoy this product as quickly as possible; that is, hunger moves towards a goal in the near future, rather than eliminating it.
But besides, close-ups are the perfect excuse to resort to the next advertising strategy.
Idling isn’t something that by itself makes it used in food advertising to make us more eager to buy a product, but it does allow advertisers to make sure let the audience of a TV spot see what they have to see and they don’t lose details.
Plus, there are footage, like what happens when two jets of fruit juice collide in the air, that only make sense if shown in slow motion.
5. All kinds of picture calls
The function of the beer jug that appears in an advertisement is to look like him, not to look like him. Therefore, everything is done to create things that look like food without necessarily being food: the bubble layer that crowns the reeds is usually soap sudsCosmetic painted and coated foam rubber is used to create something that looks like meat and many grocery stores are filled with substances injected with syringes to make them look bulkier and rounded.
And, of course, all of the computer-generated effects that have been profitable to create three-dimensional models of food have long been in use.
6. Still life
All that food (or pseudo-food created for the occasion) that can and should come through the eyes of the advertisers’ target audience is conveniently presented through a still life. The still life is essentially the “showcase” of what it is about to sell., An image in which the product or set of products appears occupying the entire center of the advertising piece. The idea is to show the final look of what has been sold, to bring up all the relevant details at the same time.
The purpose of the still life is to create an image that is stored in memory and used to recognize the product at the point of sale. That is why, in the case of TV commercials, it almost always appears at the end, when the viewer’s attention has already been captured and it is time to help get the overall picture of the product, rather than quitting. ‘a series of fragmented images shown in different shots. .