Why do McDonald's burgers look different from their ads? - WBOC-TV 16, Delmarvas News Leader, FOX 21 -

Why do McDonald's burgers look different from their advertisements?

A typical burger made in the fast food joint is made, well, fast, while the model takes much longer to perfect. (Image courtesy of Digital Trends) A typical burger made in the fast food joint is made, well, fast, while the model takes much longer to perfect. (Image courtesy of Digital Trends)


By Natt Garun
Provided by

In an interesting marketing campaign, a McDonald's representative answers a fan favorite question: Why do their advertisements make McDonald's food look better than it actually is? Director of Marketing Hope Bagozzi of McDonald's Canada takes you behind the scenes of an ad photoshoot to show the reasons and differences.

Bagozzi starts by visiting a local McD chain to order a Quarter Pounder to illustrate what customers are used to seeing: a hamburger that's generally flatter and pressed together than what you'd find in an ad. She then heads over to the photoshoot studio where a "food stylist" preps today's model. The crew explains that a typical burger made in the fast food joint is made, well, fast, while the model takes much longer to perfect. However, all the ingredients, such as the bun, patty, mustard, ketchup, pickles, and onions remain the same.

During the shoot, the burger is also not pre-stacked. Instead, the crew stacks each piece one by one, slightly reclining each layer back as they head toward the top. On a side angle, you can see how the top bun is mostly pushed back (and even held up by another piece of bread). According to McDonald's, this is to show every ingredient a customer should expect to get when they buy the product. In reality, everything is stacked on top of each other so you can't necessarily tell there are onions and pickles in between. After the photoshoot, the selected picture is then retouched to look even more enticing by saturating the colors and removing cracks in the burger buns.

Since the burgers generally come in a paper box when you order them, Bagozzi also says that a steam effect deflates the initial volume of the buns, making the real product look squashed. It's a smart campaign and rationale by McDonald's to address a popular fan question, which simplifies that advertisements and product deliveries have different purposes. Jason Kottke of Kottke.org explains it best: "[T]he burger at the restaurant is optimized for eating and the photo burger is optimized for looking delicious."

We're thankful at least the ads use the same ingredients instead of replacing them with shoe polish and hairspray to bring life to a sloppy piece of burger. Or do they? Watch the video of Bagozzi answering the infamous fan question below and tell us what you think.

In Case You Missed It:

- How about a frozen beer foam to go with that pint?
- Burritobot asks: Would you eat a burrito made by a 3D printer?
- Networked clothes hangers show how much an outfit is Facebook Liked
- Social media sites redesigned as sneakers are surprisingly fashionable

This article was originally posted on Digital Trends
  • Business NewsMore>>

  • Md. Energy Administration Awards Offshore Wind Grants

    Md. Energy Administration Awards Offshore Wind Grants

    Jan 11, 2018 11:27 AM2018-01-11 16:27:00 GMT
    Thursday, January 11 2018 11:27 AM EST2018-01-11 16:27:22 GMT
    The Maryland Energy Administration on Thursday announced awards for both the 2018 Offshore Wind Business and the Offshore Wind Workforce Development grants. Three of the awardees are located on the Lower Eastern Shore, including Salisbury and Ocean City.More
    The Maryland Energy Administration on Thursday announced awards for both the 2018 Offshore Wind Business and the Offshore Wind Workforce Development grants. Three of the awardees are located on the Lower Eastern Shore, including Salisbury and Ocean City. More
  • Draper Media to Acquire MTS Broadcasting Stations

    Draper Media to Acquire MTS Broadcasting Stations

    Jan 05, 2018 9:00 AM2018-01-05 14:00:00 GMT
    Friday, January 5 2018 9:25 AM EST2018-01-05 14:25:30 GMT
    Draper Media and MTS Broadcasting announced Friday that they have entered into a purchase agreement for WAAI-FM, WTDK-FM, WCEM-FM and WCEM-AM to join the Draper Media broadcasting company.More
    Draper Media and MTS Broadcasting announced Friday that they have entered into a purchase agreement for WAAI-FM, WTDK-FM, WCEM-FM and WCEM-AM to join the Draper Media broadcasting company.More
  • Sears to Close More Than 100 Additional Stores

    Sears to Close More Than 100 Additional Stores

    Jan 05, 2018 8:22 AM2018-01-05 13:22:00 GMT
    Friday, January 5 2018 8:27 AM EST2018-01-05 13:27:46 GMT
    (Photo: Sears)(Photo: Sears)

    Sears Holdings Corp. will be closing 103 more stores as the struggling department store chain tries to turn around its business. One of the stores that will be closing is the Kmart on Tilghman Road in Salisbury, Maryland.

    More

    Sears Holdings Corp. will be closing 103 more stores as the struggling department store chain tries to turn around its business. One of the stores that will be closing is the Kmart on Tilghman Road in Salisbury, Maryland.

    More
Content provided by
INFORMATIONAL DISCLAIMER The information contained on or provided through this site is intended for general consumer understanding and education only and is not intended to be and is not a substitute for professional financial or accounting advice. Always seek the advice of your accountant or other qualified personal finance advisor for answers to any related questions you may have. Use of this site and any information contained on or provided through this site is at your own risk and any information contained on or provided through this site is provided on an "as is" basis without any representations or warranties.
Powered by Frankly

All content © Copyright 2000 - 2018 WBOC. All Rights Reserved. For more information on this site, please read our Privacy Policy, and Terms of Service, and Ad Choices