How Food in Commercials is Made to Look More Visually Appealing

As these cable tv statistics here state, TV is still a powerful medium with which to convey products to audiences. TV adverts have been a part of our lives for many generations now, and they are only becoming more and more appealing to the average consumer.

If a company is trying to get a customer to buy a food product, they will probably talk about its taste, benefits and even how long it lasts. The commercial or ad might even say how much money it will cost in a “meal deal” or for a limited time only. But often, how we see the food being presented is one of the biggest deciding factors in swaying audiences.

Thing is, that’s not always the case. Just like those adverts for new casinos or bingo apps, there’s something else they don’t want to mention in the background. The funny thing about food adverts is that there is an entire industry that tries to come up with the most appealing commercials possible to help sway us toward buying, regardless if it is edible or not. There are special food stylists and makeup artists out there who are responsible for creating the stunning visuals we see in television commercials. In fact, food and makeup artists have had a long and fascinating history together. Let’s take a look.

Commercials for Foodstuffs and Cosmetics and Hair Products

You might have watched many television commercials during your time watching television, and one thing that you probably remember is the smell of freshly baked cookies. But did you know that it was actually food stylist Don Rouhman who set the trend of having food in commercials? In this advertisement for Betty Crocker, Rouhman’s job was to make food look as attractive as possible. It might seem crazy to some that food can look so pretty, but sometimes food can look so appealing that it can make you feel good about eating it. Food commercials soon became the model for other marketing campaigns. It is probable that they may have studied viewership stats like those provided by modern companies like Samba TV (visit their website here). As soon as they realized the potential of food commercials, other food ads started appearing, which were equally interesting to look at. Also, if you ever want to see how cosmetics and beauty products are made to look beautiful, you can check out this video.

Food and Cosmetics Used to Be Part of Cinema

Some movies used to feature elaborate scenes involving makeup, food and other products that look good enough to eat. For example, in 1961, a movie called With Everything You Have, the plot involved a rich lady who wanted to lure a rich man into marrying her. After she tries to get him to come to her house for dinner with her friends, they talk about the food she’s serving. For dinner, she’s going to serve steak, cheese and strawberries with a rose to the man. It’s just like those fancy restaurants you see on television commercials or in a movie. One of the characters even says that one of her friends bought a license for the movie to use the logo for Primo Beer on her shirt. Yes, you can actually order a drink that looks like the image you see in the movie.

Food Cosmetics Used Today

With such an intertwined history, it should no longer be a surprise to you that food is made to look as pretty as actors. So what kind of trickery do we see in a food commercial? Inedible ingredients are often added to advertised food in order to increase its visual appeal. For example, shaving foam is often used instead of whipped cream for a defined shape. Oils used for cars are used to imitate thick and goopy syrup. And some recipes input a disgusting ratio of baking soda or salt so that the texture looks just right. As none of these foods made specifically for the advert are eaten, there isn’t any concern from advertising regulators.

So next time you see a food product that didn’t look as good as the advert, be thankful that there is no shaving foam, motor oil or cups of salt inside.