As a mortal, I sometimes weaken in the face of fast food. So a couple days ago, I went to a McDonalds to order something terrible for me, and as I waited for my food, I watched the menu screen. Apparently, corporate thinks that simply having you in the store is not enough, on the menu they have to show… what I can only describe as “food porn.”
Clever reveals, black background, slow zooms – I have to admit that it’s incredibly good video. Video… not just good pictures, slow, sensuous shots of pouring coffee. I can’t describe how… sexy it was pouring black liquid into a cup for five seconds.
Look at this shot – soft lighting, perfect focus. You know that they probably use some glossy liquid instead of syrup because it shines better. Steam probably recorded over several minutes to get the best cycling image. I know half this stuff tastes awful to me and I can’t help but have my mouth water.
Mickey D’s is by no means the only user of these techniques. Open the menu at any chain restaurant (IHOP, Denny’s) and you’ll see the same images, although usually with white backgrounds, which inspires you to be happy about your selection.
Just like the grocery store, the more expensive selections will be at the top of the menu, cheaper ones won’t have a picture and be placed lower. Next time you go cereal shopping, check out the difference between the brand name corn flakes and the generic – you want to make love to the brand name, don’t you?
It obviously works, but it’s disturbing once you notice it. What marketing have you noticed that “once it is seen, it cannot be unseen?” Tell me in the comments below!
