advertising/marketing before the bell: get out your grocery store floor plan from yesterday (if you...
TRANSCRIPT
Advertising/Marketing
BEFORE THE BELL:
GET OUT YOUR GROCERY STORE FLOOR PLAN FROM YESTERDAY
(If you were absent, get a piece of paper.)
Write the answers to these questions on the back of your grocery store drawing from yesterday.
1. List all the food “mascots” you can think of and what product they advertise.
(example: Tony the Tiger = Frosted Flakes)
2. What time in the day do food companies show TV ads for pizza, sandwiches, etc.? Why? What types of TV shows seem to have more food ads?
3. What food ads make your mouth water? (Give me an example.) Why? What makes that product look soooo good? (color…the way the cheese hangs off the crust…)
6.
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2.7.
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10. 11.
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20.
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18. 19.21.
-meat patty = Vaseline to shine-glue extra sesame seeds on buns-Place pieces of cardboard/plastic between tomato and bun to look bigger/fresher
Most companies have a group of people that work in “marketing” or people who work on developing the advertisements we see. Marketers for food companies frequently hire food stylists- a photographer whose job is to make the food look so good you start drooling.
white glue instead of milk so cereal doesn’t get soggy
Hot cocoa made with dishwashing liquid so bubbles last longer.
Chicken legs injected with mashed potatoes so they look plumper.
Spray Deodorant: used to make apples and grapes look like they've been plucked straight from the freezer.
Cotton Balls: soaked in water and then microwaved. They are then arranged with the food in such a way that the entrée appears to be steaming hot.
Motor Oil: used in breakfast ads for syrup…pancakes and waffles are coated with fabric protector so that the motor oil doesn't saturate the food.
Mashed Potatoes are used in ice cream ads to form “perfect” scoops
Hairspray: sprayed on cakes to make them look moist
Spaghetti: toss with liquid glucose to give it that sheen
Seafood: paint with glycerin to look juicy
Swiss cheese: holes are often added by punching them with straws
Water: plastic ice cubes are used in glasses, which are given a frosty look by spraying them with a dulling spray and then water
Pie: stuff with instant potatoes and then the filling is pinned in place on the tops and sides
Color is important in advertising….it is believed that warm colors entice people to eat. Thus, these colors are coordinated in such a way that the food makes viewers hungry.
Food artists are starting to not use these techniques anymore…why? What do you think they are starting to use instead? (Think about what we all use almost everyday…)
Another study was done where food ads were compared to the actual food served by a specific restaurant.
These are the results…
Burger King Whopper
McDonald’s Fries
Taco Bell Crunchwrap Supreme
Pizza Hut Tuscani Lasagna
Wendy’s Crispy Chicken Sandwich
KFC Potato Wedges
Quiznos Primo Meatball
Dunkin’ Donuts Egg White Veggie Flatbread Sandwich
KFC Kentucky Grilled Chicken Box
Burger King Crown-Shaped Chicken Tenders
McDonald’s Big Mac
Subway The Feast
Taco Bell Nachos
Wendy’s Broccoli and Cheese Potato
On the back of your grocery store drawing:
1. What is a consumer?2. How can you be a “smart” consumer? (What are 2
ways you can “evaluate” an ad…what questions can you ask yourself?)
A study with conducted with preschoolers showed how powerful advertising is psychologically.
For the study, preschoolers were given 2 of each of the following food items:Hamburger, chicken nuggets, french fries, milk, juice, and carrots.
One food item was placed in a McDonald’s wrapper/cup, a second identical food item was wrapped in plain unmarked wrapping.
The results…After tasting both food items, the children consistently picked the McDonald’s wrapped item as tasting better than the plain, unmarked wrapped food.
Same food, different wrapper…
What is your reaction to this study? (2-3 sentences)
