Tag Archives: food styling

Every Pizza Ad Ever

Watch Telekinesis Studios “Every Pizza Ad Ever“, a parody of what I think may have been in jest of Papa John’s commercials.

Compare to:

and:

The last one was a little bit sexy, don’t you think? I think what makes Telekinesis Studio’s parody funny is that it is so accurate. Despite that fact that there is an evident formula to making a pizza commercial, Papa John’s commercials are very effective in stimulating behavior in the audience (to go out and buy Papa Johns Pizza!).

A few persuasive techniques being utilized in these ads taken from the ACME Coalition for Media Education:

Plain Folks: The opposite of testimonial; persuading by appealing to the common man or portraying yourself as “just one of the guys/gals.” CEO and Founder of Papa John’s portrayed as just an average Joe starting up a multi-millin dollar pizza chain. He reaches out to his customers by revealing a little about himself: his favorite pizza.

Beautiful People: Persuading through images of good-looking individuals to sell products, lifestyles, behaviors, or ideas. There’s no denying Papa is a handsome guy! And the make-up helps!

Hyperbole: Persuading by making exaggerated claims. Found all the time in advertising media. “Better Ingredients, Better Pizza, Papa Johns”. Better than what, really? And how do we know?!

Reptilian Brain: In the second Papa Johns commercial, the slow motion images of the food being prepared targets a part of the human brain known as the “Reptilian” brain. This brain reacts to stimulation in four ways: Eating, Mating, Fighting, or Flighting. The slow images of the food trigger the primal brain to want to eat.

Do you see any other persuasive techniques in these commercials that might make an audience want to order for delivery?! Let me know your thoughts below!

NP 4/09

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Filed under Media Literacy, NP

Pulling the Cheese : Domino’s Food Styling and Pizza Porn

You’re sitting at home watching TV when a pizza advertisement comes on. By the end of the commercial, you’re salivating in your mouth at the images you just saw on the screen. You pick up the phone, call Domino‘s and order a pie for delivery. You’re impatient, eagerly awaiting to take a bite of the slice you just saw on TV. 20 minutes later you pay the delivery driver and open the box, expecting to see this:

Pizza Porn

Pizza Porn

But what you really see is this:

“Food photography (or food porn as it’s deemed in this age of Food Network plate-ogling) can make you hungry with a mere glance.  But it’s not easy to get things looking so appetizing and alluring. It takes a ton of skill, timing, artistry, and even some house hold items you should never put in your mouth.” – Fox News

Ever wonder what the process of making a Domino’s commercial looks like? Take a look:

“Food stylists are amazing. They have to do many things to the food to make it look beautiful…They use many tools to make that pizza look the best.” – Hand Model, Domino’s Pizza

It takes “150 people to get down 30 seconds of camera time…if we’re lucky, we get one shot an hour.” – Sam Fauser, Domino’s Pizza Chef

I never thought that they would cut the pizza using a sawzall, or screw down the crust so the cheese will pull just right. It makes sense, I mean how many times have you pulled a slice out of the box and took the cheese off the whole pie?

Although Domino’s released this video to be more transparent, as part of their famous “Oh Yes We Did” campaign, they certainly are not the only company utilizing food styling. Almost every food commercial, photograph, and television show employ at least a little bit food styling to make the food look beautiful.

I haven’t decided yet where I stand about the ethics of “Food Porn”. It’s not unlike other commercials which use different means of persuasion (i.e. beautiful people, humor, values, flattery, straw man). To me, it’s just another important aspect of being media literate. Questioning food media production should be considered thoughtfully like any other kind of media. Some people argue that Food Porn does not practice good ethics, and can be misleading to consumers. What do you guys think? Should you be able to photograph your cake and eat it, too?

WP 3/22

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Filed under Ethics, Media Literacy, WP