mcdonald's photo advertising vs. real burgers
mcdonald's photo advertising vs. real burgers mcdonald's photo advertising vs. real burgers
jun 25, 2012

mcdonald's photo advertising vs. real burgers

‘behind the scenes of a mcdonald’s photoshoot’
(left) quarter pounder with cheese from the store
(right) quarter pounder with cheese retouched after a photoshoot
image © mcdonald’s canada




ever wonder why the hamburger you get at mcdonald’s never resembles the one in the advertisements? this is what isabel m., from toronto, canada, sent to the famous fast-food chain’s ‘our food, your questions‘ campaign. the result is a step-by-step, behind-the-scenes photoshoot that showcases the difference between a bought  quarter pounder from cheese beside a burger completely crafted from scratch.



‘why does your food look different in the advertising than what is in the store?’ isabel m., toronto, canada
image © mcdonald’s canada

it takes a team of experts to craft the burger
image © mcdonald’s canada

it is perfectly constructed to showcase the hidden ingredients
image © mcdonald’s canada

blemishes are removed to showcase an appetizing product
image © mcdonald’s canada

video © mcdonald’s canada

  • It’s like when a building doesn\’t look like the renders!

    mehere says:
  • When some one has to explain too much about something, it is because the object is not OK enough!!

    reve says:
  • Ficticiuos advertising for fictisious food!

    Dieter says:
  • Autoboicot??? No entiendo nada. Lo único que hacen es afirmar que nos engañan a todos??
    Si el resultado final es claramente desfavorable…sinceramente no entiendo…alguien me lo puede explicar??

    Santiago Luis says:
  • what’s the point?
    to prove fake food is faker on paper? mission accomplished for that matter but we all knew that before this lame brainless demo.

    buzzoff says:
  • i think their point is, \”don\’t worry, you\’re not getting jipped.\” nice scheme, McD\’s.

    Lucy says:
  • the point is that while most people realize that food stylists exist, they are mostly unaware of the incredibly painstaking attention to details such as cheese blemishes. twat.

    Dave says:
  • You’re right, Dave. Everyone knows that advertisements are not a realistic portrayal of the product they display, but this behind-the-scenes peek really puts the advertising world in perspective; that’s what makes commercials so ineffective. They should just go away completely! Have you guys heard of the AutoHop from Dish? It literally skips through every commercial on primetime TV recordings so we can now pretend we live in a commercial-free world! I mean, between working at Dish and keeping up with a household, the last thing I want to do is sit through fake clips of McDonald’s burgers.

    marsha says:
  • I was fortunate enough to see what a food stylist does to make food look so good in the ads. It’s amazing the amount of work that goes in the details. He’s done everything from making fake ice cream to beer advertisements (he uses glycerin to make those perfectly round water drops). The only instance that food can’t be replicated entirely is a pizza, where you have to photograph it straight out the oven or else the white cheese becomes translucent.

    I’m not advocating that advertisers should lie to us by presenting fake food to us to sell a product, but I found it fascinating at what length they will go to create that perfect photo.

    The only place where I’ve seen food look exactly like what’s on the menu is in Japan. Desserts, hot sandwiches, apples, you name it, it looks perfect.

    Dahlia says:
  • regardless… mission accomplished, i’m starving!

    faye says:
  • Well- regardless of the fact if i like/dislike MC-D,
    I Like the confidence they have to actually provide the answer (this video)- the confidence this woman has –
    in the professional world that was a well presented come back to the viewer.

    LaMakki says:
  • look at yourselves in the mirror when you get up. do you goto work like that? we all cake up! so does the burger! big deal!

    james says:
  • La Makki, when you eat the burger you eat the “caked down” version 🙂

    domi says:

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