by Janet Farricelli CPDT-KA

Created on: June 12, 2009   Last Updated: June 15, 2009

In order to better understand why that picture of the Whopper or Big Mac looks so impeccable on the highway billboard but then so humble once served before you, you must ultimately learn about the deceptive art of advertising. What is the goal of an advertisement after all? Isn't it to grab your attention and to '' subliminally persuade you'' to buy the products or services advertised? As honest or innocent as this marketing strategy may sound, in reality advertisers put extra effort to make their products look great; actually, to put it straight, sometimes even greater than they actually are.

Just imagine those flashy white teeth advertised when selling teeth whiteners, those perfect bodies advertising weight loss programs and those spic and span clean kitchens advertising sanitizing products. All these models are derived from the art of advertising which entails the use of camouflaging defects and bringing out only qualities, often the result of strategic photographers and the compliant use of modern media effects.

So what about those juicy burgers topped with perfectly red spotless tomatoes, crisp green lettuce and a fluffy bun? What about those straight long and slim french fries perfectly aligned one against another ike matchsticks in a red shiny box? The mouth watery picture is very likely far from what you will order, rather, it is the result of hours of trials and errors until the perfect picture is shot.

There are actually professionals behind those pictures posted at fast food restaurants, on bulletin boards or at the drive thru. These are professionals working for advertisement firms which are savvy about photography and other advertisement tecniques. They work hard on creating the right light and ambiance for products to stand out and obtain the deserved attention. The pictures are simply works of art that could even be displayed in art galleries. Yet, upsettingly, they are so far from reality...

Therefore, sadly, your lunch meal will be a far cry from what you see on paper or aired on television. Very likely, your french fries will be short and with random black spots, the lettuce may be wilted and the tomatoes may not be too ripe. The wrappers will have oil stains and the bun holding everything together may be drenched with toppings. Indeed, what you will get will be far from what that bill board advertised before hitting exit 67.

Businesses ultimately thrive from advertising. Often, advertising is really the only means by which the public may become aware of products and services. It comes as no surprise therefore, why retailers want to show their best. Trouble however starts when advertisers aim for the moon and decide to make things look better than they really are. Of course, fast food companies will never shoot a picture of those oily fries and that wilted piece of lettuce. Doing so would send customers away.

But why make things look better than they are? Isn't this going to cause some level of delusion once the customer notices that the products hardly resemble those advertised? Well, in the case of fast foods, perhaps that flavor ultimately provides forgiveness. In other words, the customer may be so hungry after waiting in line and drooling over those pictures of juicy char boiled burgers that once seated, he will forget all about appearance and celebrate with his taste buds.

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