host Jim Fyfe poses at the start of this segment on the tricks and techniques behind food advertising spots.
(Understanding "techniques of persuasion" as well as production techniques are a big part of most state's
teaching standards.)
Most of us watching a hamburger commercial on TV have probably never thought about how the commercial was
made, but “construction” is a big part of understanding both media and media literacy. Most of us see what is
“on the screen” but rarely consider how it got to the screen: in other words: what happens before the
camera is ready to record. (Be sure to download or have your students read the Consumer Reports
ZILLIONS magazine article on Food Ad Tricks; Build A Yummy Burger)
If you’re considering using this clip (and this topic) with your students, you might wish to begin with a full
page ad of one of those juicy hamburgers from a favorite magazine or newspaper. (Here are some: Wendy's;
Hardees; McDonald's; Jack In The Box. You might wish to project one on an overhead or SmartBoard.) Ask
students to look at the images and the words and consider what is appealing in both. Be sure to look at the
resources on this web page constructed by media educator Frank Baker. It deals with many other issues--
especially the influence of junk food ads on children's health.
Before playing the video clip:
I Your students are about to go “behind-the-scenes” of "the making of" a hamburger commercial.
They will meet food stylist Jennifer Eustock (above) who describes herself as a “makeup artist for food.”
You might ask students what a “makeup artist” might do for real TV/movie stars—but tell them that this
is very different from that. They will see her inside a real video production studio, where she is dressed
in an apron about to prepare her “stars” (the hamburger and later the French fries) for their on-camera appearances.
As your students watch, you might have them prepared to make a list of all of the ways Jennifer alters the
food for the camera. Be sure to notice, the “captions” that come up on the screen as she speaks—these
are designed to amplify the message and the images.
Questions to consider before watching the clip:
1. What do you think a “makeup artist" for food might do?
2. Why does food need to be made-up for television?
3. What is a “close up”?
4. What role does music play in this segment?
5. What do the words "star" and "sugary" mean in this context?
6. What role does the camera angle play? (notice when she says "shoot our star from the front")
7. What is "wardrobe"? What does it mean to a food stylist?
8. Why does a burger need to make a "good impression"?
9. What does "supporting cast" mean in this context?
Click the image below to start the video:
Questions to consider after watching the clip:
1. How do you feel now about food commercials, after seeing the food ad tricks?
2. Does seeing a hamburger ad now make you more "skeptical"?
3. Is it "deceptive" to alter food--to make it look better--for advertising?
4. Should TV commercials have to disclose when they've altered a product?
5. Why do you think you never heard about "food stylists" before?
6. Would food look just as good on television without makeup artists?
7. Who would you write in order to complain about a deceptive food ad?
8. What US government agency oversees advertising?
Additional reading: Food Styling: The Art of Preparing Food for the Camera
The Future of Food Modeling
PBS KIDS Don't Buy It (Food Ad Tricks)
Looks Good Enough to Eat! Food Styling for Photographs and Film
Natural food photography
How to Take Pictures of Food
Food For Thought: Making Food Look Good (with accompanying lesson plan)
Be sure to see Frank Baker's Food Ad Media Literacy page for more resources about this topic.
Invite media educator Frank Baker to your school, district in-service, or conference.