There’s been some talk today about how sex sells, but that idea seems less applicable when it comes to food. Unless you’re freaky. As far as food advertising goes, Ryan S. Elder and Aradhna Krishna of the University of Michigan believe that appealing to all of our human senses at once is a much more successful than concentrating on taste alone, or sex.
So, according to science, a bikini-clad babe or a man in a nice, tailored suit are trumped by the mere mention of various tastes in association with food. Tests have shown that “tapping into our other senses can actually increase consumers’ taste perceptions.” That means the mention of the sound of food, or the texture, can actually change the way we mere mortals perceive the taste. I wonder if an in-depth description of an orange might make it taste like a pineapple. To the lab!
Anyway, let’s take a look at the two taste-mentioning ‘sexy’ burger ads below and then compare them to a more simple, descriptive ad, and see what happens:
Now let’s try an burger ad that I wrote:
“Oooh, check out that burger. Listen to the pop, pop, sizzle of that bacon as it fries in the cast iron pan. Touch the green, crispy lettuce, still wet from the rinse. My, oh my, that bun smells fresh, doesn’t it? Filling my nostrils with yeasty goodness. You know that pickle is tangy right? Like a sweet-and-sour fiesta for my tongue.”
There you have it. How do you feel? The study says, “taste is generated from multiple senses (smell, texture, sight, and sound), [so] ads mentioning these senses will have a significant impact on taste over ads mentioning taste alone.” Now,
I may not be hot n’ bothered, but I sure am hungry!