Abstract
This research aims to discover insights and blind spots relating to the appeal of food pictures. Thematic analyses of in-depth creative and consumer interviews enable the authors to propose ten key pictorial attributes to heighten the appeal of food pictures: identifiability; aesthetics; realism; freshness; handmadeness; portion; palatability; authenticity; healthiness; and social setting. The lack of guidelines for practitioners; the lack of realism in typical advertising images; and conflicting views on visual complexity are three key potential blind spots that may lead to lost opportunities to maximize the overall appeal of food pictures. This study establishes a typology of objective visual cues for ad agencies, photo studios and researchers.
| Original language | English |
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| Title of host publication | ICORIA 2013 |
| Subtitle of host publication | "to boldly go...": extending the boundaries of advertising: conference proceedings |
| Place of Publication | Amsterdam, The Netherlands |
| Publisher | European Advertising Academy |
| Pages | 798-817 |
| Number of pages | 20 |
| Publication status | Published - 2013 |
| Event | International Conference on Research in Advertising (12th : 2013) - Zagreb, Croatia Duration: 27 Jun 2013 → 29 Jun 2013 |
Conference
| Conference | International Conference on Research in Advertising (12th : 2013) |
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| City | Zagreb, Croatia |
| Period | 27/06/13 → 29/06/13 |