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.
|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|
|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||International Conference on Research in Advertising (12th : 2013)|
|Period||27/06/13 → 29/06/13|
Damrongphiwat, J., & Ang, L. (2013). What makes food pictures appealing?: insights and blind spots from creative and consumer interviews. In ICORIA 2013: "to boldly go...": extending the boundaries of advertising: conference proceedings (pp. 798-817). Amsterdam, The Netherlands: European Advertising Academy.