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Taste at first sight 👁👀👁

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“The first taste is always with your eyes.”

Everything is contrived, from the glowing burger buns, fresh lettuce and tomatoes, to the juicy fresh meat. Video takes food advertising even further, making it come alive from its static state.

Table top advertising or food marketing is no different than any other product marketing: the illusion never matches with the reality of creating it. In reality, the food has been dressed up and augmented to look fresh and mouth watering like those lobsters in Red Lobster commercials.

Fashion advertising is similar. The model is always more enticing wearing makeup and sporting a six pack. When models make commercials, they never smile. Bad assery sells.

Not surprisingly, food porn and selfies are huge on Instagram too, the people’s marketing platform. A little bit of shoot preparation and filters make both food and faces look better than they actually are.

Today, anyone can use technology to create a Hollywood look. Everyone’s deceiving and buying lies at the same time. We all desire better versions of ourselves, including what appears on our plates.

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Faulty Impressions

Today is Black Friday, which means a lot of retailers are going to be counting impressions. What are impressions? Impressions are the number of times your content loads on a web page (e.g. in the newsfeed on Facebook) or the number of times your store gets seen, presumably by everyone who walks by.

Impressions are a good way to assess a number of potential eyeballs but a bad way to measure success. Just because your content loads in someone’s newsfeed or someone walks by your store, doesn’t mean they even see or acknowledge your advertisement.

Impressions are bunk. People pass by me every day (1 person = 1 impression) in New York but they rarely acknowledge my existence. They never look at me, we never chat, and vice versa. But it’s practical: we can’t possibly see and talk to everybody. Time is of the essence!

Attention and engagement are the real success measures. Engagement is a click, a share, or a like. The most engaged people are the usually the ones that are the most loyal, tell their friends, and keep coming back to buy more.

Engagement is the currency of the social web and real world. Impressions inflate views and project false realities. How do you call attention to yourself, your content, or your product? You create great awareness and a good product experience. Engagement is a combination of both style and substance that is measurable beyond the naked eye. Engagements sell.

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Over-commercialization.  She faked the National Anthem at Obama’s inauguration.  The Super Bowl performance might as well been a Beyonce hologram.  Beyonce uses music as cheap scheme to sell more advertising, completely over-saturating the mainstream.   NPR asks a great question:  ”The Beyonce Experiment: How Far Can She Go?”
Over-commercialization.  She faked the National Anthem at Obama’s inauguration.  The Super Bowl performance might as well been a Beyonce hologram.  Beyonce uses music as cheap scheme to sell more advertising, completely over-saturating the mainstream.   NPR asks a great question:  ”The Beyonce Experiment: How Far Can She Go?”