Name: 廣告裡的麥當勞看起來比較好吃？到底動了甚麼手腳？(Behind the scenes at a McDonald's photo shoot)
Uploaded: 2013-01-17T09:58:33.000Z
Duration: 3 min 28 s

Director of Marketing for McDonald's Canada.

I'm here with a question from Isabel M., from Toronto, Ontario.

我'在這裡有一個問題從伊莎貝爾M.，從安大略省多倫多。

She asks, "Why does your food look different in the advertising"

她問，"為什麼你們的食品在廣告中看起來不一樣"

It's a great question, Isabel. We get asked that a lot.

這是一個偉大的問題，伊莎貝爾。我們經常被問到這個問題。

and we're going to find out a bit more. C'mon!

>> HOPE: Could I please order a Quarter Pounder with Cheese?

>>希望：請問我可以點一份四分之一磅的芝士嗎？

Here's my hot and fresh Quarter Pounder with Cheese!

這是我的熱乎乎的新鮮的四分之一比目魚與奶酪!

We're going to go over to our photo studio

and see a little bit more about behind the scenes,

所以我們'正在前往瓦特攝影工作室的途中。

we're going to put it side-by-side next to a burger

我們要把它並排放在漢堡旁邊。

that we going to actually craft from scratch,

with our food stylist and our photographer.

與我們的食物造型師和我們的攝影師。

We're going to compare what's different about the two.

我們'要比較一下兩者有什麼不同。

I've just bought this Quarter Pounder with Cheese.

我剛剛買了這個四分之一磅的奶酪。

它'是熱的，因為它可以從印刷機。

>> HOPE: So maybe we just put that in and get a photo of it,

>>希望：所以，也許我們只是把它放進去，然後得到一張照片。

>> NEIL: So we'll keep the camera, the lights and everything the same.

所以我們'會保持攝影機、燈光等一切不變。

It will be a direct comparison of the right side of both burgers.

這將是兩個漢堡的右邊的直接比較。

What I'm going to do is introduce you now to Noah,

我現在要做的是向你介紹諾亞。

Ohâ that burger was made in about a minute or so.

哦â，漢堡是在大約一分鐘左右的時間。

The process we go through on the average shoot takes several hours.

我們一般拍攝的過程需要幾個小時。

而在這裡，我認為重要的是要注意到

are the exact same ingredients that we use in the restaurant.

都是我們在餐廳裡使用的相同食材。

it's the exact same ketchup, mustard and onions.

這是完全一樣的番茄醬，芥末和洋蔥。

the pickles and the condiments as we build.

在商店裡，他們會自然而然地...

with the pickles and the slivered onions.

>>NOAH: Because we're in a one-dimensional world in the camera,

>>諾亞：因為我們'在鏡頭裡是一個一維的世界。

everything is in the back in the picture.

就像你在裡面是個外科醫生一樣。

>>NEIL:Because we've had to put things forward,

>>NEIL:因為我們'不得不把事情提出來。

>>NOAH: So Hope, I'm just melting down the cheese with my palette knife.

>>諾亞：所以，霍普，我'只是在用調色刀融化奶酪。

其實，番茄醬，芥末，番茄醬。

>>HOPE: This burger looks pretty good as is.

＆gt;＆gt;希望：這個漢堡看起來相當不錯，因為它是。

I don't think it's going to need much retouching whatsoever.

我不'認為它'的將不需要什麼修飾什麼。

讓我給你介紹一下斯圖爾特-莫里。

He's going to take the side-by-side comparison

and do a little finessing of the product.

The less amount of retouching that we do to something,

我們對一些東西的修飾量越少。

But actually, it looks more appetizing and more convincing.

但實際上，這看起來更有食慾，更有說服力。

taking out some of the little accidents that might happen in preparation,

把一些準備過程中可能發生的小意外排除在外。

which obviously doesn't show the product in its best possible light.

這顯然不'以最好的方式展示產品。

Here you can definitely see that there is a size difference.

在這裡，你肯定可以看到，有一個尺寸的差異。

The box that our sandwiches come in keep the sandwiches warm,

我們的三文治裝在盒子裡，可以讓三文治保持溫暖。

and it does make the bun contract a little bit.

而且它確實使包子收縮了一點。

And then the main difference is the fact that

So Isabel, thank you so much for your question,

所以伊莎貝爾，非常感謝你的問題。