Director of Marketing for McDonald's Canada.

麥當勞加拿大公司營銷總監。

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&quot。

"than what is in the store?"

"比商店裡的東西？

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 if you want to come with me,

如果你想和我一起去。

I'm going to take you across the street

我帶你到街對面去吧

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

我們會發現更多。C'mon!

>> HOPE: Hello!

>>希望：你好!

>> MCDONALD'S EMPLOYEE: Hi!

>>MCDONALD'S EMPLOYEE：Hi!

>> 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？

Thank you, thank you so much!

謝謝你，太謝謝你了！

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!

Oh, it looks good!

哦，看起來不錯！

Look at this beauty!

看看這個美女！

We'll put this one back in the box.

我們會把這個人放回盒子裡。

We're going to go over to our photo studio

我們要去我們的照相館。

and see a little bit more about behind the scenes,

並查看更多關於幕後的資訊。

what happens at a photo shoot.

拍照時發生的事情。

So we're en route to Watt Photo Studios.

所以我們'正在前往瓦特攝影工作室的途中。

Watt has been our agency,

瓦特一直是我們的代理。

doing all of our merchandising creative,

做我們所有的商品創意。

for probably about seven years.

大概有七年的時間。

What we're going to do here is

我們在這裡要做的就是

we're actually going to put the burger

我們實際上要把漢堡的

that you saw me just buy...

你看到我剛剛買...

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,

我們要真正從頭開始製作。

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。

It's as hot off the press as it can be.

它'是熱的，因為它可以從印刷機。

>> NEIL: Good.

>>NEIL：好。

>> 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。

so we can use that for comparison.

所以我們可以用它來比較。

>> 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。

>>HOPE:Perfect, that makes total sense.

>>HOPE:完美，這完全有道理。

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。

who is our food stylist.

誰是我們的食物造型師。

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。

And here, I think it's important to note

而在這裡，我認為重要的是要注意到

that all the ingredients that Noah uses

諾亞使用的所有材料

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。

So it's the exact same patties,

所以它'是完全一樣的餡餅。

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

這是完全一樣的番茄醬，芥末和洋蔥。

And the exact same buns.

還有一模一樣的包子。

Almost ready for you, Neil.

就要給你準備好了，尼爾

>>NOAH: Hey Neil.

>>諾亞：嘿，尼爾。

>>NEIL: We want to be able to show

我們希望能夠顯示出...

the pickles and the condiments as we build.

醃菜和調味品，因為我們建。

HOPE:Right.

HOPE:對。

NEIL:In the store, they would naturally

在商店裡，他們會自然而然地...

just line it up, straight in line.

只要把它排好，直接排好。

We have to bring it back a little bit,

我們必須把它帶回來一點。

to reveal the fact that it comes

揭穿

with the pickles and the slivered onions.

與泡菜和洋蔥片。

>>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.

一切都在後面的圖片。

I don't know what's actually in it.

我不知道里面到底有什麼'。

This way, we can at least tell people

這樣，我們至少可以告訴大家

you have ketchup, you have mustard,

你有番茄醬，你有芥末。

you have two pieces of cheese

你有兩塊奶酪

and you know what you're getting.

你知道你會得到什麼。

>>HOPE: Perfect onion selection.

>>希望：完美的洋蔥選擇。

It's like you're a surgeon in there.

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。

the bun is sitting crooked.

饅頭都坐歪了。

So he's just compensating...

所以他只是在補償... ...

>>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。

Maybe I'll put mustard, ketchup...

也許我會把芥末，番茄醬... ...

actually, ketchup, mustard, ketchup.

其實，番茄醬，芥末，番茄醬。

>>NOAH: You ready?

>>諾亞：你準備好了嗎？

>>NEIL: Yep.

>>NEIL：是的。

>>HOPE: Oh, beautiful!

>>希望。哦，漂亮！

>>NOAH: That's nice.

>>諾亞：這很好。

>>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。

Let me introduce you to Stuart Murray.

讓我給你介紹一下斯圖爾特-莫里。

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

他'要拿側面的比較。

and do a little finessing of the product.

並對產品做一下微調。

The less amount of retouching that we do to something,

我們對一些東西的修飾量越少。

the less perfect it looks.

看起來越不完美。

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。

Just enhancing some colour,

只是增強一些色彩。

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。

which creates a bit of a steam effect,

這就產生了一點蒸汽效應。

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

然後主要區別在於

we actually took all the ingredients

其實我們把所有的原料

that are normally hidden under the bun

掩耳盜鈴

and we pulled them to the foreground,

我們把他們拉到了前臺。

so that you could see them.

這樣你就可以看到他們。

And those are the main differences.

而這些都是主要的區別。

So Isabel, thank you so much for your question,

所以伊莎貝爾，非常感謝你的問題。

and we hope that's answered it for you.

我們希望，'的為你解答。

Thanks.

謝謝你