Have you heard of "eggy yellow porn"? 4 major problems arising from expert guide

See the flowing protein, like the flowing egg yellow, how should you describe it? The answer is: yolk-porn, I really believe it!

This is the new type of intriguing food picture (see right). Recently, I just encountered an example: while I was taking the escalator up at the London Underground Station, a whole row of screen advertising walls appeared in front of me. At the corner of my eyes, there was a hot and steaming thousand-layer noodles rising from the plate, and the heated and melted cheese flowed downwards. Every screen was like this. The marketing promoters behind this ad are very clear that "flowing protein" can always become the focus of vision. Our eyes, or our brains, can hardly resist such things. Images of food (to be more precise, images of high-heat food) and everything that will move will always attract our attention. The stimulation brought by fluid protein, such as high-hot foods, is the visual thread of detection, tracing and focusing in the human brain during its evolution.

Over the past decade, Massachusetts (M&S) in the UK has established a reputation in the industry by using various styles and beautifully-looking food pornographic images as the focus of advertising marketing. Watch their ads carefully, whether metaphorically or explicitly, there are always many fluid proteins. The most famous ad of Massachusetts appeared in 2005: The picture is a chocolate pudding with melted chocolate flowing in the middle. The sultry narration of the voice tells the classic vocabulary that was later imitated: "This is not just chocolate pudding, it is chocolate pudding from Massacre." Do you know what the ad has to do with it? The sales volume has increased by about thirty-five times! The series of advertisements launched by Massage in 2014 are also worth noting (of course, a tribute to the original chocolate pudding). All the food in the advertisement is dynamic, with the most popular one being a scoundrel egg cut into two and a half, and the egg yellow slowly flowing out. The executive of a company said that the ad "precisely presents the sensory stimulation and surprise brought by food in a different style of modernity - like its quality and movement."

Of course, it is not only Massachusetts that use this marketing technique. According to the results of an informal food business analysis, during the 2012-2014 U.S. Super Cup, two-thirds of the ads focused on food dynamic images during the high-priced advertising period. 58 The phenomenon we are attracted to food dynamic images may explain why the recent video of hot chocolate desserts can swim the Internet, and many journalists even call it "hypnosis".

Whether metaphorically or explicitly, there is another reason why food dynamic images attract us: the food looks better, partly because we think this food is fresher. For example, Wan Sinke, who studied dietary psychology and marketing at Connell University, and his colleagues conducted a study and found that looking at pictures of orange juice pouring into a glass would make us feel that orange juice tastes better than a picture of orange juice. Both of these pictures are quiet, but the former hints at the dynamics of orange juice, and this alone is enough to increase the appeal of the food. As for everyone sitting at home, maybe you can't guarantee that food will move, it doesn't matter, there is another trick: keeping the trunks or leaves of fruits and vegetables, which can make people feel that they are fresh.

Food broadcast culture

A dear reader, in recent years, in the field of food pornography, I have discovered the most peculiar trend:Food broadcast culture (mukbang). Nowadays, more and more South Koreans watch online live broadcasts of other people eating and chatting on their mobile phones and notebooks. Millions of people have become infected with this habit of daily habits that are as simple as ecology. Funny to say, these amateur stars who live food porn videos (who prefers to call themselves "online broadcasters") are neither top-notch chefs, nor TV celebrities or restaurant operators. They are just a group of "online eaters" who live broadcasts, but these people are usually not as good as they are (see below). This culture can be seen as another example of food dynamics. Western Lin is full of food dynamic advertising. You only see food moving (think Massachusetts’ ads). In contrast, the interaction between real people and food is more eye-catching. I think those guys who often eat alone for the reason are watching the food broadcasts during meals, but they are looking for a virtual friend to win.

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Live broadcasts are becoming more popular on Sundays, and will the people who eat and watch the food and broadcast programs be more likely to eat than if they eat alone and have no virtual friends? This is an interesting question. You may also want to know how distracting food broadcasts can make people feel. Is it comparable to TV programs? After all, eating and watching TV will lead to a significant increase in appetite! If this is true, it may be expected that the audience will not only increase their intake, but also their endurance will be shorter.

Watching the food broadcast program, the audience can imagine that they are eating with the characters on the screen. However, the research results show that food images are still the most visually attractive than watching the food broadcast program from the third-person perspective, because people view images from the first-person perspective at this time, making their brains easily arouse their appetite. A smart marketing businessman knows no more: the easier it is for advertising content to arouse appetite for eating, the higher the ratings it receives. For example, imagine you have a bag of soup in front of you, and a bowl of soup is placed in front of the soup bag. If a soup spoon appears from the right side of the screen and it gradually approaches the soup bowl, the purchase desire of the audience will increase by about 15% compared to the appearance from the left side.. Why? Because most people are right-handed and hold a spoon with their right hand. I saw the soup spoon in my right hand and gradually approaching the soup bowl, making it easier for our brains to imagine drinking this soup. Now that all the left-handed men began to protest: "Then what should we do?" Don't worry, it won't take long to watch the ad on your phone, and you can probably switch to a left-handed vision to maximize the ad's appeal to you. However, the premise is that mobile technology must first be developed to be able to distinguish which hand you use.

Food pornography is gradually rising, should we worry?

Is there something to worry about? Or is food pornography not a big deal at all? Do we need to pay attention to it? Why don’t we let ourselves be willing to appreciate food images? Let’s see what happens. After all, the food pictures are not hot, right? However, food psychophysicists have proven that food pornography will cause many problems, and I think everyone should understand:

1. Food pornography will increase the feeling of hunger. There is one thing we can determine: watching food pictures will stimulate appetite. A study asked the subjects to watch the restaurant's introduction video for seven minutes. There were foods such as fried baked, baked baked baked, egg, etc. on the screen. The results showed that not only one class of subjects who did not eat increased their appetite, but also the recipients who just ate. An Italian researcher said: "It is not only the feeling of hunger that stimulates appetite, but the same effect is also seen when viewing food. Seeing food that opens the stomach can inspire dietary urges and stimulates eating."

2. Food pornography promotes unhealthy food. You watched Naira on the TV show. Nigella Lawson makes mouth-watering cakes, some of which are hotter than 7,000 calories. In fact, many top chefs who show off their skills in cooking programs have made healthy diet statements in the media, but their diets are either astonishingly hot or not healthy. It has been proven that after systematic analysis, the diet of the TV program's main food, fat, fat and fat content exceeds the nutritional guides designated by the world's hygiene organizations. The problem that emerges from this is not only that the audience wants to do it with their idols (it's amazing, but in fact, very few people really do it, or maybe this problem is not that serious. A recent experiment with two thousand food gourmets as research subjects found that less than half of the people who have cooked their own cooking based on the food in the cooking program). What is even more worrying is that the dishes we see in the TV program, or the ingredients we use in the program, may lead us to think that these are normal food choices regardless of whether we are at home or outside.

3. The more pornographic images you see, the higher your Body Mass Index (BMI). Although the two are related, they do not have a causal relationship. Even so, hearing such a thing may still make you suspicious. Of course, these people may also have higher frequency of viewing on TV, and not only limited to programs related to food; after all, the term "couch potato" exists longer than "food pornography". However, from the perspective of food psychophysicists, the most important question is: on the premise that the number of TV shows you watch is of a comparable basis, are the BMI values ​​of people who often watch food shows higher than those who do not watch food shows? This seems to be true, all evidence shows that food ads can cause viewers to experience subsequent consumption behavior, especially for children.

4. Food porn consumes your brain. No matter where we see food pictures, such as product packaging, cooking books, TV programs or social media, such as "Art of Plating" on Instagram, our brains can't help but make concrete psychological simulations and imagine how it feels like to eat these foods. To a certain extent, the brain can hardly distinguish the difference between the food in the picture and the real food. I know it sounds a bit stupid, but to resist these virtual confusion, we have to spend more brains. What happens when we face real food later? Imagine you are enjoying a cooking program on TV, like a food channel program. Soon, you arrive at the train station and hear the aroma of coffee in the air. You decide to buy a cup of coffee. There are heart sticks and fruits on the counter. Will you buy sweets at this time? Or choose healthy fruits? A laboratory study found that compared with those who only viewed a small amount of food pictures before the trial, those attracted to food pictures would make poor choices (that is, more aggressive and willful choices).

Frequently touching food images will cause unconscious concrete psychological simulations to the brain, imagining the feeling of eating these foods, but because they only appear on the food images on a TV or on a mobile phone, our brains must try to resist the movement of wanting to eat. Recently, a study conducted a practical experiment at three snack bars in the train station, and wanted to see if the fruit is placed closer to the silver collector than the heartbeat (the opposite of the common design method) could prompt consumers to make healthier shopping choices. According to light reasoning, customers will therefore choose healthier fruits or five-cera energy bars.

Unfortunately, the public continued to buy snacks such as potato slices, dried baked milk and chocolate. If consumers buy it, it means they will eat it. Then, the dry behavior of this type of food that originally wanted to reduce the public's dry behavior of eating too many high-heat foods will be counterproductive.

This article is excerpted from "Delicious Science"

Author: Charles. Charles Spence

Publisher: Shang and Zhou Publishing

●Author Introduction

Charles. Charles Spence, Professor of Experimental Psychology, Oxford University, UK, Director of the Intersensory Research Laboratory.

Over the past twenty years, we have studied how people perceive the world and won the reputation of multiple sensory cognition and physical experience designers.