Advertising is about creating images, and this is especially true when advertising food and drink. What the food looks like is more important than what it tastes like. To sell food successfully, it must look appetizing. Milk must look cold, bread must look freshly-baked, fruit must look juicy. Television advertising of food often uses movement: Advertisement . . .

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Obviously, food looks especially tasty when it moves. Chocolate sauce looks more delicious when you see it being poured over ice cream than if it is in a bowl. Sound effects – but not background music – also help to sell food:  sausages frying in a pan are mouth-watering.

A TV advertisement for a brand of coffee had the sound of coffee being poured in the background. The advertisement was so successful that it lasted five years. The colour of food and the colour of packaging are also very  important.

If the colour of the food looks wrong, people won’t eat it because they associate food with certain colours. Nobody would eat blue bread or drink blue beer. Therefore, in advertising food, purple gray and, in some cases, white are unpopular colours. How people expect something to taste often influences how it  actually does taste.

Researchers gave some mineral water to two groups of people. They told one group that the water was mineral water and asked: “What does it taste like?” The answer was: “It tastes nice.” Then the researchers told the other group that the mineral water was tap water. The second group said the water tasted a bit strange and not very  nice.

The word ‘tap’ created an unpleasant image of chlorine. It is the same for packaging. A food manufacturer was trying to decide whether to sell his product in a glass jar or a can. He gave a group of people the same product in both a glass jar and a can and asked them to taste it.

They all claimed that the product in the glass jar 30 tasted better. So it seems to be true, image is everything.


Mark the best choice.

1. Line 16, to ‘associate’ means to .

a) look for b) link c) think of eating d) find

2. In creating images when advertising food and drink, .

a) taste isn’t as important as appearance

b) taste is just as important as appearance

c) appearance isn’t as important as taste

d) appearance is less important than taste


3. Movement is an important part of television advertising of food because
a) a freshly-baked loaf of bread looks tasty

b) people want to see chocolate sauce being poured

c) food looks tastier when there is movement

d) milk looks cold when there is movement


4. A successful advertisement for food and drink .

a) lasts for five years b) has sound effects c) uses background music d) looks juicy


5. There is a strong connection between food and colour,

so a) people prefer to buy new foods with different colours because of advertising

b) people choose their food according to their preference of colour

c) some people enjoy eating food with unusual colours such as blue

d) purple, gray and sometimes white are the colours avoided when advertising food
6. The main idea of the fifth paragraph is that .

a) the word ‘tap’ creates an unpleasant image b) people have a negative attitude towards chlorine

c) expectations affect taste d) mineral water is generally well-liked


7. Which ot the following is true according to the sixth paragraph?

a) Food is best preserved in cans.

b) People prefer food in jars to food in cans.

c) Food in cans are sold more than food in jars.

d) Packaging changes the actual taste of a product. 

8. Which of the following is not true?

a) People do not buy products which are well presented.

b) The way a product is presented to consumers affects its sales.

c) When advertising coffee, using the sound of coffee being poured has a good effect on consumers.

d) Creating a positive image is important in advertising.

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