Legendary Performances: The White Lie
Why is it that those who appear in commercials are always compelled to exaggerate their reactions? Why do food products always look much more tastier on television? ? ? Is this a dishonesty scam, or just an artistic portrayal that allows imagination? We must start from the story of production assistants. . . . . .
When I was working as an film producer’s assistant, the director had looked at me with hope and excitement and exclaimed: “Bruce, that chicken patty needs to burst with juice and flavor the moment it is cut through. The shot will be taken with a close-up of the oil running down like a waterfall… That is what brings an appetite!” With that, the director dozed off again, because the cameraman and I were the only ones left filming the shoot at 4 AM, barely keeping our bloodshot eyes focused on the greasy piece of chicken. (The crew were already too tired to function.)
Later, when I became a manager of an advertising agency, the director of creativity ushered me away when I was stealing a smoke one day and said: “Bruce, order for the chicken patty to be smeared with more grease, and when it comes out, it should ‘ooze’, not ‘run’. That is what brings an appetite!”
I reluctantly have to leave the extra I was flirting with, and try to figure out a the logic of a positive connection between “oozing oil” and “appetite”. I ordered for the chicken patty to be smeared, squeezed, and tampered with oil! The oil ran down from the meat like a dam breaking down on a river, destroying everything within its path…
A couple of years later, while I was attending a meeting, a client commented: “Why weren’t there more oil? It doesn’t look tasty at all… This cannot present our product at all!” “Of course! Absolutely! We will reshoot the ad again, with MORE oil OOZING down, after all, that is what brings an appetite!” That was my reply. . . . . .
Everyone knows that, fried chicken would never look that way on a consumer’s plate after it had been ordered, processed, fried, and served minutes or even hours later. One might even be worried that, if it does happen, the customer might sue you for burning his/her tongue!
Why is it that those who appear in commercials are always compelled to exaggerate their reactions, then? I have been pondering on “The Shoot of the Chicken” question since my days being an assistant, to now being a client myself. No one really expects to get what is shown in the commercial anyway. Why is it, then, that everyone is trying so hard to achieve that effect? Being a student of advertising, I realized that “Consumer Appeal” is one of the most important indicators in market decision-makings. All those years in the field made me understand that over-exaggerated statements are usually what the customers want and expect to see.
The act of making an product “godlike”, as in “how amazing” and “sublime” it tastes, is to set a likable first impression to catch a consumer’s eye instead of telling it as it is. There might be some consumers dialing the 0800 hotline to file a compliant on the dishonest chicken patty! ! ! ! Nevertheless, the “Abstract Performance” in the artist’s defense is something that no one can complaint against; not to mention most prefer it to be elaborative anyway.
Setting a product into a legendary status it is a win-win situation, or even a cuatro-win; how so? The concept of the legendary fried chicken pleases the client and hypnotizes them into believing that their product is really that good. The ad company then can successfully deliver the message of it being “awesome”, so that the production company can feel justified in emphasizing the “oozing” effect just to make it more “clear” to the viewers. Unless there are hygienic concerns, no one would really file a complaint against a dry piece of fried chicken. For all the reasons above, there are more than enough reasons to shoot the legend of the chicken patty and its sequels II, III and IV. . . . . .
Can we say that the consumers are fooled? I started out with an idealistic, unworldly fashion about this industry that made these tactics seem appalling. Yet, if everyone is happy, and stay happy after encouraged into buying it… Well, these acts of immortalizing products I conclude to be just plain “white lies”.
The same thing happened again when we were filming an undergarment commercial. In which universe would a lady really meet her prince charming simply by putting on a push-up bra? I believe that being “perked” and being hitched are 2 irrelevant matters. No one expects it to be; but people enjoy watching the commercial. The purpose of this “white lie” then becomes clear: it is just a means to create more possibilities for the client to sell its product.