As a hunter who eats food, I have seen many food documentaries before, such as Flavor Man, A String of Life, China II III on the Tip of the Tongue and Exploring China. ...
While appreciating every kind of food, we will pay special attention to how they describe the food and why they describe the food of an ordinary family so appetizing. Later, I read a lot of food articles and summarized two ways to write food. Next, I will talk to you in detail about how to make food mouth watering.
First, describe the details of "food" in depth.
Detail description is an important way to create a sense of reproduction. The more detailed things are, the more convincing they are. The more vivid the details, the more vivid the text, and the reader can build his own imagination in his mind according to the description. Details can be described from two aspects: feeling and scenery. Describe in detail the sensory stimulation brought by food.
Starting from the senses, this paper describes in detail the visual, taste, smell, hearing and tactile experiences brought by food. In the documentary "A String of Life", there is such a description of "eating sheep's feet":
When eating sheep's feet, it is best to give up the reserve and be a pure person who is carried away by hunger. The taste of skin, the elasticity of tendon, the burnt smell of baking, and the sweetness of halogen. It will make you forget the whole world, and there is only one big bone in your eyes, spinning and jumping, forcing you to tear it off and chew it hard. Then pour out the whole cold beer, and it will be "hiccup ~ comfortable", leaving only a bare bone, so that you can finally be as calm as water.
This passage is fully described by the senses. We can see the "big tendons connecting bones", smell the "burnt incense" and chew the "elasticity of tendons" in our minds. In short, when you see this passage, you can make up the picture of "eating sheep's hoof", and even swallow your saliva involuntarily, and immediately want to rush out, go to the barbecue stall and order some roast sheep's hoof to eat.
The description of sensory details should be as detailed as possible, and the description of how delicious, beautiful and delicious the food is should be incisively and vividly, so as to attract readers to taste it.
For example, when describing "fried dumplings", it is only said that "the skin is crispy and brown, and the filling is salty and light, a little spicy, and delicious" is far from "after the soup penetrates into the skin, the moderate browning really makes the taste more fragrant, and the filling seems to melt, and every time it is chewed, it will overflow fresh juice with a little spicy taste".
The following comparative description of "senses" can make you feel the difference immediately.
Take selling "oranges" in a circle of friends as an example:
Vision: the skin is thin and juicy, and the flesh is delicate. VS When you open an orange, you will see that the pulp is very full, and many outer membranes that wrap the pulp are opened to reveal orange beads. Taste: sweet and refreshing, rich in vitamin C VS, you can taste the sweet and refreshing taste when you put it in your mouth. Eat a few, the lips and teeth are not dry, the throat is moist, and the throat is not itchy. Smell: The air is filled with the fresh aroma of oranges. VS Close your eyes and ask. The aroma of oranges comes to the nose, and the air is full of fresh taste. How about it? Is the detailed description behind it more "pictorial"? Selling oranges in a circle of friends with such a copy can double the sales volume.
It should be noted that when describing the details of "senses", we should be good at using "verbs" to present sensory experience, rather than abusing a bunch of gorgeous adjectives.
In the copy of "eating sheep's hoof" above, verbs are used fully, such as: tear it off in one bite and chew it hard. The verb "tear, chew" can give readers a sense of substitution, as if they are experiencing all this. Describe the scene in detail and bring the reader into the atmosphere of "enjoying food".
There is a passage in the official WeChat account "Gourmet Desk" recommending a kind of "salted duck egg": the duck egg tastes tender and smooth, and the yolk is soft and sandy.
When eating, gently break one side of the duck egg. After opening the mouth the size of a spoon, you can dig and eat.
The spoon leans against the edge of the eggshell and rotates with the trend. After the yolk is dug out, the red oil will flow down the eggshell, not to mention eating more.
This is a typical scene where the reader tells him how to eat. Moreover, it pays great attention to the depiction of details, which makes people feel that eating an ordinary salted duck egg can also have such a "sense of ceremony" and produce a feeling of "I want to try it".
In advertisements, we can also see some examples of goods sold in a "unique way":
There are many ways to "set the scene", such as the collocation of food; When is the best time to eat? Where to eat will be more atmospheric; Even the choice and practice of ingredients in a food can create an atmosphere for readers who are eager to enjoy food.
Take "salted duck eggs" as an example to see what "food collocation" says: salted egg yolk is also a good way to enrich the taste of dishes. Crush egg yolk and fry until cooked, and pour in okra; Or crush the egg yolk and egg white together and stir-fry overnight rice, which is yellow and white, especially good-looking, more delicious than ordinary egg fried rice.
Salted egg yolk and shrimp are also a great match. Heat oil in the pan and fry the shrimp until it is 80% cooked. Add the crushed egg yolk into the shrimp oil cooked by fried shrimp and stir fry slowly. Finally, add fried shrimp. After frying, the whole kitchen will be filled with fragrance.
Duck eggs can be eaten directly as snacks in leisure time. They are rare and enjoyable, but the salinity is just right.
To sum up, when we write food, we can describe the details of food in depth from two aspects: "feeling" and "scenery", so that the written words can be realistic and fascinating, and at the same time, readers can be mobilized to "eat and eat".
Second, use various expressions to describe food.
If you want to write delicious food, "expression technique" is essential. Here are some commonly used "expressions"!
1. Common feeling
Synaesthesia is a rhetorical method, which was initiated by the famous scholar Qian Zhongshu. Also called "empathy". It is a rhetorical device. When describing objective things, people's different feelings, such as hearing, sight, smell, taste and touch, communicate with each other, shift and transform each other, and transfer the words that originally expressed a sense to express b sense, making the image more vivid and novel.
In synaesthesia, color can have temperature, sound can have image, and cold and warm can have weight ... People's hearing, vision, smell, taste, touch and other different senses are intertwined, and we can feel this colorful world together.
When "synaesthesia" is used to describe food, such as taste, visual thinking can be used to write it. Because when the concept of words can produce clear visual images in your mind, it is most likely to impress people.
The following titles are typical examples of using "visual thinking" to describe "taste":
"Magic nougat and onion-scented rice cake, bite off 54 layers in one bite" —— How to eat 9 roses and 15 jasmine in one bite on the gourmet table? "-does the food table feel that writing food with" synaesthesia "immediately makes the text interesting and flexible!
2. Similar
The expression of "analogy" is to "translate" unknown things with familiar things and abstract them into concrete things.
For example, to describe the sweetness of litchi can be said to be 2 degrees sweeter than sugarcane. This analogy can help readers better understand the characteristics of food. When using "analogy", you need to find a reference object, that is, explain or contact new things with what the other person already knows, so it will be much easier to understand.
For example, many people don't know what kind of fruit grapefruit is. At this time, if you are a fruit seller selling grapefruit, how should you describe it? At this time, "analogy" can be used, and the copy is as follows: grapefruit is basically a small grapefruit, shaped like a grape, with a thin skin as soft as a citrus. This description is equivalent to binding the concepts you know (grapefruit, grape and citrus) to arouse the image of grapefruit in people's minds, and then transforming grapefruit into a smaller grape with a thin and soft skin like citrus. Using analogy, readers can quickly understand the characteristics of food and evaluate its value.
Step 3 incarnate
"Food" has its own characteristics like people. At this time, using the rhetorical device of "personification" can make food much more lovely. For example, describing "Xue Meiniang" is harmless, white, fat and lovely, but I also have a "bursting heart"!
For another example, it is described that jujube trees are nourished by water and soil, while being born and ordinary, giving people a sense of indomitable spirit. Put on a red suit, let a treasure, eat it, warm the stomach and nourish the heart, and take a bite, which is crisp and satisfying.
It seems that "food" has the same soul, backbone and personality as people ~
4. Metaphor
Using "figurative sentences" when describing delicious food will make readers feel more intuitive. For example:
The apples on the tree are big and red, like lanterns. My mother's braised pork is delicious! Do you smell it? That fragrance is ten miles farther than osmanthus fragrance! Take this "fruit candy" with you when traveling!
When using metaphor, we should pay attention to the fact that ontology and vehicle should be different things and have something in common.
To sum up, this paper focuses on four expressive techniques: synaesthesia, analogy, personification and contrast. In addition, you can also use comparison and parallelism, and the more techniques, the better. As long as people feel "delicious", it is success.
Finally, knock on the blackboard: when writing delicious food, if you want to make people "have an appetite", you can write a copy from the following two aspects:
Describe the details in depth:
We can describe the details of food from two aspects: "feeling" and "scenery".
Describe the sensory stimulation brought by food in detail: describe the scene in detail through sight, taste, smell, hearing and touch, and bring readers into the atmosphere of "enjoying food": how to eat and match food; When is the best time to eat? Where to eat will be more atmospheric; Even the choice and practice of ingredients in a delicious food.
Use various expressions to describe food:
Use "synaesthesia, analogy, personification and contrast", in addition, you can also use rhetorical devices such as contrast and parallelism. The above skills of writing food copywriting are not difficult, but the most important thing is that copywriting is full of love for food, which is the greatest source of creation, just like copywriting in the kitchen: only food and love can't live up to it.