From Advertising to Reality: A Visual Analysis of Fast-Food Products and Their Impact on Consumer Perceptions
Session
Integrated Design
Description
Fast food restaurant chains place great emphasis on presenting their products in advertisements through highly visually appealing images. However, there is an ongoing concern regarding the mismatch between the product shown in advertisements and the one that consumers actually receive. This study aims to identify the visual differences between the advertised product and the real one, as well as to analyze the impact of these discrepancies on consumer perception, brand credibility, and purchasing behavior. A comparative method and visual analysis were applied; statistical data were collected through questionnaires distributed across local and international fast-food chains. A total of 200 questionnaires were gathered from high school students, as this age group consumes such products the most. The results indicate that there are significant differences between the real products and those presented in advertisements, which directly influence consumer perception. The study provides an overview of fast-food products, the credibility of their visual representation in marketing, and suggests important implications for brand strategies.
Keywords:
Brand credibility, Consumer perception, Fast-food, Visual advertising, Visual comparison
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-982-41-2
Location
UBT Lipjan, Kosovo
Start Date
25-10-2025 9:00 AM
End Date
26-10-2025 6:00 PM
DOI
10.33107/ubt-ic.2025.203
Recommended Citation
Shllaku, Kaltrina Veselaj; Shllaku, Visar; and Hoxha, Arberesha, "From Advertising to Reality: A Visual Analysis of Fast-Food Products and Their Impact on Consumer Perceptions" (2025). UBT International Conference. 16.
https://knowledgecenter.ubt-uni.net/conference/2025UBTIC/ID/16
From Advertising to Reality: A Visual Analysis of Fast-Food Products and Their Impact on Consumer Perceptions
UBT Lipjan, Kosovo
Fast food restaurant chains place great emphasis on presenting their products in advertisements through highly visually appealing images. However, there is an ongoing concern regarding the mismatch between the product shown in advertisements and the one that consumers actually receive. This study aims to identify the visual differences between the advertised product and the real one, as well as to analyze the impact of these discrepancies on consumer perception, brand credibility, and purchasing behavior. A comparative method and visual analysis were applied; statistical data were collected through questionnaires distributed across local and international fast-food chains. A total of 200 questionnaires were gathered from high school students, as this age group consumes such products the most. The results indicate that there are significant differences between the real products and those presented in advertisements, which directly influence consumer perception. The study provides an overview of fast-food products, the credibility of their visual representation in marketing, and suggests important implications for brand strategies.