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Informationen zum Autor DELORES CUSTER has been a freelance food stylist and culinary educator since 1978. Today she styles for magazines and cookbook publishers, and in print advertising, public relations, television, and feature films. She has taught courses in Professional Food Styling, Recipe Writing, and Food Demonstration Techniques for Television at New York University, The Culinary Institute of America, The Institute of Culinary Education, and culinary schools around the world. Her food clients include Kraft Foods, General Mills, Unilever, Campbell Soup Company, ConAgra, Nestlé, Häagen-Dazs®, Red Lobster, Subway, Cuisinart, Bacardi, and Budweiser. Her website is delorescuster.com. Klappentext FOOD STYLING BEHIND EVERY mouthwatering image of food is a dedicated food stylist whose job it is to consider, plan, and perfect every detail from the curve of an apple stem to the fan of a shrimp tail. In Food Styling , master stylist Delores Custer presents the definitive reference in the field--complete with detailed information on essential tools and useful equipment, step-by-step guidance on achieving the perfect shot, and a wealth of tried-and-true techniques for everything from voluminous frostings to mile-high sandwiches. Based on her thirty years of experience styling for advertising, magazines, books, television, and film, Custer shares her expert guidance on how to achieve stunning visual perfection for all media. Zusammenfassung Food Styling is the first serious book on the subject of food styling for specific media: editorial! advertorial! public relations! marketing! advertising! packaging! and television and film production. Inhaltsverzeichnis Acknowledgments xi Introduction xv The Basics of Food Styling 1 Food Styling: An Overview 3 From Home Economist to Food Stylist: 1 History 4 The Smorgasbord of Food Styling 5 What is Food Styling? 7 Anatomy of 1 Food Styling Assignment 7 First Steps: Finding the Food and Props and Selecting Equipment 7 Preparing the Food 8 Arranging the Food 8 Keeping the Food Beautiful and Adding Final Touches 8 Is Food Styling For You? 8 The Attributes of 1 Good Food Stylist 9 Education, Formal and Informal 14 Work Experience: Versatility Helps 15 Business Ethics: to Enhance, Stretch, Or Cheat? 16 As the Photographer Sees It 17 Shooting Food We Don't Endorse, and Other Ethical Conflicts 17 2 the Medium is Everything Assignments For Public Relations Firms 24 Working For Marketing Firms 25 Working With Advertising Assignments 26 Food Styling For Product-packaging Photography 26 Food Styling For Catalogs 27 Opportunities Via the Internet 28 Food Opportunities In Television 28 Food At the Movies 30 3 Your Food Styling Teammates 31 Who Hires Food Stylists? 32 Who Will You Work With? 32 Television and Film Production Crews 33 The Job: From Getting the Call to Invoicing 4 You Got the Job! Now What? 37 Setting 1 Schedule and Keeping Records 38 Gathering Assignment Details 38 Bidding and Budgeting For the Job 41 Your Fees 42 Hiring Assistants 42 Food Expenses: Everything But the Kitchen Sink 42 5 Prepping the Assignment 45 Starting Off: the Job Folder 46 How to Read Recipes, Layouts, Storyboards, and Scripts 47 Decoding Recipes 47 Visualizing Layouts 50 Reading Storyboards 50 Breaking Down Scripts 51 Brainstorming At the Preproduction Meeting 51 Getting It Together: Gathering Food, Equipment, and Props 53 Shooting On Location: Hidden Details 57 Planning For Foreign Locations 58 6 At the Shoot 59 Arriving a...
