Visualising Food: Η Επίδραση της Οπτικής Επικοινωνίας στη...

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Ερευνητική Εργασία_ΒΑ of Graphic Design "Στόχος αυτής της εργασίας είναι η ανάλυση του οπτικού μέρους της γαστρονομίας μέσα στα χρόνια μελετώντας αρχικά κάποιες επιλεγμένες εκδόσεις μαγειρικής και στη συνέχεια τη μετάβαση από την κυριαρχία του εντύπου, δηλαδή του βιβλίου ως φυσικό αντικείμενο, στο χώρο του διαδίκτυο με σκοπό να εξεταστεί αν, και αν ναι, με ποιο τρόπο έχει συμβάλει η οπτική επικοινωνία στην ανάπτυξη της βιομηχανίας της γαστρονομίας, και κατ’ επέκταση τα αποτελέσματα αυτής της αλληλεπίδρασης για το χώρο των ανθρώπων της οπτικής επικοινωνίας."

Transcript of Visualising Food: Η Επίδραση της Οπτικής Επικοινωνίας στη...

  • 1visualisingfood

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    GRAPHIC DESIGN

    BA (HONOURS) DEGREE IN GRAPHIC DESIGNMIDDLESEX UNIVERSITY

    VISUALISING FOOD

    9328

    2013 - 2014

    11 2014

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    best-seller 1838 19311939 19551960 1989

    IACP cookbook awardsillustrated/photography awardsdesign awards

    blogssocial media

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    10

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    18202937

    505260

    102104105

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  • 9 , - - . (, , blogs/vlogs, , sites, food packaging, food design, food branding, ). (design) - . , , , , . , , . - . - , , , , -, .

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    - -. best seller , , .

    . - , , - . design food styling .

    . IACP Awards Gourmand Awards. , 1990, , - . IACP Cookbook Awards Gourmand Awards. IACP Awards 1986, Gourmand Awards 1997. IACP Awards , , , , , blogs vlogs (social media), .

    , IACP Illustrated/Photography Award IACP Cookbook Awards. - . - 1990 . , best-sellers. , , - ,

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    , .

    - . - , , , - . - .

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    . . Bringhurst Robert, . (Bringhurst, 2001, . 167). , .

    (social media). - , - , - .

    1485.., - 350.. , - , , - , , .

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    best-seller* TheBostonCooking-SchoolBook

    1896, 4 .

    TheSettlement1901, 2 .

    BetterHomesandGardens:TheNewCookbook 1930, 40 .

    JoyOfCooking 1931, 18 .

    TheAmericanWomansCookbook1939, 8 .

    TheCulinaryArtsInstituteEncyclopedia1948, 2 .

    BettyCrockers:PictureCookbook1950, 65 .

    BetterHomesandGardens:TheJuniorCookbook 1955, 2.6 .

    IHateToCook1960, 3 .

    JuliaChild:MasteringtheArtofFrenchCooking 1961, 1.5 .

    TheNewYorkTimesCookbook1961, 3 .

    WeightWatcherCookbook1966, 1.5 .

    BetterHomesandGardensEat&StaySlim1968, 3.9 .

    TheAmericanHeartAssociationCookbook1973, 3 .

    CrockeryCookery1975, 6 .

    MoosewoodCookbook1977, 3 .

    TheSilverPalate1982, 2.2 .

    TheEnchantedBroccoliForest1982, 1.5 .

    TheFrugalGourmet1984, 1.5 .

    TheNewBasicsCookbook1989, 1.8 .

    IntheKitchenwithRosie:OprahsRecipes 1998, 8 .

    Dr.AtkinsQuick&EasyNewDietCookbook1999, 1.5 .

    Fix-ItandForget-ItCookbook2000, 5 .

    TheSouthBeachDietCookbook2004, 2 .

    TasteofHomeCookbook2006, 2.2 .

    *25 Best-Selling Cookbooks of All Time

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    best-sellers , - 1990 .

    25 best-sellers 25 Best-Selling Cookbooks of All Time thedailymeal.com1 . , - .

    best-seller .

    19 1990, IACP Cookbook Awards, . - , , 1990, IACP Cookbooks Awards.

    , , , , o , . , .

    1 thedailymeal.com , .

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    best seller The Boston Cooking-School Book 1896. 19 , . , -- . -, , , . , - (. 2, 3). , serif (. 3) , (. 1).

    1896-1931

    . 1heBostonCooking-SchoolBook

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    . 2heBostonCooking-SchoolBook

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    . 3heBostonCooking-SchoolBook

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    The Settlement 1901. . (target group) , , settlement . -, . serif , (. 4, 5). - (. 5, 6).

    . 4heSettlement

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    . 5heSettlement

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    . 6heSettlement

    . 7heSettlement

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    , - - (. 8, 9), The Joy of Cooking 1931. (. 10, 11), Better Homes and Gardens: The New Cookbook 1930 (. 12, 13), , (. 14), , - . . -, , , (. 12, 13). , , , , .

    . 8TheJoyofCooking

    . 9TheJoyofCooking

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    . 10TheJoyofCooking

    . 11TheJoyofCooking

    . 12BetterHomesandGardens

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    . 13BetterHomesandGardens

    . 14BetterHomesandGardens

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    1939 1948 The American Housewife Cook-book The Culinary Arts Institute Encyclopedia . . - . - , - , (. 15, 16, 17). , - , . The American Housewife Cookbook housewife . (. 18, 19), Better Homes and Gardens: The New Cookbook, , . The Culinary Arts Institute Encyclopedia , , (. 20), .

    19391955

    . 15TheAmericanHousewifeCookbook

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    . 16TheCulinaryArtsInstituteEncyclopedia

    . 17BetterHomesandGardens

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    . 19BetterHomesandGardens

    . 18TheCulinaryArtsInstituteEncyclopedia

    . 20TheCulinaryArtsInstituteEncyclopedia

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    Betty Crockers2, 1950, Betty Crockers Picture Cookbook , , . . , , - , - 60% -. , (. 21, 26). - . . (. 22, 23) - (. 23, 24, 25) grid, - . serif .

    2 Betty Crockers: - Marjorie Husted 1921 Washburn Crosby Company. Betty , , . Crocker Washburn Crosby Co. 90 Betty Crockers , . , , .

    . 21BettyCrockersPictureCookbook

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    . 22BettyCrockersPictureCookbook

    . 23BettyCrockersPictureCookbook

    . 24BettyCrockersPictureCookbook

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    . 25BettyCrockersPictureCookbook

    . 26BettyCrockersPictureCookbook

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    1955 Better Homes and Gardens The Junior Cookbook, , . , , - display . (. 27, 28, 29, 30) - target group - .

    . 27BetterHomesandGardensTheJuniorCookbook

    . 28BetterHomesandGardensTheJuniorCookbook

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    . 29BetterHomesandGardensTheJuniorCookbook

    . 30BetterHomesandGardensTheJuniorCookbook

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    20 , The Joy of Cooking The Settlement, design, , -. The American Heart Association Cookbook 1973 (. 31) Crockery Cookery, 1975 (. 32).

    19601989

    . 31TheAmericanHeartAssociationCookbook

    . 32CrockeryCookery

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    1960 I Hate to Cook The New York Times Cookbook. , (. 33, 34, 35, 36,). 1961 Julia Child, Mastering the Art of French Cooking, - (. 37, 38, 39), Weight Watcher (. 40, 41) 1966.

    . 33IHatetoCook

    . 34IHatetoCook

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    . 35TheNewYorkTimesCookbook

    . 36TheNewYorkTimesCookbook

    . 37MasteringtheArtofFrenchCooking

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    . 38MasteringtheArtofFrenchCooking

    . 39MasteringtheArtofFrenchCooking

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    . 40WeightWatcher

    . 41WeightWatcher

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    1977 1982 Moosewood Cookbook The Enchanted Broccoli Forest - Mollie Katzen . (. 42, 43), - , (. 44, 45) . floral ornaments , (. 42, 45).

    . 42MoosewoodCookbook

    . 43TheEnchantedBroccoliForest

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    . 44TheEnchantedBroccoliForest

    . 45TheEnchantedBroccoliForest

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    best-sellers The Silver Palate The New Basics Cookbook. Julee Rosso Sheila Lukins. The Silver Palate, (. 46, 47, 48, 49, 50, 51), Mollie Katzen. . , serif , , , (. 46, 47, 48, 49, 50, 51).

    . 46TheSilverPalate

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    . 47TheSilverPalate

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    . 48TheSilverPalate

    . 49TheNewBasicsCookbook

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    . 50TheNewBasicsCookbook

    . 51TheNewBasicsCookbook

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    IACPcookbookawards

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    (Interna-tional Association of Culinary Professionals)3 1986 IACP Cookbook Awards. IACP Cookbook Awards . IACP Cookbook Awards, . -, . 1991 Illustrated/Photography Award. - , , , . , 1995 Illustrated/Photography Award - Design Award . - (, /-, , ) . 2005 Food Photography and Styling Award, food photography/styling .

    3 (Inter-national Association of Culinary Professionals) , . - 1978 , , , - . , 3.000 32 .

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    illustrated/photographyawards

    1991America the Beautiful Cookbook:Authentic Recipes from the United States of America

    America the Beautiful Cookbook: Authentic Recipes from the United States of America Phillip S. Schulz 1990 IACP Awards - Illustrated/Photography Awards , - , - .

    - H. , . (. 52, 53) - , , (. 53, 54). , , , , - , (. 56, 57), best sellers -, .

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    . 52AmericatheBeautifulCookbook

    . 53AmericatheBeautifulCookbook

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    . 54AmericatheBeautifulCookbook

    . 55AmericatheBeautifulCookbook

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    . 56AmericatheBeautifulCookbook

    . 57AmericatheBeautifulCookbook

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    1992Italy: Culinary Journey/1993France: Culinary Journey

    - 1992 1993. , . , , . , America the Beautiful Cookbook: Authentic Recipes from the United States of America. - .

    . 58Ital:CulinaryJourney

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    . 59Ital:CulinaryJourney

    . 60Ital:CulinaryJourney

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    . 61Ital:CulinaryJourney

    . 62Ital:CulinaryJourney

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    . 63Ital:CulinaryJourney

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    designawards

    . 64BobbyFlaysBoldAmericanFood

    1995Bobby Flays Bold American Food:More Than 200 Revolutionary Recipes

    Design Award Bobby Flays Bold American Food: More Than 200 Revolutionary Recipes. pop art. (. 66), , - (. 64, 67) , (. 64, 65) . - serif san serif (. 68). .

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    . 65BobbyFlaysBoldAmericanFood

    . 66BobbyFlaysBoldAmericanFood

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    . 68BobbyFlaysBoldAmericanFood

    . 67BobbyFlaysBoldAmericanFood

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    1997Tukka:Real Australian Food

    1997 , , - Jean-Paul Bruneteau. , , , (. 69), , serif - (. 71, 72) custom display (. 70), .

    . 69Tukka:RealAustralianFood

    . 70Tukka:RealAustralianFood

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    . 71Tukka:RealAustralianFood

    . 72Tukka:RealAustralianFood

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    2001Hot, Sour, Salty, Sweet:A Culinary Journey Through Southeast Asia

    Jeffry Alford Naomi Duguid 2001 2001 - Hot, Sour, Salty, Sweet: A Culinary Journey Through Southeast Asia. , Tukka: Real Australian Food America the Beautiful Cookbook: Authentic Recipes from the United States of America . , , (. 1) .

    , (. 2), (. 3), - serif (. 4). Hot, Sour, Salty, Sweet: A Culinary Journey Through Southeast Asia.

    . 73HotSourSaltySweet

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    . 74HotSourSaltySweet

    . 75HotSourSaltySweet

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    . 76HotSourSaltySweet

    . 77HotSourSaltySweet

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    2002Van Goghs Table at the Auberge Ravoux:Recipes From the Artists Last Home and Paintings of Cafe Life

    Van Gogh Auberge Ravoux . - Van Gogh . - . , Van Gogh Auberge Hotel. Fred Leeman Gogh Alexandra Leaf, chef , Gogh - .

    , , , (. 78, 79). serif (. 80, 81). , (. 81, 82). 2004

    . 78VanGoghsTableattheAubergeRavoux

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    . 79VanGoghsTableattheAubergeRavoux

    . 80VanGoghsTableattheAubergeRavoux

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    . 81VanGoghsTableattheAubergeRavoux

    . 82VanGoghsTableattheAubergeRavoux

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    The Baltazar Cookbook

    The Baltazar Cookbook Design Award - ( Book of Tarts: Form, Function and Flavor at the City Baker - ). -, .

    retro - (. 83). serif . - (. 84, 85). , , , (. 84, 85). - ornaments (. 86).

    2005

    . 83TheBaltazarCookbook

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    . 84TheBaltazarCookbook

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    . 85TheBaltazarCookbook

    . 86TheBaltazarCookbook

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    The Japanese KitchenA Book of Essential Ingredients with 200 Authentic Recipes

    The Japanese Kitchen A Book of Essential Ingredients with 200 Authentic Recipes , , -. Hot, Sour, Salty, Sweet: A Culinary Journey Through Southeast Asia. , , (. 87, 88, 90), . - . san serif slab , (. 87, 89, 91). (. 87, 91, 89).2006

    . 87TheJapaneseKitchen

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    . 88TheJapaneseKitchen

    . 89TheJapaneseKitchen

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    . 90TheJapaneseKitchen

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    . 91TheJapaneseKitchen

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    Fonda San Miguel:Thirty Years Of Food And Art

    2006 -. . San Miguel , , . . , , (. 92, 95, 97). - (. 95, 97). , . serif - san serif (. 96, 97). 2007

    . 92FondaSanMiguel

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    . 93FondaSanMiguel

    . 94FondaSanMiguel

    . 95FondaSanMiguel

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    . 96FondaSanMiguel

    . 97FondaSanMiguel

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    Au Pied de Cochon:The Album

    Au Pied de Cochon: The Album - . . chef Au Pied de Cochon, Martin Picard, (. 98). mixed media Tom Tassel , -. , . - (. 101). , (. 102).

    . 98AuPieddeCochon

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    . 99AuPieddeCochon

    . 100AuPieddeCochon

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    . 101AuPieddeCochon

    . 102AuPieddeCochon

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    2009The Big Fat Duck Cookbook

    , , - . . , . art director , hardcover, . - . . . , mixed-media (. 103 - 106). 70 , . , serif san-serif (. 108, 109), ( ). - coffee-table books.

    . 103TheBigFatDuckCookbook

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    . 104TheBigFatDuckCookbook

    . 105TheBigFatDuckCookbook

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    . 106TheBigFatDuckCookbook

    . 107TheBigFatDuckCookbook

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    . 108TheBigFatDuckCookbook

    . 109TheBigFatDuckCookbook

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    2010Thai Street Food

    2010 IACP Design Award . , backround (. 110) (. 111, 114, 115). . - , (. 112, 113) display (. 111, 112, 114).

    . 110ThaiStreetFood

    . 111ThaiStreetFood

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    . 112ThaiStreetFood

    . 113ThaiStreetFood

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    . 114ThaiStreetFood

    . 115ThaiStreetFood

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    2011:Time and Place in Nordic Cuisine

    brand . - (. 116), (. 117, 118, 120). Design Award Food Photography & Styling Award. black san-serif serif, regular italic (. 121, 122).

    . 116NOMA

    . 117NOMA

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    . 118NOMA

    . 119NOMA

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    . 120NOMA

    . 121NOMA

    . 122NOMA

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    2012Modernist Cuisine

    Modernist Cuisine - . -. . - - . , (. 124, 125), (. 127). - serif , san serif (.125, 126).

    . 123ModernistCuisine

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    . 124ModernistCuisine

    . 125ModernistCuisine

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    . 126ModernistCuisine

    . 127ModernistCuisine

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    2013Too Many Chefs Only One Indian

    , . , (. 128, 129). . san-serif , - display (. 130, 131, 132). (. 129, 133).

    . 128TooManyChefsOnlyOneIndian

    . 129TooManyChefsOnlyOneIndian

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    . 130TooManyChefsOnlyOneIndian

    . 131TooManyChefsOnlyOneIndian

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    . 132TooManyChefsOnlyOneIndian

    . 133TooManyChefsOnlyOneIndian

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    90 - . - sites forums , , . , , . .

    - . internet - , - . , BlogHer.com 2012 1.139 (817 , 322 ) , 89% - . , - .

    . , , , videos , - , brand . -, .

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    1990 -, , (blogs) . , , - blogs . bloggers food blogging . blogs - , , . food bloggers . , , chef - , . , - blogs , , , . . food blogging. - layout , blogs , , site.

    IACP Awards , blogs -, Digital Media Awards 2012 -, blogs sites . , sites.

    IACP Digital Media Awards Photo-Based Culinary Blog iacp.com , blog , . - .

    blogs

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    IACP Awards. Food Photography & Styling Award IACP Awards - 2005 food styling 1980. , Illustrated/Photography Award food stylish . 2005 , blogs social media. -, .

    socialmedia

    (trend) - . - , , blogs facebook twitter.

    . , . . -, social media. , . instagram - 2013 #food hashtags BlogHer.com 30% . , , (lifestyle) - . , .

    food sharing social media foodblogs food porn.

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    , fast food, , food porn - food styling. social media , 20 , .

    - . food porn marketing. - chefs . . - , .

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    , , , . . , - .

    . - , .

    best-seller (, , ) . . - . - 20 . . , , . , . - (brand) , - , Betty Crockers. , , - . . -

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    , - .

    , Betty Crockers, , , . - America the Beautiful Cookbook: Authentic Recipes from the United States of America Tukka: Real Australian Food .

    . - brand . - , , IACP Design Award Food Photography & Styling Award. . .

    , - . Van Goghs Table at the Auberge Ravoux: Recipes From the Artists Last Home and Paintings of Cafe Life Fonda San Miguel: Thirty Years Of Food And Art .

    . - . -, , .

    , , . ,

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    /. . - , , food styling 90 . - . - .

    , , , 2010, 30% 2005. 2011 , , 2012 , e-cookbooks 9% 22%. - 20 , . Publishers Weekly 2012 (hardcovers) -, ( 49% 42%) (-, e-book). - coffee-table book. , , . . .

    - , , -

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    , . , - . , , , , . 2010 - .

    - . , e-books, . , blogs , social media, .

    - - , . , , - blogs. blogs, bloggers .

    food porn - . , , , , - .

    , . social media -

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    , . , , (lifestyle) : lifestyle lifestyle social media social media -. , , - social media , . - . .

    . - - e-books. , The Big Fat Duck Cookbook Too Many Chiefs Only One Indian The Modernist Cuisine . - -chef. - , . , , , , The Big Fat Duck Cookbook - IACP Design Award. , .

    Roger Tagholm Publishing Perspectives e-cookbooks -.

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    2012, 22% 9% 2011, publishersweekly.com . e-books -, , , blogs, , , , .

    , , . - , . - 13 .. . , - . . .

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    , , .

    - , - . 18 - --: .

    (blog) . , , - (comments) .

    bestseller , - - . .

    foodphotography - . - - - , , - . .

    foodporn - , , - , - - . Frederick Kaufman - food photography -, .

    foodstyling - - . food stylists - .

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    forum

    -

    site.

    -

    - forum

    .

    hashtag

    (tweets)

    twitter. -

    # / .

    #food.

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    -, . ., (2008), .: .

    , ., (2002), . : .

    , ., (2008), . : ( ).

    , (2006), Art Cuisine . : .

    RAYMAN, M., (2010), The Trend Forecasters Handbook. London:Laurence King.

    BENDERSKY, A., (2013), Food & Art Styling Ideas. Minneapolis:Rockport Publishers.

    , ., (2008), . Cogito. 08. (6) . 104-109.

    BENEATH THE COVER, (2007) Cookbooks. [ONLINE] 2007. : http://www.beneaththecover.com/2007/05/21/cookbooks. [ 15 2013]

    BLOGHER, (2012) Foodfacts 2012: A Blogher Study. [ONLINE] 2012. : http://www.blogher.com/food-facts-2012-blogherstudy?page=full. [ 10 2013]

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    BRITANNICA, (2014) Cookbook. [ONLINE] 2014. : http://www.britannica.com/EBchecked/topic/136079/cookbook#ref=ref26264 [ 22 ]

    CHOW, (2010) The Future of Cookbook Publishing. [ONLINE] 2010. : http://www.chow.com/food-news/55425/the-future-ofcookbook-publishing/ [ 13 2013]

    DIGITAL BLOND, (2013) Why Do People Share Food Photographs Via Social Media Channels?. [ONLINE] 2013 : http://www.slideshare.net/karenfewell/the-psychologyof-sharing-food-via-social-networks [ 12 2013]

    EAT YOUR BOOKS, (2013) What Do 2012s Best Selling Cookbooks Tell Us About Food Trends. [ONLINE] 2012 : http://www.eatyourbooks.com/blog/2013/4/2/whatdo-2012%27s-best-selling-cookbooks-tell-us-about-food-trends [ 12 2013]

    PUBLISHERS WEEKLY, (2013) The Bestselling Cookbooks of 2012.[ONLINE] 2013 : http://www.publishersweekly.com/pw/by-topic/industrynews/cook-ing/index.html [ 17 2013]

    PUBLISHING PERSPECTIVES, (2010) Whats Cookin in Cookbooks?China, Latin America and Digital. [ONLINE] 2012 : http://publishingperspectives.com/2012/02/whatscookin-in-cook-books-china-latin-america-and-digital/ [ 10 2013]

    SMARTBLOG, (2013) Food Blogging and the Internet: Some Statistic. [ONLINE] 2012 : http://smartblogs.com/food-and-beverage/2012/06/21/bloghers-food-facts-2012-draft/ [ 8 ]

    THE DAILY MEAL, (2011) 25 Best-Selling Cookbooks of All Time. [ONLINE] 2011 : http://www.thedailymeal.com/25-best-sellingcookbooks-all-time [ 28 2013]

    THE INDEPENDENT, (2012) Sweet Taste of Sales Success: Why areCookbooks Selling Better Than Ever. [ONLINE] 2012 : http://www.independent.co.uk/life-style/food-anddrink/features/sweet-taste-of-sales-success-why-are-cookbooks-sellingbetter-than-ever-8113937.html [ 12 ]

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    ( .) .

    .

    (case study) . best selling IACP Awards.

    .

    . . .

    . - .

    17/11/2013

    19/11/2013

    25/11/2013

    30/11/2013

    02/12/2013

    14/12/2013

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    19/11/2013 . .

    09/01/2014 . - .

    . .

    13/01/2014

    18/01/2014 .

    . - .

    21/01/2014

    .25/01/2014

    . .27/01/2014

    . .

    29/01/2014

    B.A. , .

    10/02/2014

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