After reading the chapter on Aesthetic and Nonaesthetic Senses from Making Sense of Taste, I started searching for sources with other perspectives on taste as a gustatory sense versus aesthetic Taste. I came across a TED video in which two entrepreneurs detail their adventures of using clever food preparation tricks to deceive the senses. The chefs go two different ways in their experiments using unconventional ingredients: they make food that tastes completely strange yet looks like a normal dish, and they craft food that looks and tastes normal when in reality it is composed of entirely unusual ingredients. I immediately connected this with the reading – it subtly addresses two key propositions made by the author: that taste is considered a ‘lesser’ sense, and that Taste and taste are interrelated.

The reading claims that taste is paid less attention than the other senses, and the TED talk provides evidence that this may be true. The people who taste the food engineered to look like barbecue sauce (but in reality are eating hay and crabapple – see 9:02) don’t question the taste. This hints at the sense of taste being dominated by the senses of vision, smell, and touch. When the other senses are adequately manipulated, expectations and actual perceptions of taste inevitably follow suit in a sort of placebo effect.

Additionally, before deciding that their target market was deceiving taste, the chefs were essentially making art out of food. They created edible pictures that tasted like the food shown, and performed all manner of crazy preparation techniques to produce peculiar looking food. They were again tying in taste with Taste here: the artistic visual representation of the food played to customers’ Taste and ultimately heavily influenced their taste.

As a result of their trials, the chefs at the restaurant, along with their customers, have a conception that playing with taste senses is an art form. This suggests they have a respect for the beauty of the process and the result – a Taste for taste.

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