This McDonalds advert holds a picture of a baking potato in a McDonalds fries packet. With the slogan ‘the story of our fries. [End of story] ’. Also information in small at the bottom.
The picture of the potato in the fries packet is very eye catching and strong. As it is saying that the fries from McDonalds are made from just potatoes and nothing unhealthy. This can make the audience believe McDonalds is true and trustworthy as the advert is simple and holds most the attention on the image.
The slogan is simple as well and is very short which people can remember easily. This slogan is indicating there is no story to making the chips and there simply just made from potatoes. This is very strong as it doesn’t explain much about the advert and leaves people thinking about what it means and saying to the audience.
The advert is very simple and can be seen as a strong advert towards McDonalds. This is because it only holds a picture and a slogan with a lot of blank space. This could be because most people would just flick past this so it needs to be short and simple to keep them attracted to the advert. The target audience for this advert could range to any age and could be aiming for people who eat healthier so by indicating that there just made from potato could bring in a wider range of consumers. I think this is a very good advert as it has a strong meaning towards McDonalds fries and could be seen as a trustworthy advert compared to other McDonalds adverts.
Mc Donald’s are a very famous fast food restaurant, which use specific techniques when advertising to catch the audience’s attention.
The target audience for this advert I feel would be most ages as McDonalds attracts a wide range of people and this advert isn’t directly advertised for a particular audience.
The advert I am deconstructing is advertising the McChicken Premier. This advert uses a basic but very clear technique to try and get people to buy the McChicken premier.
This advert is very plain and dull although this sounds like a bad technique of advertising I think that this works the best for McDonalds because it makes the colourful image stand out from the page and draw the reader into looking at the burger. The white background also represents purity and cleanliness this creates the reader to identify McDonalds as being a clean and healthy place which also gains the audiences trust in the food.
The main text is “As we only use breast fillets, no two McChicken premieres are ever the same” this statement fully attempts to create the audience to feel that each mc chicken that they will buy from McDonalds will give different tastes. The word “ever” is powerful in this text as it makes the reader feel that the sandwich is unique and exclusive. The text is in capital letters to make it stand out amongst the white background it is also in modern font to create McDonalds to seem modern and classy. The grey colour of the font works well with the colour of the background. I think this because if the text was black it wouldn’t create as much of a classy feeling and would draw the readers attention to the text first instead of the burger.
The small sign in the bottom right hand corner is of the McDonalds sign I think that the smallness of the logo signifies that they have a very high status in the food industry and many people will automatically know that it is McDonalds advertising even if the logo is small.
The main image is of the mc chicken burger. The top of the burger is off so that the audience can see the breast of fillet this is so the audience can see what the inside of the burger looks like which therefore makes the burger very presentable. This picture works really effectively as the picture immediately stands out from the white background as it is the only colour in the advert (apart from the McDonalds sign). The picture of the burger creates the audience to feel hungry and therefore wants to go to McDonalds and try the burger.
The short and simple technique that McDonalds use is a potent technique as it catches reader’s attention as it is not to busy and messy instead it is clear and powerful. By using this technique when people are flicking through a magazine they automatically look at the advert as the white background would stand out from the rest of the magazine and they then may start to build up an appetite.i
The advert I am analyising is advertising McDonalds ‘What’s In The Box Scratchcard” and was aired on TV in the UK in 2006. The advert starts off with a pretty, young woman dancing in a club with her friends and we are shown clips of a man in a suit watching her. He is standing with his friends but soon begins to dance over to her, however he gets too close to her and it is clear that he can’t dance very well. She turns around and says to him “Seriously, chuff off will ya” so he dances away. Then a male voiceover says: “For some things you’ve got no chance, but at McDonalds, you’ve got every chance. A prize can be won on every ‘What’s In the Box Scratchcard’, just scratch and match to win brilliant Sony gear or food prizes. You could even win a Big Mac.” Whilst the voiceover is talking, we are seen shots of the prizes that could be won and shots of the man walking out of McDonalds with a Big Mac. The McDonalds logo is then shown on screen with the words ‘I’m lovin it” and the recognisable tune that goes with it. The advert is cleverly made because at first the audience isn’t sure what is being advertised, so once they hear the 80’s song, Poison Arrow by ABC, they will look up at the TV and see the club scene and the young woman and man and want to know what happens next and what is being advertised. This is a good technique as it catches the audiences’ attention and hooks them in. The young woman is wearing simple modern clothes; a white top and short jeans and the man is wearing a dark suit. Her clothes suit the club scene however he looks a bit out of place already so you can tell that there is a difference between them instantly. The narrative links to what the voiceover says because it illustrates that although he had no chance with her, he has every chance of winning something good at McDonalds. By offering the audience chances to win something, it is a promoting ploy to gain more customers because they will think there’s more in it for them. This is backed up by the advert when photos of things such as flatscreen TV’s and digital cameras. The camera shots used in the club scene are generally medium shots so that the facial expressions as well as the dancing can be seen by the viewer. However, when advertising the prizes, they are shown on black backgrounds to make them stand out and seem more special and the camera zooms in on them. This advert is different from their other adverts in that it doesn’t sho many clips of people eating different McDonalds meals, it focusses mainly on the narrative of the club scene and the prizes that can be won. This is because McDonalds are already well-known and now need to keep their consumers interested and create brand loyalty, so by offering incentives to go there, they have more chance of doing that.
This advert looks at the new McDonald’s Legend burger. It involves a man and woman getting their McDonalds meals and the woman talking with a deep/manly voice about how good it is.
The advert can appeal to a variety of audiences because it uses humour how drastic her voice is to what we expect. In using comedy, this can capture the audience to want to watch it several times. Then to continue the advertisement, there is a strong descriptive speech given on how good this advert tastes. This may make mouths water and stomaches rumble for the audience to want this delicious burger in front of them.
It may also prove to be a good advert because it shows the audience what they are buying before they buy it. They show the burger several times to ensure the image of it stays in the mind of those watching. It can also make the audience hungry with the look of food and what better to eat than the McDonalds Legend!
Another thing that may appeal to an audience is the setting. In keeping it in a car, in the rain, it may appeal to those who can relate to times where they sit in the car eating their McDonalds drive-thru meals. It also keeps the advert realistic as everything remains normal appart from her voice.
The advert ends with the trademark slogan/jingle; ‘I’m loving it.’ This makes it clear where the audience can get it from as it is memorable and appeals to various ages because its been around for a long time supporting coke.
Mcdonalds Anaylsis- ‘The Story of Our Fries. (End of Story)’
"First, we take the potatoes. (The Russet Burbank, Shepody and Pentland Dell are the only varieties we use because they're the perfect shape and especially good for frying.) We peel them, slice them, fry them and that’s it. This simple process might not make for a very long story, but it certainly makes for irresistibly long fries".
In November 2003 McDonalds released this advert. The advert connotes that the fries are all natural. This is said by stating the three simple steps that are taken to achieve the final fries. McDonalds states that the only processes that happen to the fries are; peeling them, slicing them and frying them. These simple steps show the audience that these fries are made simply, easily and naturally, like anyone who was to cook potatoes at home. Stating which specific potatoes they use show the audience that McDonalds would only use tried and tested potatoes and would only give their customers the highest quality potato. This could also be shown to make their company look better than other fast food restaurants that may not go through this process to ensure a high quality product is delivered to their customers.
Although the word ‘fry’ may not appeal to many people McDonalds have compensated for this by the use of a potato in the McDonalds fries packet. This is because McDonalds feels telling the customers the truth is an important part of connecting with its audience. The use of a potato helps to make the use of a bad un-natural way of cooking look good by using such a natural product.
Many parents fear that giving their children McDonalds makes them bad parents because of all the un-natural ingredients used to make them. McDonalds have tried to reassure these parents by the use of the natural potato and the simple process used to cook these potatoes. This point has also been emphasised by using a natural colour for the background.
The slogan has been typed in capital letters to emphasise their point of the advert and to stand out to the audience. The advert is plain and simple but the interesting use of the potato in the McDonalds fries packet catches the audiences’ eye.
Although McDonalds intensions were good in producing this advert many people complained about the advert. The audience felt McDonalds were misleading the audience because they did not state every step that the potatoes went through before they were served to the audience. One member of the public objected that the fries were flash fried in beef tallow, frozen while partially cooked, flown around the world and then re-deep fried while the Food Commission objected that significant amounts of salt were added, which had health implications. McDonalds objected to these complaints stating that most froes were frozen in a similar process and salt was only added just before the fries were served. They also stated that McDonald’s fries are available without salt if the customer gives a special request to the cashier in McDonalds. The conclusion of this was:
‘Because material parts of that process were omitted from the advertisement, the Authority concluded that the advertisement was misleading and told the advertisers not to repeat the approach.’ http://asab.org.uk/asa/adjudications/non_broadcast/Adjudication+Details.htm?Adjudication_id=37010
The McDonalds advert I chose to look at was called ‘Korean McDonalds’. It is set in a taxicab in Korea, and sees two men, one substantially larger than the other man. The larger of the two men has fallen asleep on the smaller mans shoulder whilst still holding a packet of McDonalds fries. The smaller guy looks at the fires intently and decides to take a chance and grab some before he wakes up. He tries but hesitates for a second and once finally succeeds in taking one the taxicab comes to an sudden halt causing the large mad to spill all his fries and then wake up. He sees the man seated next to him with the fries in his hand and comes to the assumption he must of eaten all of them, and gets angry. Then the line reads ‘Don’t be risky with your life, French fries only cost w500 at McDonalds’
The simply message behind this is that fries are one of life tasty treats and they really don’t cost much. The usage of a bigger guy against a smaller guy shows the risk of the challenge of stealing he’s food. The way the situation is portrayed tries to show us that everyone likes McDonalds. The way it shows that its obvious that if he gets caught the larger man will take some action against the small guy who steals his food, this is what it means by don’t take that risk if u can afford this cheap price anyway.
Even though this isn’t an English advert it shows the same effect an English one would. It uses comedy and advertising techniques to get the product and company noticed.
The advert begins in a nightclub with a modernly dressed, blonde woman dancing sexily. She looks like she is haivng fun. By doing this it will appeal to the male audience as well as the women as they will recognise the scene.
The audience is not told what the advert is for as it goes straight into the dancing therefore allowing them to want to watch on to find out. The 80's pop song ABC by Posion Arrow will grab the attention of the viewer which will in turn mean they carry on watching the advert.
In contrast with the sexy, well groomed female there is the suited male who can not dance yet is not afraid to try. This will be a situation many viewers will recognise as he could resemble the drunk uncle dancing at the wedding. It can also be seen from the female viewers as they may notice the situation as something that happened to them. The familiarity may want them to watch on.
The woman tells the man to "Chuff off". Her accent is common and one the audience will recognise so feel like the model isn't any better than them. By using a catchphrase, which is what it later became, means the advert will stick in the minds of it's audience and will repeated therefore the news of McDonalds will be spread by word of mouth which is an effective, fast and cheap method of advertising.
A masculine friendly voiceover is heard advertising the items that can be won by these scratchcards. By using this type of voice it makes the audience feel safe as if it was a tough rough voice the audience may be put off.
We then hear "For some things you've got no chance but at McDonalds you've got every chance". This appeals to the audience as it's common for everyone to want to win. Here they are advertising over products instead of just there food. McDonalds can afford to do this as they are a big brand anyway who are well-known. It's as if they are giving the audience yet another reason to come to the take out service.
At the end of the advert the infamous McDonalds logo appears on the screen. By only putting it in the end it demonstrates that the company is very well known therefore didn't need to include in till last. The catchy tune is played once again continuing the feeling of familiarity.
The advert I have chosen to analyse is available at: http://www.mcdonalds.co.uk/?f=y
McDonalds is a well-known and popular fast food chain operating on a global scale. They opened their first UK restaurant in 1974, and have acquired such success that 2.5million people eat at a UK McDonalds every day. Part of their mission statement includes “providing customers with food of a high standard, quick service and value for money”.
This is a relatively simple advert in terms of text; the only writing included reads “The chicken legend has arrived” which immediately informs the audience about the product being advertised. It also appears in a bold font and in capitals, which means it gains consumer attention straightaway. This is further achieved through positing, as the text appears at the top of the advert, where it is easily noticeable. The connotations of the word “legend” help to promote the product as this implies that the food is iconic and well known and also suggests that the Chicken Legend will be a popular meal due to its “legendary” status. This statement could be considered as adding humour to the advert as it conveys that the product is legendary despite it being a new addition to the McDonalds menu.
The sole image in this advert is of the product being advertised, the Chicken Legend. By opting to only use one picture, this means that the audience’s attention will be focused on the product being advertised. It also links with the text that appears above the image as both are simple. The product is further promoted to the audience through the use of arrows pointing to various ingredients in the Chicken Legend, as these serve to highlight individual elements of the food.
This advertisement does not appear to have a specified audience. This is a successful technique because it means the advert appeals to a wide target marker, which in turn should help to make the campaign more effective. In turn, this should help to maximise sales of the Chicken Legend and therefore fulfil the primary aim of the advert.
I decided to analyse the quality changes advert. None of the KFC, McDonalds or Burger King adverts ever interest me. But I chose this advert, because I think this is one of the more productive adverts McDonalds have ever come up with. Instead of just advertising their fast food. They advertised people enjoying the food, and the changes that they are doing for people that have either protested about, or complained about. This advert appeals to all ages, male and female, and people of all ethnic origin. The advert lasts for just 30 seconds, however they manage to fit in a lot. At the beginning, a manager of a McDonalds Restaurant, named Kevin Ralph starts, by talk to the camera, talking to you, instead of flaunting their food, he says that they’ve made changes to suit the customers. Throughout the advert he shows what they’ve changed and he also states some facts, as earlier on that year there had been many rumour going on about their food and what they put in it. He talks to the camera, in an understanding way, and puts rumour straight. He shows that now children can swap fries for a healthier option, either a bag of carrot sticks or fruit. He states that the only thing in their chicken nuggets is chicken, and it’s 100% beef in their beef burgers. I think that parents would be a bit more pleased with this advert, advertising fruit and vegetables instead of greasy fast food. They show the children enjoying the healthier option of their food. In this advert they used bright, bold colours against white simple foods. Their restaurant looks clean, and everyone in the advert seems to be enjoying him or herself.
The McDonalds advert I chose to deconstruct was the ‘McDonald's Chicken Legend Surprising Voice’ moving image advertisement (for television). The 30-second advert was released in 2007.
The advert shows a young male and female couple in a car, with a meal that they have just bought from McDonalds. The man asks the women what she has bought and the women replies in a voice that has been dubbed over by a man, in a cinematic style voice instead of a sweet feminine voice that you would expect to hear coming from a women. This could signify that the product she is eating is quite surprising like the voice that the audience would not have suspected coming from the women.
The voice that they have dubbed into the advert is very attention grabbing. As it spoken in a very cinematic style (like a narrator would speak for a film advert) it may encourage people to carry on watching the advert if they have only tuned in watching the advert for a short while, as they may be intrigued to see if it is a moving image advert for a film.
I feel that the target audience for the advert would probably be a very wide audience of mostly all age groups. It will appeal to children and teenagers because of the humour behind the females surprising male’s bassy voice. The advert will also appeal to couples as they can relate to the couple in the advert. Finally, like children and teenagers, many older viewers of the advert may also find it appealing because of the humour.
The advert uses mostly medium shots for the advert.
At the near end of the advert the female says ‘A Legend Is Born’, this is the kind of thing that you would expect to hear on a trailer for a film, and obviously this is the kind of angle that McDonalds want to go for. This statement also relates directly to the product name ‘The Chicken Legend’.
The McDonalds advert I have chosen to analyse is for their new spicy range. The advert starts off with a man sat in his office with his McDonalds burger in front of him. As he opens the box 5 men with instruments slide into the shot. They are a mariachi band, which originates from Mexico. This helps the audience relate to the new range of spicy food, as Mexican food is associated with peppers, chillies and spices. This advert was released at the end of 2007.
The men in the advert are dressed in red and yellow. This is traditional McDonalds colours and makes it easy to identify the product even thought it is obvious by the food on the table that it is a McDonalds advert. As the man bites into his burger the band start playing behind him. It shows a long shot so we can see all 5 band members and the office man in one shot. As he chews he changes his expression as if he is enjoying the product. When he swallows they stop playing. At this point the man acknowledges that the band are actually behind him by glancing over his shoulder with his eyes, the camera cuts to a close up shot of him going to take another bite into his burger. As the music is playing the middle band member comments that the meal is spicy. This gives the audience more information about what is being advertised.
The advert shows some humour, just as the man goes to bite into his burger again they start to play again, so he reclines without a bite. This continues for 2 more attempts at biting the burger. The last attempt the man smiles as if he is enjoying teasing the band members, at the 4th attempt he bites into his burger and the music plays fully again. This then jumps to a close up of a spicy burger, it then pans across to the spicy chicken wrap and zooms out so the audience can see the full range including potato wedges and a dip. The music is being spoken over while the information about the McDonalds products is being presented to the audience. There is writing across the bottom during all of this stating that he offers is from 10:30am, at limited restaurants and at limited time. As this part ends it cuts back to the man in the office and the music stops. He know fully acknowledges that the band are there by turning round fully and smiling at which the middle band member smiles back. The screen then goes red and the McDonalds M appears with the traditional whistle followed by the caption ‘I’m lovin’ it’
For this task I have been asked to analyse a McDonald’s advertisement. I have selected to the advert titled “Quality Changes (Kevin Ralph)” which has been recently released at the end of 2007. This advert includes a UK McDonald’s employee telling a real story”. The story that he is telling is that McDonald’s can also be healthy giving the choice between different foods.
The advert starts off with the Actor (Kevin Ralph) being introduced by a subtitle along the bottom. This lets the audience know that he is McDonald employee. During the duration of the advert the actor is telling the audience facts about McDonald food. Reasons for this are that a lot of questions have been asked about the ingredients in their food. So by doing this advert it is a way of trying to convince the public that only use the best and healthiest ingredients available to them. This will help them gain new customers or bring back the ones that have left due to the reason above.
Different products that have are being talked about are being shown at the same point being consumed in a friendly and happy environment. This is a good selling technique as it shows the audience that McDonalds is a nice environment to place yourself in and by going there you will not become stressed, angry, treated unfairly nor disrespected. A fainted theme tune as been added underneath the actor to bring the advert alive with its fast flow beat.
The advert finishes with its traditional logo and slogan appearing. This has become traditional to be shown at the end of adverts to ensure the public of what product/brand is being promoted. Also when appearing the recognisable theme tune music of McDonalds is placed so that others around will be able to know what is being advertised. By having these certain advertising techniques the adverts become unique and powerful. The reason why they are powerful is that is becomes recognisable where ever it is seen and catches attention.
This advert has a wide target audience from 16+ years and above due to it being more factual than persuasive. That would be the reason for it not being target to younger people due to be not being persuasive and its promoting facts about McDonald’s healthy products which will not appeal to the younger generation.
You can watch the advert on this link http://www.youtube.com/watch?v=8AbOUjFLOkQ
13 comments:
McDonalds Advert
This McDonalds advert holds a picture of a baking potato in a McDonalds fries packet. With the slogan ‘the story of our fries. [End of story] ’. Also information in small at the bottom.
The picture of the potato in the fries packet is very eye catching and strong. As it is saying that the fries from McDonalds are made from just potatoes and nothing unhealthy. This can make the audience believe McDonalds is true and trustworthy as the advert is simple and holds most the attention on the image.
The slogan is simple as well and is very short which people can remember easily. This slogan is indicating there is no story to making the chips and there simply just made from potatoes. This is very strong as it doesn’t explain much about the advert and leaves people thinking about what it means and saying to the audience.
The advert is very simple and can be seen as a strong advert towards McDonalds. This is because it only holds a picture and a slogan with a lot of blank space. This could be because most people would just flick past this so it needs to be short and simple to keep them attracted to the advert. The target audience for this advert could range to any age and could be aiming for people who eat healthier so by indicating that there just made from potato could bring in a wider range of consumers. I think this is a very good advert as it has a strong meaning towards McDonalds fries and could be seen as a trustworthy advert compared to other McDonalds adverts.
Mc Donald’s are a very famous fast food restaurant, which use specific techniques when advertising to catch the audience’s attention.
The target audience for this advert I feel would be most ages as McDonalds attracts a wide range of people and this advert isn’t directly advertised for a particular audience.
The advert I am deconstructing is advertising the McChicken Premier. This advert uses a basic but very clear technique to try and get people to buy the McChicken premier.
This advert is very plain and dull although this sounds like a bad technique of advertising I think that this works the best for McDonalds because it makes the colourful image stand out from the page and draw the reader into looking at the burger. The white background also represents purity and cleanliness this creates the reader to identify McDonalds as being a clean and healthy place which also gains the audiences trust in the food.
The main text is “As we only use breast fillets, no two McChicken premieres are ever the same” this statement fully attempts to create the audience to feel that each mc chicken that they will buy from McDonalds will give different tastes. The word “ever” is powerful in this text as it makes the reader feel that the sandwich is unique and exclusive. The text is in capital letters to make it stand out amongst the white background it is also in modern font to create McDonalds to seem modern and classy. The grey colour of the font works well with the colour of the background. I think this because if the text was black it wouldn’t create as much of a classy feeling and would draw the readers attention to the text first instead of the burger.
The small sign in the bottom right hand corner is of the McDonalds sign I think that the smallness of the logo signifies that they have a very high status in the food industry and many people will automatically know that it is McDonalds advertising even if the logo is small.
The main image is of the mc chicken burger. The top of the burger is off so that the audience can see the breast of fillet this is so the audience can see what the inside of the burger looks like which therefore makes the burger very presentable. This picture works really effectively as the picture immediately stands out from the white background as it is the only colour in the advert (apart from the McDonalds sign). The picture of the burger creates the audience to feel hungry and therefore wants to go to McDonalds and try the burger.
The short and simple technique that McDonalds use is a potent technique as it catches reader’s attention as it is not to busy and messy instead it is clear and powerful. By using this technique when people are flicking through a magazine they automatically look at the advert as the white background would stand out from the rest of the magazine and they then may start to build up an appetite.i
The advert I am analyising is advertising McDonalds ‘What’s In The Box Scratchcard” and was aired on TV in the UK in 2006. The advert starts off with a pretty, young woman dancing in a club with her friends and we are shown clips of a man in a suit watching her. He is standing with his friends but soon begins to dance over to her, however he gets too close to her and it is clear that he can’t dance very well. She turns around and says to him “Seriously, chuff off will ya” so he dances away. Then a male voiceover says:
“For some things you’ve got no chance, but at McDonalds, you’ve got every chance. A prize can be won on every ‘What’s In the Box Scratchcard’, just scratch and match to win brilliant Sony gear or food prizes. You could even win a Big Mac.”
Whilst the voiceover is talking, we are seen shots of the prizes that could be won and shots of the man walking out of McDonalds with a Big Mac. The McDonalds logo is then shown on screen with the words ‘I’m lovin it” and the recognisable tune that goes with it.
The advert is cleverly made because at first the audience isn’t sure what is being advertised, so once they hear the 80’s song, Poison Arrow by ABC, they will look up at the TV and see the club scene and the young woman and man and want to know what happens next and what is being advertised. This is a good technique as it catches the audiences’ attention and hooks them in.
The young woman is wearing simple modern clothes; a white top and short jeans and the man is wearing a dark suit. Her clothes suit the club scene however he looks a bit out of place already so you can tell that there is a difference between them instantly.
The narrative links to what the voiceover says because it illustrates that although he had no chance with her, he has every chance of winning something good at McDonalds. By offering the audience chances to win something, it is a promoting ploy to gain more customers because they will think there’s more in it for them. This is backed up by the advert when photos of things such as flatscreen TV’s and digital cameras.
The camera shots used in the club scene are generally medium shots so that the facial expressions as well as the dancing can be seen by the viewer. However, when advertising the prizes, they are shown on black backgrounds to make them stand out and seem more special and the camera zooms in on them.
This advert is different from their other adverts in that it doesn’t sho many clips of people eating different McDonalds meals, it focusses mainly on the narrative of the club scene and the prizes that can be won. This is because McDonalds are already well-known and now need to keep their consumers interested and create brand loyalty, so by offering incentives to go there, they have more chance of doing that.
McDonalds Legend
This advert looks at the new McDonald’s Legend burger. It involves a man and woman getting their McDonalds meals and the woman talking with a deep/manly voice about how good it is.
The advert can appeal to a variety of audiences because it uses humour how drastic her voice is to what we expect. In using comedy, this can capture the audience to want to watch it several times. Then to continue the advertisement, there is a strong descriptive speech given on how good this advert tastes. This may make mouths water and stomaches rumble for the audience to want this delicious burger in front of them.
It may also prove to be a good advert because it shows the audience what they are buying before they buy it. They show the burger several times to ensure the image of it stays in the mind of those watching. It can also make the audience hungry with the look of food and what better to eat than the McDonalds Legend!
Another thing that may appeal to an audience is the setting. In keeping it in a car, in the rain, it may appeal to those who can relate to times where they sit in the car eating their McDonalds drive-thru meals. It also keeps the advert realistic as everything remains normal appart from her voice.
The advert ends with the trademark slogan/jingle; ‘I’m loving it.’ This makes it clear where the audience can get it from as it is memorable and appeals to various ages because its been around for a long time supporting coke.
Mcdonalds Anaylsis- ‘The Story of Our Fries. (End of Story)’
"First, we take the potatoes. (The Russet Burbank, Shepody and Pentland Dell are the only varieties we use because they're the perfect shape and especially good for frying.) We peel them, slice them, fry them and that’s it. This simple process might not make for a very long story, but it certainly makes for irresistibly long fries".
In November 2003 McDonalds released this advert. The advert connotes that the fries are all natural. This is said by stating the three simple steps that are taken to achieve the final fries. McDonalds states that the only processes that happen to the fries are; peeling them, slicing them and frying them. These simple steps show the audience that these fries are made simply, easily and naturally, like anyone who was to cook potatoes at home. Stating which specific potatoes they use show the audience that McDonalds would only use tried and tested potatoes and would only give their customers the highest quality potato. This could also be shown to make their company look better than other fast food restaurants that may not go through this process to ensure a high quality product is delivered to their customers.
Although the word ‘fry’ may not appeal to many people McDonalds have compensated for this by the use of a potato in the McDonalds fries packet. This is because McDonalds feels telling the customers the truth is an important part of connecting with its audience. The use of a potato helps to make the use of a bad un-natural way of cooking look good by using such a natural product.
Many parents fear that giving their children McDonalds makes them bad parents because of all the un-natural ingredients used to make them. McDonalds have tried to reassure these parents by the use of the natural potato and the simple process used to cook these potatoes. This point has also been emphasised by using a natural colour for the background.
The slogan has been typed in capital letters to emphasise their point of the advert and to stand out to the audience. The advert is plain and simple but the interesting use of the potato in the McDonalds fries packet catches the audiences’ eye.
Although McDonalds intensions were good in producing this advert many people complained about the advert. The audience felt McDonalds were misleading the audience because they did not state every step that the potatoes went through before they were served to the audience. One member of the public objected that the fries were flash fried in beef tallow, frozen while partially cooked, flown around the world and then re-deep fried while the Food Commission objected that significant amounts of salt were added, which had health implications. McDonalds objected to these complaints stating that most froes were frozen in a similar process and salt was only added just before the fries were served. They also stated that McDonald’s fries are available without salt if the customer gives a special request to the cashier in McDonalds. The conclusion of this was:
‘Because material parts of that process were omitted from the advertisement, the Authority concluded that the advertisement was misleading and told the advertisers not to repeat the approach.’ http://asab.org.uk/asa/adjudications/non_broadcast/Adjudication+Details.htm?Adjudication_id=37010
Word count: 548
The McDonalds advert I chose to look at was called ‘Korean McDonalds’. It is set in a taxicab in Korea, and sees two men, one substantially larger than the other man. The larger of the two men has fallen asleep on the smaller mans shoulder whilst still holding a packet of McDonalds fries. The smaller guy looks at the fires intently and decides to take a chance and grab some before he wakes up. He tries but hesitates for a second and once finally succeeds in taking one the taxicab comes to an sudden halt causing the large mad to spill all his fries and then wake up. He sees the man seated next to him with the fries in his hand and comes to the assumption he must of eaten all of them, and gets angry. Then the line reads ‘Don’t be risky with your life, French fries only cost w500 at McDonalds’
The simply message behind this is that fries are one of life tasty treats and they really don’t cost much. The usage of a bigger guy against a smaller guy shows the risk of the challenge of stealing he’s food. The way the situation is portrayed tries to show us that everyone likes McDonalds. The way it shows that its obvious that if he gets caught the larger man will take some action against the small guy who steals his food, this is what it means by don’t take that risk if u can afford this cheap price anyway.
Even though this isn’t an English advert it shows the same effect an English one would. It uses comedy and advertising techniques to get the product and company noticed.
McDonalds Advert
http://www.youtube.com/watch?v=__tZFztWcCM
2006 What's In The Box Scratchcard?
The advert begins in a nightclub with a modernly dressed, blonde woman dancing sexily. She looks like she is haivng fun. By doing this
it will appeal to the male audience as well as the women as they will recognise the scene.
The audience is not told what the advert is for as it goes straight into the dancing therefore allowing them to want to watch on to find out. The 80's pop song ABC by Posion Arrow will grab the attention of the viewer which will in turn mean they carry on watching the advert.
In contrast with the sexy, well groomed female there is the suited male who can not dance yet is not afraid to try. This will be a situation many viewers will recognise as he could resemble the drunk uncle dancing at the wedding. It can also be seen from the female viewers as they may notice the situation as something that happened to them. The familiarity may want them to watch on.
The woman tells the man to "Chuff off". Her accent is common and one the audience will recognise so feel like the model isn't any better than them. By using a catchphrase, which is what it later became, means the advert will stick in the minds of it's audience and will repeated therefore the news of McDonalds will be spread by word of mouth which is an effective, fast and cheap method of advertising.
A masculine friendly voiceover is heard advertising the items that can be won by these scratchcards. By using this type of voice it makes the audience feel safe as if it was a tough rough voice the audience may be put off.
We then hear "For some things you've got no chance but at McDonalds you've got every chance". This appeals to the audience as it's common for everyone to want to win. Here they are advertising over products instead of just there food. McDonalds can afford to do this as they are a big brand anyway who are well-known. It's as if they are giving the audience yet another reason to come to the take out service.
At the end of the advert the infamous McDonalds logo appears on the screen. By only putting it in the end it demonstrates that the company is very well known therefore didn't need to include in till last. The catchy tune is played once again continuing the feeling of familiarity.
The advert I have chosen to analyse is available at:
http://www.mcdonalds.co.uk/?f=y
McDonalds is a well-known and popular fast food chain operating on a global scale. They opened their first UK restaurant in 1974, and have acquired such success that 2.5million people eat at a UK McDonalds every day. Part of their mission statement includes “providing customers with food of a high standard, quick service and value for money”.
This is a relatively simple advert in terms of text; the only writing included reads “The chicken legend has arrived” which immediately informs the audience about the product being advertised. It also appears in a bold font and in capitals, which means it gains consumer attention straightaway. This is further achieved through positing, as the text appears at the top of the advert, where it is easily noticeable. The connotations of the word “legend” help to promote the product as this implies that the food is iconic and well known and also suggests that the Chicken Legend will be a popular meal due to its “legendary” status. This statement could be considered as adding humour to the advert as it conveys that the product is legendary despite it being a new addition to the McDonalds menu.
The sole image in this advert is of the product being advertised, the Chicken Legend. By opting to only use one picture, this means that the audience’s attention will be focused on the product being advertised. It also links with the text that appears above the image as both are simple. The product is further promoted to the audience through the use of arrows pointing to various ingredients in the Chicken Legend, as these serve to highlight individual elements of the food.
This advertisement does not appear to have a specified audience. This is a successful technique because it means the advert appeals to a wide target marker, which in turn should help to make the campaign more effective. In turn, this should help to maximise sales of the Chicken Legend and therefore fulfil the primary aim of the advert.
McDonalds advert.
I decided to analyse the quality changes advert. None of the KFC, McDonalds or Burger King adverts ever interest me. But I chose this advert, because I think this is one of the more productive adverts McDonalds have ever come up with.
Instead of just advertising their fast food. They advertised people enjoying the food, and the changes that they are doing for people that have either protested about, or complained about. This advert appeals to all ages, male and female, and people of all ethnic origin. The advert lasts for just 30 seconds, however they manage to fit in a lot.
At the beginning, a manager of a McDonalds Restaurant, named Kevin Ralph starts, by talk to the camera, talking to you, instead of flaunting their food, he says that they’ve made changes to suit the customers. Throughout the advert he shows what they’ve changed and he also states some facts, as earlier on that year there had been many rumour going on about their food and what they put in it. He talks to the camera, in an understanding way, and puts rumour straight.
He shows that now children can swap fries for a healthier option, either a bag of carrot sticks or fruit. He states that the only thing in their chicken nuggets is chicken, and it’s 100% beef in their beef burgers.
I think that parents would be a bit more pleased with this advert, advertising fruit and vegetables instead of greasy fast food. They show the children enjoying the healthier option of their food.
In this advert they used bright, bold colours against white simple foods. Their restaurant looks clean, and everyone in the advert seems to be enjoying him or herself.
http://www.youtube.com/watch?v=8AbOUjFLOkQ
McDonalds Chicken Legend Moving Image Advert
The McDonalds advert I chose to deconstruct was the ‘McDonald's Chicken Legend Surprising Voice’ moving image advertisement (for television). The 30-second advert was released in 2007.
The advert shows a young male and female couple in a car, with a meal that they have just bought from McDonalds. The man asks the women what she has bought and the women replies in a voice that has been dubbed over by a man, in a cinematic style voice instead of a sweet feminine voice that you would expect to hear coming from a women. This could signify that the product she is eating is quite surprising like the voice that the audience would not have suspected coming from the women.
The voice that they have dubbed into the advert is very attention grabbing. As it spoken in a very cinematic style (like a narrator would speak for a film advert) it may encourage people to carry on watching the advert if they have only tuned in watching the advert for a short while, as they may be intrigued to see if it is a moving image advert for a film.
I feel that the target audience for the advert would probably be a very wide audience of mostly all age groups. It will appeal to children and teenagers because of the humour behind the females surprising male’s bassy voice. The advert will also appeal to couples as they can relate to the couple in the advert. Finally, like children and teenagers, many older viewers of the advert may also find it appealing because of the humour.
The advert uses mostly medium shots for the advert.
At the near end of the advert the female says ‘A Legend Is Born’, this is the kind of thing that you would expect to hear on a trailer for a film, and obviously this is the kind of angle that McDonalds want to go for. This statement also relates directly to the product name ‘The Chicken Legend’.
McDonalds Advert
The McDonalds advert I have chosen to analyse is for their new spicy range. The advert starts off with a man sat in his office with his McDonalds burger in front of him. As he opens the box 5 men with instruments slide into the shot. They are a mariachi band, which originates from Mexico. This helps the audience relate to the new range of spicy food, as Mexican food is associated with peppers, chillies and spices. This advert was released at the end of 2007.
The men in the advert are dressed in red and yellow. This is traditional McDonalds colours and makes it easy to identify the product even thought it is obvious by the food on the table that it is a McDonalds advert. As the man bites into his burger the band start playing behind him. It shows a long shot so we can see all 5 band members and the office man in one shot. As he chews he changes his expression as if he is enjoying the product. When he swallows they stop playing. At this point the man acknowledges that the band are actually behind him by glancing over his shoulder with his eyes, the camera cuts to a close up shot of him going to take another bite into his burger. As the music is playing the middle band member comments that the meal is spicy. This gives the audience more information about what is being advertised.
The advert shows some humour, just as the man goes to bite into his burger again they start to play again, so he reclines without a bite. This continues for 2 more attempts at biting the burger. The last attempt the man smiles as if he is enjoying teasing the band members, at the 4th attempt he bites into his burger and the music plays fully again. This then jumps to a close up of a spicy burger, it then pans across to the spicy chicken wrap and zooms out so the audience can see the full range including potato wedges and a dip. The music is being spoken over while the information about the McDonalds products is being presented to the audience. There is writing across the bottom during all of this stating that he offers is from 10:30am, at limited restaurants and at limited time. As this part ends it cuts back to the man in the office and the music stops. He know fully acknowledges that the band are there by turning round fully and smiling at which the middle band member smiles back. The screen then goes red and the McDonalds M appears with the traditional whistle followed by the caption ‘I’m lovin’ it’
McDonald’s - Quality Changes Analysis
For this task I have been asked to analyse a McDonald’s advertisement. I have selected to the advert titled “Quality Changes (Kevin Ralph)” which has been recently released at the end of 2007. This advert includes a UK McDonald’s employee telling a real story”. The story that he is telling is that McDonald’s can also be healthy giving the choice between different foods.
The advert starts off with the Actor (Kevin Ralph) being introduced by a subtitle along the bottom. This lets the audience know that he is McDonald employee. During the duration of the advert the actor is telling the audience facts about McDonald food. Reasons for this are that a lot of questions have been asked about the ingredients in their food. So by doing this advert it is a way of trying to convince the public that only use the best and healthiest ingredients available to them. This will help them gain new customers or bring back the ones that have left due to the reason above.
Different products that have are being talked about are being shown at the same point being consumed in a friendly and happy environment. This is a good selling technique as it shows the audience that McDonalds is a nice environment to place yourself in and by going there you will not become stressed, angry, treated unfairly nor disrespected. A fainted theme tune as been added underneath the actor to bring the advert alive with its fast flow beat.
The advert finishes with its traditional logo and slogan appearing. This has become traditional to be shown at the end of adverts to ensure the public of what product/brand is being promoted. Also when appearing the recognisable theme tune music of McDonalds is placed so that others around will be able to know what is being advertised. By having these certain advertising techniques the adverts become unique and powerful. The reason why they are powerful is that is becomes recognisable where ever it is seen and catches attention.
This advert has a wide target audience from 16+ years and above due to it being more factual than persuasive. That would be the reason for it not being target to younger people due to be not being persuasive and its promoting facts about McDonald’s healthy products which will not appeal to the younger generation.
You can watch the advert on this link http://www.youtube.com/watch?v=8AbOUjFLOkQ
Post a Comment