Thursday 14 February 2013

Weekly: Advertising Analysis - McDonalds

Its Thursday and its Valentines Day. Not to worry though, this will not be a soppy clichéd love themed post. I will be posting a weekly entry every Thursday to discuss a print advert which I have found interesting, stimulating and humorous.

Now lets get this started. The first advert to be reviewed is a a headline based McDonald's print ad. I am keeping things relevant with this choice as we are currently working on headline based print media. I have to admit, its bloody hard and very difficult to get right. Though I believe they can be extremely effective and powerful  (such is why I chose this particular one) because of the nature in which they stimulate the mind. It allows the brain to create a image and a feeling, attaching the one to the other.The reason this is so powerful is because the observer has the satisfaction of 'figuring it out', he or she will now feel part of the advert. Its a human need to feel 'connected' and by relating and breaking down the headline the consumer will actively be part of the brand(In this case McDonald's).




"We don't hire Turks, Greeks, Poles, Indians, Ethiopians, Vietnamese, Chinese or Peruvians" - The headline grabs your attention as it is a bold statement as it infers racial inequality and that McDonald's will not hire these individuals based only on their nationality. Not only is this illegal, it is morally wrong. The reader of the advert, shocked by this statement automatically looks for some form of justification to rationalise the statement as it is hard to believe that a large corporation such as McDonald's would be so brash. The viewer then looks for more information in an attempt to understand the advert, he is then forced to read the small copy at the bottom of the page.

"Nor Swedes, South Koreans and Norwegians. We hire individuals. We don't care what your surname is. Because ambition and determination have nothing to do with your nationality".....

The paragraph at bottom provides the explanation that the viewer seeks. It rationalises the advertisement by giving a surprise turn without changing the tone. The line "We hire individuals" is the hook. At that moment the viewer reaches an epiphany realising that his original understanding of the headline was flawed. It gives a feeling of relief, as you realise that you have been fooled. This is such a strong message as it hits right where it hurts. McDonald's are touching on subjects that is very sensitive and can go badly wrong however they have used this to their advantage. They have used a topical issue to build their brand image and associate ideas and feelings such as equality, unity and ambition. They have used a topic that normally divides people, nations and races to their advantage by giving such a unifying feeling.

A very well thought out concept with genuine intellectual merit.

Who new a few words could be so powerful.

Happy Valentines Day.

RSM


4 comments:

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