Paper 1, written task and paper 2
Global Power Wednesday, September 18, 13
The golden archers
McDonalds’s spend over two billion dollars each year on advertising: the golden arches are now more recognized than the Christian cross. Look at how the symbol of the arches is cleverly used in these adverts.
How has McDonald’s advertising changed?
One of the reasons for McDonalds success is that they have changed with the times and adapted to meet the needs of different customers across their global empire.
The first television commercials using Ronald McDonalds appeared in 1963 using Willard Scott to play the “happy Hamburger clown”
1. What selling points are extolled in this advert form the 1980’s?
McDonalds quality is shown in the advert, that McDonald’s are natural and sell the highest quality ingredients. World famous French fries and the food sold at Maccers are pure. Food and the process of cooking are shown. As well as being a family restaurant.
2. How is this advert using the style of a fashion shoot to create an image of its brand?
The fashion shoot suggests that McDonalds in high end like the model and the fashion shoot. The appearance and the sexual stance of the model entice the viewer. The colour used representative of the brand itself. Cater to different markets; attract more women and young people. In the first commercial they focused on quality and now they are focusing on appearance.
How the advertising campaigns show the changing image of the McDonald’s brand.
They are more focused of what the customer wants to see rather than what they want to taste. The brand is so established now that people know what McDonalds is and how it tastes, as it is a known fact of how it tastes. However now they need to focus on the target market and how they want to view McDonalds.
An Image crisis?
IN 2003, McDonalds had to make changes to their products in response to falling sales.
The golden archers
McDonalds’s spend over two billion dollars each year on advertising: the golden arches are now more recognized than the Christian cross. Look at how the symbol of the arches is cleverly used in these adverts.
How has McDonald’s advertising changed?
One of the reasons for McDonalds success is that they have changed with the times and adapted to meet the needs of different customers across their global empire.
The first television commercials using Ronald McDonalds appeared in 1963 using Willard Scott to play the “happy Hamburger clown”
1. What selling points are extolled in this advert form the 1980’s?
McDonalds quality is shown in the advert, that McDonald’s are natural and sell the highest quality ingredients. World famous French fries and the food sold at Maccers are pure. Food and the process of cooking are shown. As well as being a family restaurant.
2. How is this advert using the style of a fashion shoot to create an image of its brand?
The fashion shoot suggests that McDonalds in high end like the model and the fashion shoot. The appearance and the sexual stance of the model entice the viewer. The colour used representative of the brand itself. Cater to different markets; attract more women and young people. In the first commercial they focused on quality and now they are focusing on appearance.
How the advertising campaigns show the changing image of the McDonald’s brand.
They are more focused of what the customer wants to see rather than what they want to taste. The brand is so established now that people know what McDonalds is and how it tastes, as it is a known fact of how it tastes. However now they need to focus on the target market and how they want to view McDonalds.
An Image crisis?
IN 2003, McDonalds had to make changes to their products in response to falling sales.