Preview

rhetorical

Good Essays
Open Document
Open Document
877 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
rhetorical
An Analysis of McDonald 's Advertising Campaign “I’m lovin’ it!” Without doubt one of the most used and recognizable phrases for the past decade. McDonald 's has successfully used these three words to change the way society eats and thinks. Along with the famous phrase, the golden arches and the use of famous personnel have contributed to McDonald 's brand recognition. Anywhere in the world you are bound to see or hear some advertisement pertaining to the famous fast food restaurant. McDonald’s marketing team successfully gained it’s worldwide popularity and appeal by using different rhetorical strategies namely famous people, catchy slogans and phrases, affordability and appealing products. McDonald 's spends a large portion of its revenue on further marketing the brand. Their expensive marketing and advertising campaigns have been highly effective, contributing to McDonald 's famous burgers and fries being found in all four corners of the globe. One would have to question their aggressive and rigorous marketing approach, the majority of people worldwide have either seen the famous golden arches or tried a McDonald 's product in their lifetime, and seems unnecessary to market their products so extensively, still today. A fundamental reason why McDonald 's is one of the largest and most recognizable companies in the world is due to their advertising approach and ethical appeal. McDonald 's target market does not focus primarily on one demographic, however it seeks to attract all ages, sexes and races- a catalyst for their national and global success. The advertisement which I chose incorporates all the traits in which the McDonald 's franchise is known and famous for. The commercial shows Lebron James, one of the most recognizable and famous athletes worldwide, eating a McDonald 's burger before practicing. This advertisement seeks to tell the audience that the best


Cited: "Press Release." McDonald 's. McDonald 's, 23 Sep 2003. Web. 26 Jan 2013. . Schruab, Amy. McDonald 's Keeps Dwight Howard On The Marketing Menu. 2011. NY Sports Journalism, New York. Web. 26 Jan 2013. . Stern Advertising. "Mcdonald 's." Our Work/ Our Process. Stern Advertising, n.d. Web. 24 Jan. 2013. < HYPERLINK "http://www.sternadvertising.com/our-work/mcdonalds/" http://www.sternadvertising.com/our-work/mcdonalds/>.
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Better Essays

    Mkt 421 Marketing Plan Phase 2 Paper
    • 1524 Words
    • 7 Pages

    Mkt 421 Marketing Plan Phase 2 Paper

    This paper will address the following: identify the segmentation criteria that will affect McDonald’s target market selection, identify McDonald’s target market, describe the organizational buyers and consumers of McDonald’s product and the factors that influence their purchasing decisions, discuss how these factors will affect McDonald’s marketing strategy, and analyze current competitors and define the competitive landscape for your product or service.…

    • 1524 Words
    • 7 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Mcdonald's $1.00 Menu
    • 356 Words
    • 2 Pages

    Mcdonald's $1.00 Menu

    One of the secret of any marketing strategy is to reach the target audience. And here again the target audience should be chosen carefully. To target new audience involves the innovation aspect wherein new products line up to catch up with the new trends and tastes of the people. McDonald’s diversity into other new business ventures can also be considered as its strengths.…

    • 356 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Manipulative Rhetoric at McDonalds
    • 531 Words
    • 2 Pages

    Manipulative Rhetoric at McDonalds

    McDonald’s is generally regarded as one of the most popular—and controversial—fast food chains on the planet. But, despite the controversy surrounding the chain, millions of people eat at McDonald’s restaurants every day. Why do people continue eat at McDonald’s despite the negative publicity? Surely they’ve heard the horror stories behind the McNugget. Conventional wisdom suggests that low prices and tasty food keep people coming back. I believe, however, that communication is key to much of McDonald’s success. McDonalds uses different rhetorical elements inside its restaurants to effectively commutate with customers. To determine what those elements are, I paid a visit to a McDonald’s myself, aiming to uncover the secret to their success.…

    • 531 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    McDonaldization of America
    • 887 Words
    • 4 Pages

    McDonaldization of America

    McDonald’s is a well-known icon and influence on our culture for many reasons. McDonald’s can be seen in many television sitcoms and movies as far back as 1973, as well as a huge sponsor for the Olympics that increase its hold on the society. Through the catchy commercials that boast new products declaring individualism, Americans embrace the individualistic choices and feed into the hype. Also, being a household name that even children can recognize the golden arches and Ronald McDonald, and crave it while you drive by. Personally, I was not immune to the grand opening of McDonald’s close to my hometown, where my parents drove 30 minutes to eat there. Beyond the American borders, it has become a global representation of the Western world abroad as the logo and symbols of McDonald’s are easily recognized by anyone and age from any country. How did McDonald’s take over the world? This is simple to answer: A strong business model.…

    • 887 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Mcdonalds Rhetorical Analysis
    • 659 Words
    • 3 Pages

    Mcdonalds Rhetorical Analysis

    McDonalds is one of the world's most well-known fast food restaurants. It is the world's leading food service with more than 30 thousand restaurants, throughout the world, serving 46 million customers each day. McDonalds tries to display their trustworthiness to consumers through their commercials. For example, the videos Grandmother and Granddaughter, New Dad, and ChaCha slide show how McDonalds commercials attract viewers and identifies McDonalds as a “trustworthy friend”.…

    • 659 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Rhetorical Analysis
    • 786 Words
    • 4 Pages

    Rhetorical Analysis

    Nike, Inc. is known traditionally to be a brand suited for competitive athletes, with its origins rooted in selling athletic shoes, but over the course of recent years, the merchandise has expanded to include clothing and other gear to athletes and non-athletes alike. Nike has adapted its advertising campaigns to reach its eclectic audience by sponsoring globally renowned athletes such as Lance Armstrong. Though cyclists are in the minority of the athletic world and it’s fans, the campaigns involving Armstrong have been particularly persuasive because the overall message of the advert is focused on Armstrong’s battle and victory over stage three testicular cancer. The 2009 print appeared in Time magazine, proving to be emotionally powerful and broadly inclusive of its audience by elevating Armstrong to a status comparable to a hero.…

    • 786 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    Mcdonalds and Starbucks
    • 1763 Words
    • 8 Pages

    Mcdonalds and Starbucks

    McDonalds is a longtime leader in the fast food business. Since its opening in 1954 it has seen tremendous growth to about 30,000 plus restaurants and credit of serving about 43 million people in 100 different countries every day. The success and strategies of the company are celebrated often in the world media. The company had to focus on their core values and develop strategies that help rebrand itself in the market. Continuous attention on the customer needs and their values is main strategy for resurgence as top fast food retailer. They spend huge money on advertising to promote their brand. Their advertising budget for year 2011 was almost in the vicinity of one billion dollars. McDonalds has been working on improving and maintaining its brand value since it has seen its profits decline especially from 1997 to 2002.…

    • 1763 Words
    • 8 Pages
    Better Essays
    Read More
  • Good Essays

    Why Does Mcdonalds Specifically Target Children?
    • 1222 Words
    • 5 Pages

    Why Does Mcdonalds Specifically Target Children?

    By strategically placing pictures and words, advertisements are made in a way to convince us to blindly purchase the product without a second thought. It just so happens that McDonalds the worlds #1 fast food franchise is also one of the most heavily advertized fast food companies. Commonly viewed video advertisements and product placement to perfectly photo shopped photos are just some examples of marketing methods commonly used by multiple industries. As a person who spends a lot of time online watching YouTube videos or just browsing, I’ve noticed a lot of advertisements and some of them really stood out to me. I recall McDonalds having multiple advertisements before the start of the YouTube telling you about their “all natural 100% Canadian Beef”. Having this before a video encourages the viewer to counting to watch the ad in order to see the video that you actually want to see. Another way McDonalds markets their…

    • 1222 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Mcdonalds Swot Analysis Essay
    • 1715 Words
    • 7 Pages

    Mcdonalds Swot Analysis Essay

    Consumers are effectively able to correctly identify McDonalds based on its products, taglines, services and campaigns. According to the article, “McDonald's Brand Strength Still Dominates Its Peers”, McDonald's spent $787.5 million on advertising in 2012, which was much higher than its competitor Burger King, which spent $48.3 million. Brand recognition has a direct correlation to revenue as the same article reported that in 2013, the average revenue for a domestic McDonald's restaurant versus a domestic Burger King restaurant: $2.6 million vs. $1.12 million. McDonalds understands the strength in brand recognition and knows how to cater to its different audiences, which is why to date, McDonalds has had more than 23 slogans, which vary depending on the country it’s reaching.…

    • 1715 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Contemporary Brand Management
    • 7424 Words
    • 30 Pages

    Contemporary Brand Management

    This report will discuss the McDonalds brand relating in particular to brand concepts and academic models that I feel that are relevant to the company. In this report I will examine brand analysis; the brands image and a positioning statement. The retail environment will be discussed in detail too as my evidence shows McDonalds is trying to position itself as a retail environment and not just another fast-food outlet. And finally I will go into some brand management recommendations.…

    • 7424 Words
    • 30 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    McDonalds advertising
    • 1757 Words
    • 8 Pages

    McDonalds advertising

    Even though many know McDonalds may be unhealthy many still choose to eat there. This choice may be based on the influence of McDonald’s advertisements or personal choice. McDonalds has a long history that some have grown up to know and have shared this with their children. Some of the reasons society chooses to still eat there is because of their prices, advertisements and convenience. These ads that McDonalds produces create a rhetorical situation that involve and convince the audience that they have a need. From a survey conducted on their ads, the results are clear that McDonalds advertisements do make some impact and convince the consumer to buy their product. McDonalds is one of the most popular fast food restaurants in the world and that popularity has built over time from their influence in advertisements and other media outlets.…

    • 1757 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Mcdonald's American Culture
    • 1116 Words
    • 5 Pages

    Mcdonald's American Culture

    Today, McDonald’s is practically everywhere in the world and is a part of their cultures. The explanation of McDonald’s success can be derived from many things, but the ones that stand out are first their branding. They have been around for over sixty-five years and that certainly helps with branding. As of today, McDonald’s success in the public’s eye is that they have quality food at a low price that is given to the customer quickly with great service and clean facilities.…

    • 1116 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Better Essays

    Cross Cultural Perspectives Paper
    • 1119 Words
    • 5 Pages

    Cross Cultural Perspectives Paper

    We all know of McDonald’s a being one of the biggest, popular, and best food chain restaurant around the world. The fast food chain was started in 1955 by Ray Kroch in California. The restaurant took pride in providing hot French fries, delicious hamburgers, and their speedy drive-thru service. The fast food chain started with one small restaurant and got restaurants all over the US and other countries. McDonald’s main mission is to keep serving a budget and healthier friendly menu. The restaurant chain has over 30,000, and that is in a least 100 overseas locations. McDonald’s as a fast food chains earns more than a billions…

    • 1119 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Mcdonald’s, My Favorite Restaurant
    • 829 Words
    • 4 Pages

    Mcdonald’s, My Favorite Restaurant

    McDonald’s is a fast food restaurant chain and “has over 32,000 locations in more than 100 countries around the globe” (McDonald’s website). It is one of most popular fast food restaurants in the world, and preferred by a lot of people. The restaurants are very modern and cozy and always have a place for children to play in. It is also known for their Happy Meals, which contains a hamburger, french fries and the always desired toy. McDonald’s is my favorite fast food restaurant because it has everything I love. Their food is my favorite, the service is good and they have charities, which is very important.…

    • 829 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Aims and Objectives of Mcdonalds
    • 3049 Words
    • 13 Pages

    Aims and Objectives of Mcdonalds

    Aims & Objectives of McDonald’s’ – “it’s what I eat and what I do…I’m lovin’ it”…

    • 3049 Words
    • 13 Pages
    Good Essays
    Read More

Related Topics