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McDonald's vs Wendy's print ads

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McDonald's vs Wendy's print ads
Topic: Compare and Contrast Essay
Title: McDonald and Wendy’s print advertisement
Name: Wong Hsueh Yan 004401

Figure : Wendy 's Again Asking: 'Where 's the Beef? '
But in an era of obesity, is quantity still in question? By David Griner

Figure : 1987 McDonald 's Restaurant Leaner Ground Beef Quarter Pounder Print Ad

Pre-writing
Main point 1- The format elements - decode the message - copy element - headlines, body copy, slogans, taglines and captions.
-McDonalds - benefit headline - simple statement
-Wendy’s - a question headline - search for the answer
-The types and sizes of font - McDonald - same font - different size - aligned; Wendy’s -more than two types of font - the texts are not aligned.

Main point 2- Art element - different layouts -create - different feeling
-Mcdonald - copy and art elements - aligned in the middle – symmetrical
-Wendy’s - Mondrian grid layout - series of vertical and horizontal lines

Main point 3- Color - attracts attention - provide realism - establish moods - build brand identity.
-Mcdonalds - empty background - focus better -no distraction – plain – dull and boring
- Wendy’s - blurred image - disturbs the visual of viewers - research has shown that ads with color get more attention than those that don’t have color.

Outline
Intro: The copy element, art element and the use of visuals in a print advertisement can affect the viewer’s ability to absorb its message.
Main point 1
Topic sentence: According to Piermarketing(2010), the format elements segment the copy to help audiences decode the message. Copy element includes headlines, body copy, slogans, taglines and captions.
-McDonalds has a benefit headline because simple statement of the product is most important benefit, it should not be too cute or clever.
-Wendy’s used a question headline that encourages reader to search for the answer in the body copy.
-The types and sizes of font in both ads are different. McDonald used


References: Ebay (2013) 1987 McDonald 's Restaurant Leaner Ground Beef Quarter Pounder Print Ad [Online] Available at: http://www.ebay.com/itm/1987-McDonalds-Restaurant-Leaner-Ground-Beef-Quarter-Pounder-Print-Ad-/350911643142#shpCntId Hudgins, C Piermarketing (2010) Effective Design in Advertising. Available at: http://www.piermarketing.com/blog/effective-design-in-advertising/#more-437 Essay
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