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Advertising has become an integral part of our everyday life for a long time already. We see various ads everywhere, on TV, on street boards, in the papers, in the Internet and so on. Sometimes we are attracted by certain advertisement, sometimes we do not notice it even – all this depends on the way, in which the products or services there are presented. Further we are going to discuss advertising of one of the most popular products all over the world – McDonald’s food.
McDonalds has developed a serious and weighty advertisement campaign in general. They have their own motto – which automatically ensures people, that they all like this type of food. They have constant advertisements of new products, new discounts, depending on the size of the order and so on. All the images we see on the advertisements of hamburgers, drinks, deserts from McDonalds, are with bright colors, which on the one hand attract attention and make the product winning customers’ favor, but on the other hand often seem not quite natural, if compared to real products. Thus people, who have already eaten the food from McDonalds know, that the pictures are not absolutely true to life.
Another important feature of the images, used for advertising, is that all the products are of big size, which is achieved visually through covering of the most of the image area, without leaving almost any free background space. Such technique contributes to positive perception by the customers of the ratio between the price and the size of the product – i.e. for such a low price, they are able to get such huge ice creams or hamburgers for example.
Mostly the target audience for McDonalds advertising consists of children and teenagers. For kids they have developed the system of adding toys to the packages with meals, thus children are interested not only in eating this food, but also in receiving an interesting toy. Also the possibility of having children holidays, like for example birthdays, organized at McDonalds, seems to be presented in a rather inviting way in their video ads. The clown- like symbol is important in creating the atmosphere of fun, easiness, enjoyment of time both for children and young people.
Teens and younger people are usually not so much concerned about their eating habits and do not mind eating fast food almost everyday, thus we actually see young people in video advertisements of McDonalds, having the possibility of quick, cheap and tasty snack with their friends.
Speaking about the cultural distinctive features of McDonalds, we have to mention, that certainly initially it is related to America and its life styles, however, generally nowadays it is accepted in many countries all over the world, thus there is probably no marked cultural ascription any more.
Overall, we have to conclude here, that McDonalds advertisements are quite well organized and worked out, taking into consideration the target audience, having their own style and structure. The images, used by them are bright, vivid, seducing enough for customers to decide for their products. Their easy style, brief presentation of variety of products along with their own distinctive features of their brand help to win the attention of customers all over the world. Usage of the bright colors makes the advertisements outstanding among other similar services and products. Certainly there are some weaknesses, like for example discrepancy between the images of the food and the way, it looks like in reality, but it is usually hardly noticed and not so important for the target audience.