Advertising is a type of communication that is utilized to promote the sale of services and good (Romanova and Irina n.p). In most cases, it conveys a message which includes the product's name or service as well as how that service or product may benefit consumers. Nevertheless, advertising, usually tries to persuade target clients to buy or consume more of a specific brand of service or product. In order to attract customers, numerous brands of identical items are aggressively competing within the market. A great advertisement ought to be capable of attracting as well as hold the customer's attention long enough for the consumer to make a purchase, thus increasing the company's profit and sales (Schmidt and Martin 415-428). In this respect, a company's advertising must put emphasis on this in order for it to stay competitive within the market.
Fast food is a convenient and quick meal which most people worldwide seek out when they are on the run. According to the Palo Alto Medical Foundation, there are over five hundred thousand fast food restaurants within the United States, with McDonald's being the largest. I cannot think of any other corporation which has effectively seized on the subconscious fantasies of the United States market than MacDonald’s (Maasik, and Jack, 156). McDonald's should employ commercial advertising artwork for it to be a globally recognized fast food chain. One of McDonald's commercial advertising that uses ethos, pathos, as well as logos is shown below.
Three best burgers represent the ethos of McDonald's advertising, which is based on the producers' reputation (Romanova, and Irina 2). The original burger, the Big Mac, is produced entirely of one hundred percent pure beef and served with a unique sauce. It is the first McDonald's burger to be created by the fast food franchise. “The Big Mac wouldn't be the Big Mac without its Special Sauce,” (Ray 1). As a result, the Big Mac is a McDonald's specialty and well-known for its deliciousness. This is also a creative way to attract consumers' attention. The other two burgers, the Double Quarter Pounder with Cheese as well as the Angus Deluxe Third Pounder, are created with a hundred percent beef products and are hot, juicy, and tasty. The burgers are arranged in this manner to emphasize the Big Mac and make it appear larger than the other two. This McDonald's advert will persuade consumers to eat burgers through using three well-known tasty burgers on the ad. People who have had these burgers will remember how delicious they were and will buy them again.
Furthermore, the pathos of this McDonald's ad, which deals with emotions, is reflected in the color pattern and theme (Romanova, and Irina 2). “Red is known to excite, stimulate, and is closely associated with energy and passion,” according to psychological qualities (Ashley 2). As a result, whenever individuals see red, their appetite increases. McDonald's capitalized on this concept by making red the primary color of its brand so as to attract more customers to their stores and purchase their food. Red represents enthusiasm in this example, while yellow represents optimism as well as happiness. Meaning that Macdonald’s is trying to imply that once people consume the advertised burgers, they will be happy and have a feeling of satisfaction (Ashley 2).
Additionally, they show three burgers that are fresh due to the direction of light, juicy due to hot beef pieces, and soft due to grilled cheese pieces. Furthermore, McDonald’s includes the pharse "I'm lovin' it" beneath its logo. Consumers will slowly develop a moderate emotion once they go to buy meals at McDonald's and see the logo with this phrase. They might even go back to McDonald's once they have finished their meal. Pathos is a type of advertising which can connect with consumer's emotions.
Lastly, the reasoning of the argument is demonstrated by the created visual and textual contents in McDonald's ad (Romanova, and Irina 2). Consumers will purchase their meals more readily without having to search or think about what they should consume if the names of the burgers are listed underneath their illustrative images. Furthermore, they utilize three essential words, “big.beefy.bliss,” which appear to be their slogan and cause consumers to feel greater emotion when looking at their images. Furthermore, these terms are not intended to describe food, but McDonald's is attempting to persuade consumers that their burger contains more beef than any other burger brand.
It is sometimes necessary to analyze not just what is offered in the advertisements, but also what is left out. A few customers might be at risk from the contents in this food product, especially the high-sugar cola beverage, however this information is not provided in the advertisement. It also fails to mention if certain ingredients, like the sesame on the bread's topping, are allergens for some consumers. The advertisement also fails to specify the food's calorie content, presumably to avoid losing calorie-mindful consumers (“Understanding an Advertisement”).
The logo of McDonald's corporation is covered in this ad on the right side of the image to show authenticity. Furthermore, it is obvious that a corporation's reputation is a critical factor for any business. If a company's reputation is bad, even the best advert might not be enough to attract clients. McDonald's customers are rest assured that their meal is of high quality. Additionally, Macdonald advertises its burgers simultaneously at different age-groups, classes, as well as races (Solomon, 157) therefore, I do not think they are aiming for a particular audience, but instead anybody who sees the advertisement. The purpose of this advertisement is to get consumers to go to a McDonald's store and spend money on the burgers depicted in the advertisement. The target demographic for this advert is anyone who enjoys eating good fast food, as well as anyone who thinks about food in order to avoid becoming hungry (“Mcdonald's Target Customers”)
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“Mcdonald's Target Customers.” GMP, 20 Dec. 2020, www.gmpbcn.com/john-deere-xec/d3c215-mcdonald%27s-target-customers.
“Understanding an Advertisement.” Unwrapping The Truth, bigmaclittletruth.weebly.com/understanding-an-advertisement.html.
Ashley Anastasia, Howell. “Understanding Colour Psychology for Restaurants & Brands.” Medium, Medium, 15 July 2016, medium.com/@ashley_howell/understanding-colour-psychology-for-restaurants-brands-dbb7ffbcecae.
Maasik, Sonia, and Jack Solomon. "Brought to You B (u) y: The Signs of Advertising." Signs of Life in the USA: Readings on Popular Culture for Writers: 140-149.
Ray A. , Kroc. “Our History.” McDonalds, 2009, www.mcdonalds.com/us/en-us/about-us/our-history.html.
Romanova, Irina D., and Irina V. Smirnova. "Persuasive techniques in advertising." (2019).
Schmidt, Susanne, and Martin Eisend. "Advertising repetition: A meta-analysis on effective frequency in advertising." Journal of Advertising 44.4 (2015): 415-428.
Solomon, Jack. "Masters of Desire: The Culture of American Advertising." Signs of Life in the USA: Readings on Popular Culture for Writers (1988): 120-171.