McDonalds’ Ad Analysis
McDonalds’ Ad Analysis
The McDonalds’ “Mommyisms: insights from mom-to-mom” advertisement utilizes the peer-to-peer engagements of mothers as a means of accessing the family market. In addition, the advertisement succeeded in alteration of the entity’s brand image by providing healthy alternative foods for families. Furthermore, the advertisement is seen to be making an appeal to young parents to explore the new variety of foods that provide maximum nutrition and at a fair price. The advertisement utilizes a basic tenet in advertising, the application of common images to lure customers within an identified segment. The advertisement is used to illustrate the values held by the entity towards family and in the process appealing to American families.
The advertisement falls under branding campaigns aimed at changing customer perceptions in relation to its image. This is achieved by focusing on the most important values held by the consumers in the respective market segments. It is evident that the advertisement has been directed at middle aged and young parents. The term “insights from mom to mom” has been used as a means of inducing peer engagement. The entity in developing this advertisement was driven by the need to influence all mothers to bring their families to McDonalds for a variety of healthy sumptuous meals.
In addition, the advertisement also highlights that “when we’re at McDonalds’ the only child isn’t the only child”. This refers to the provision of various food products to suit a variety of needs for all individuals irrespective of age. In addition, this statement seeks to move the public away from the view that all commodities sold at McDonalds are targeted at young children. In addition, the advertisement uses a woman’s statement as she refers to her husband and son as two children. This advertisement is geared towards reinforcing the importance of family themed activities such as going to restaurants together.
The advertisement has a man and a child who it is assumed are father and son playing together. The image used reinforces the statement made by the unseen woman that her son and husband are playful like two children. This is an integral part of the advertisement as it plays a greater role in reinforcing the statements and intended effect on the audience such as potential and exiting customers. The use of this visual element of the advertisement serves as a means of communicating elements of fun and excitement for family themed activities at McDonalds’ restaurants.
In addition, the visual aspect is employed to captivate and gain the audience or consumers’ trust and attention. In addition, the visual aspect of this advertisement also plays a role in inducing and shaping various emotions amongst the audience and intended target market. The primary aim of using the image was for visual persuasion purposes. The image is used to attract consumers through curiosity and in the process convincing them of the importance of attending McDonalds’ family themed activities as a means of developing family bonds between parents and their children.
Attention and gaze are two main components of print advertising. Attention is understood to be an oriented response to stimulus, which signifies contact between sense organs-eyes, and mind. In addition, attention plays a role in regulation of the level of additional processing in response to stimulus received. Increased attention is marked by higher processing effort. The image sued in the advertisement has been enlarged as a means of ensuring that it captures the attention of the viewers.
In addition, this is used as a means of inducing curiosity amongst the audience and in the process driving consumers to enquire about the products or services on offer. The advertisement also incorporates the use of images of three types of food products on offer at McDonalds. The three images were chosen and used carefully and in relation to the products consumed by the three members of the family in the advertisement.
The advertisement is touted as integral to McDonald’s as it moves to counter competition posed by other fast-food retail entities in the country. In addition, the focus of the advertisement is the emphasis of family values and quality time spent with family members. It employs the tenet of iconicity whereby the pictures used provide a means of recreating realistic images in homes and restaurants. The father and son playing together is a common image in a majority of households. The picture is effective in recreation of visual cues amongst mothers and fathers on the importance of family engagements. This plays effectively into the family themed activities for various products at McDonalds.
It is important to note that the advertisement is effective in terms of communication to the audience. This is because it uses few but direct points to convey messages of family values to the potential or existing consumers. Furthermore, it provides an emphasis on the quality of food as noted with the three primary products to suit differing needs for various family members. In addition, the messages noted in the written statement reinforce the fun and excitement illustrated by the picture of two family members enjoying themselves.
The advertisement has been developed to pressure other mothers or women with children to undertake the initiative of attending family themed activities at McDonalds with their husbands and children. This would be effective in enhancing relationships between the couple and more so developing an opportunity for interaction between a father and the child. This advertisement was driven by the need to influence all mothers to bring their families to McDonalds for a variety of healthy sumptuous meals.
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