• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

McDonalds Media Coursework

Extracts from this document...

Introduction

English The aim of this assignment is to take a look at the hugely successful media campaign launched by McDonalds in the UK in 1974. We will be considering the techniques employed by 'maccy dees' We will be studying the use of language, illustrations and graphics. We will also be taking a look at the demographic profiling. Many of McDonald's successful advertisements are aimed at children for one reason. Pester Power- by targeting children in their media campaigns, McDonalds are able to "get children on their side." The kids nag until they get what they want, in this case, a McDonalds. When McDonalds first commenced their media campaign it was the brightly coloured happy figure of Ronald McDonald, this was done in cartoon form and showed Ronald successfully combating his enemies, 'the hamburglers'. This in effect was saying that only McDonalds are the real thing and so putting down other burger establishments such as Wimpy. The adverts were shown in the breaks between children's television programmes, thus ensuring target audience saturation. The wording used in the adverts is carefully orchestrated and always very emotive, the McDonalds logo of 'I'm lovin' it', children don't just get a meal in a box, they get a 'happy meal' therefore implying that McDonalds is a fun place to be, Interesting to note is that Ronald McDonald is obviously an adult male. ...read more.

Middle

In 2004 A documentary was made by Morgan Spurlock which was called 'supersize me'. This was an experiment to see just how much weight would be gained and how detrimental to his health it would be if the reporter ate only McDonalds for a period of one month or 31 days. In 2007 two American women went to the high court and launched an unsuccessful lawsuit against McDonalds claiming that it was their fault they were obese. Obviously the media were quick to report this and as such lots of debates followed, some making fun and some taking it seriously. What this did is to catapult the growing concern of obesity, childhood obesity included into the headlines. The instantaneous response from McDonalds was a change in their offering with the Happy meal with which they released adverts regarding fruit bags and milk and extolling the virtues of five fruit and veg a day and how good calcium is. With the adult population they marketed the mcsalad as a healthy alternative to the burger and fries. They also went as far as to advertise the fact that they were changing the food wrappings to help weight control by adding calorific values along with saturated fat content for all to see and read. This, in a round about way was saying that people had a choice to eat healthy but they could still eat healthy at McDonalds. ...read more.

Conclusion

On the McDonalds website they are advertising they have opened a restaurant in a bowling alley and have more plans to open outlets in supermarkets. They cover every possible market place from business people with the convenience of the 'drive thru' so people can eat in their car without having to stop any length of time for lunch. With the teenage market that frequent entertainment parks for the cinemas and other attractions, they market their food at incredibly low prices with poundsaver menus which makes it affordable for pocket money, as if this wasn't attractive enough for teenagers and business people alike, they advertise free wireless connection to the internet. Families with young children who enjoy the facilities of shopping areas or large supermarkets, such as the convenient free parking and everything under one roof or in one area, to them McDonalds can be a way of treating the youngsters for good behaviour, again the prices are kept low enough for everyone's budget, a happy meal costs as little as �1.99 so parents wouldn't think twice about buying them. Obviously food shopping is a necessity and cannot be undertaken usually without taking pre-school children with them and the well known big yellow arches are visible from miles away. With the high saturation of McDonalds in tourist areas such as London, they are aiming at the tourists themselves who feel comfortable eating something they know or ordering something they understand. It's the equivalent to a universal language. McDonalds cannot be escaped from. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. My business strategy - computer shop.

    These are laws that are passed by the government to help protect people, and the local area or country. In the UK there are also laws that protect the consumer, this is because it is easy for the customer to be mislead.

  2. This project requires me to produce a imaginary business

    cheap television or videos which I should be able to sell to them as well as the more expensive models. How to price? This is very important as you must decide how to price your products. There are six main ways of pricing your products: Cost plus pricing- This is

  1. Response to Media Texts Coursework

    However Levis didn't predict what sort of impact this commercial campaign would bring to the population of teenagers. The result was massive, the number of Button Fly 501's sold in 1987 was over 20 times that of 1984, due to this break through in commercial advertising.

  2. The advertisements I intend looking at in my coursework are to do with food ...

    The slogan basically promotes the product; the line under the product has been used to put a little humour into the advertisement. The effect the advertisement has on the viewer is that the pictures are very tempting and it is very eye catching especially for little children, and it is a solution to most middle age obesity crises.

  1. GCSE English Coursework

    On top of the advert it says " 2 for �16". This is persuasive because they have been offered a deal, which may be well good. The background of the advert is red. This advert is not very eye-catching. It has not got much media effects this is because the atmosphere doesn't make you want to look at the advert.

  2. Advertising and Marketing Assignment

    The position of the car on the page is near the bottom, but is parked at an angle and shows a majority of the back of the car. The cars body is smooth and has many curves this could also reflect a woman's body.

  1. Customer Behaviour

    In this case the product is a Mercedes' Benz car. Everything is happening so quickly that in this day and age Consumers are called the " King" and marketers are influenced to keep the King happy, as a servant

  2. What is the most affective form of media?

    There is also the use of science when it shows a strand of hair, and it says, 'It has Nutri Cerimide R', which sounds impressive so you want to buy it. There is also a possible use of sex appeal when she flicks her hair and pouts!

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work