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McDonalds Advertisement

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on 4 November 2016

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Transcript of McDonalds Advertisement

McDonalds Advertisement
Introduction
About McDonalds
Advertisement for Adults
Advertisement for Teenagers
Advertisement for Children
Comparison & Conclusion
McDonalds was founded on May
14, 1940 in California.
The founders of McDonalds
are Richard and Maurice
McDonald, and businessman Ray
Kroc
McDonalds sold 10 million of
their burgers in 1958
Became extremely famous
and internationally well-known,
opening their chain stores in 119
different countries.
Right now, they have 35,000+ stores
WORLDWIDE

McDonalds is now the world's largest chain of hamburger fast food restaurant.
It targets people of all ages - and so does its advertisements.
Adults
Children
Teenagers
How do they vary?
What techniques do they use?
What effects does it bring?
"Working together" to make your day better
SUMMARY
Shows the day from morning to night
Shows how the McDonalds workers cooperate with each other to provide us with McDonalds.
Everyone is enjoying their time and McDonalds
Targeted Audience: Adults
Take a break from your workplaces
Enjoy McDonalds!
Makes your day better.
TECHNIQUES USED IN THE ADVERTISEMENT
1. Plain Folks
Only features ordinary people
No celebrities
All different races
2. No Humor
Not a funny advertisement
No conversations
3. Transfer
Smiles - laughs (positive image)
Transfers on to the brand image
SOUND
No conversations
Concentrate on them working together

Only background music
CHEERY & HAPPY

Natural noises
Familiar
Gives a sense of nostalgia
Some action noises are emphasized
Mostly muted (even though it seems very busy)

DROPPING THE ICE CREAM
Soft and Subtle sound
COPY
Only one sentence throughout the advertisement.
Shown at the end - sums it up & gives a lasting impression
Reinforcement
Visual images was used in more heavily
WHY DOES THIS TARGET ADULTS?
Adults tend to be more serious - no humor used
Very calm advertisement - constant message reinforced through different situation
Sound effects
Very relatable and familiar
The facial expression of the people
Busy ---- but they seem happy
relates to them in their workplaces
SUMMARY & CONTEXT
LEBRON JAMES
DWIGHT HOWARD
famous basketball players
An idol / role model of teenage boys
Broadcasted before the kickoff of Super Bowl XLIV
Featured: NBA stars Dwight Howard and LeBron James
Remake of iconic 1993 Super Bowl commercial "The Showdown"
Michael Jordan and Larry Bird in trick-shot competition for a Big Mac and fries.
Titled "Check This"
James against Howard, take on the battle for a Big Mac.
Features the reappearance of Larry Bird.
ADVERTISING TECHNIQUES USED
Celebrity Endorsement
Sex Appeal
Humor
Uses Lebron James and Dwight Howard
Idol for teenage boys who are interested in Basketball
They eat McDonalds, so should you!
Fit, muscular, strong, good looking, healthy man
Lures teenagers to think that they would be the same
Re-features Larry Bird who was in the original version of the ad.
Unexpected - makes it more memorable
Camera Angles
-> Long Shot, High angle
In the beginning of the advertisement
-> Middle Shot, Flat Angle
Hand-held camera
More involvement with the advertisement
Middle Shot, Eye-Level ->
When they are talking - makes it feel like you are there.
Language
Verbal:
Written:
Conversation between the two players
NEVER involves the audience
Makes the competition seem real, as though they are having a real conversation
Colloquial, everyday language & Some technical language
Appeals more to teenagers -- seems more realistic
At the end of advertisement - McDonalds Logo & Slogan
Final Impression
Camera Angles
-> Eye-level, medium shot
Feels as though you are watching them in the scene
High level, Bird's eye view ->
Shows how busy they are
<- Close up shot, Fish eye
Happy expressions of them enjoying food

CONTEXT & SUMMARY
Happy Meal - The Peanuts Movie Toys Commercial
Celebrating the release of "The Peanuts Movie" in theaters.
McDonald's is celebrating with toys from "The Peanuts Movie" included in Happy Meals.
Target Audience: Kids (Happy Meal, Peanuts Movie)
ADVERTISING TECHNIQUES
CELEBRITIES
BANDWAGON
TRANSFER
Using snoopy - famous cartoon character
Giving out snoopy toys with happy meal
"He has it, I want it too!"
Happy image -> McDonalds
"Jump into the fun!"
"FUN" is only in McDonalds
CAMERA MOVEMENT - HANDHELD
FILM TECHNIQUES
Language
"You can jump in to the fun!"
"The peanuts gang is at McDonalds!"
"You can get an awesome toy from the peanuts movie"
Sound
Cheery Music
Laughing
Excited Tone
Visuals
"You can jump in to the fun!"
"You can get an awesome toy from
the peanuts movie!"
"The peanuts gang is at McDonalds!"
CHILDREN
TEENAGERS
ADULTS
No Humor used
Relatable
No celebrities - plain folks
McDonalds seems like a place that can make your day better
Use of "cool, popular" celebrities
Humorous
Colloquial language (more approachable)
"Even my idol enjoys McDonald, I want to have some too!"
Easy-to-understand English
Visuals go along with words
Using characters (cartoons) to interest them
Using toys to attract them
WHY DOES THIS TARGET CHILDREN?
WHY DOES THIS TARGET TEENAGERS?
Full transcript