Jon Grimm June Coffee Final Advertising Project 5-2-2013 McDonalds exists as the largest fast food chain

in the world, with over 34,000 locations worldwide in over 119 countries (McDonald's). Estimates suggest the company sells more than 75 hamburgers every second (Lubin & Badkar, 2012). The franchise has been diffused into cultures all over the world, and recognized as one of the best-known symbols of culture worldwide. In fact, McDonalds golden arches are recognized more than the Christian cross, with research finding 88 percent of people able to identify the McDonalds logo and only 54 percent able to identify the cross. As well as being the current leader in the fast food industry, McDonalds also remains as one of the top spenders in advertising, spending over one billion dollars annually (Austin, 2012). The origins of McDonalds can be traced back to 1940, in which Dick and Mac McDonald opened the first McDonalds restaurant in San Bernardino, California, serving as a drive-in barbeque with car hop service. After 3 months of renovations, the location was reopened in 1948 with a new menu, with the 15 cent hamburger serving as the main staple. In 1954, the McDonald brothers partnered with franchising agent Ray Kroc, who opened the first franchised McDonalds operation in 1955, located in Des Plaines, Illinois. The proto-type golden arches and red and white tiles of the location would be what would come to define the look of McDonalds around the world in the years to come. By 1959, the franchise had sold over 100 million hamburgers and opened 100 restaurants, with the 500 mark reached in 1963. The year 1966 saw the very first McDonalds television ad, featuring the first appearance of Ronald McDonald, riding a flying hamburger. The ad received 35 one minute color spots on the CBS and NBC networks. Ronalds appearance at the 1966 Macys Thanksgiving Parade gained the franchise massive exposure and proved Ronald to be a hit huge hit with audiences. In the

Jon Grimm June Coffee Final Advertising Project 5-2-2013 following year, McDonalds expanded itself to into an international presence, opening restaurants in Canada and Puerto Rico. In 1969, the face of McDonalds received a makeover. The golden arches were redesigned into the well-known M shape seen today, with less emphasis on the classic red and white colors that had come to represent McDonalds thus far. Through years of changes and growth, McDonalds had opened stores in 119 countries in 2011 (McDonald's Corporation). In 1971, McDonalds launched the You Deserve a Break campaign (McDonald's Corporation). The first ad in the series featured a McDonalds crew cleaning the restaurant as they sing about its cleanliness, also saying the customer deserves a break, and to get away at McDonalds (This ad can be seen at: http://www.youtube.com/watch?v=XKR1ScQUpcA). At the time of this ad campaigns debut, the US economy was experiencing a recession. With the Vietnam War coming to a close, problems such as energy shortage, high inflation and high unemployment plagued the nation. The campaign continued through the decade, stressing the fact that McDonalds can give the customer, as well as their dollar, a well-deserved break. Due to changing economic conditions, the Cleaning Crew ad was produced inexpensively, yet remained very memorable and effective. The ad relies heavily on the central route of cognitive theory, persuading the audience based on the fact that the restaurant is both very clean and also inexpensive. The ad entices the consumer to make a decision to purchase based on these simple facts, and relies less on emotion and brand image. Additionally, the ad utilizes Aristotles persuasive appeal of logos. According to the ad, choosing to eat at McDonalds is the logical decision, as it holds high standards of cleanliness at an affordable price.

Jon Grimm June Coffee Final Advertising Project 5-2-2013 McDonalds has many advertisements that are shown daily. Current advertisements have been promoting most of McDonalds new items like the Premium McWrap and the Fish McBites. Each item has been advertised sufficiently whether they are seen on billboards, commercials, print ads, etc. One particular Fish McBites commercial personifies the product. In the commercial, the McBite stands near a boom box, and starts singing the original Fishy Fishy song previously seen in older commercials, while dancing (this ad can be found at: http://www.youtube.com/watch?v=HKmZhfRmtng&NR=1&feature=fvwp) . This commercial is interesting and entertaining because it brings back a familiar song to the consumers and gives them a humorous advertisement to watch. This commercial also sparks interest for the consumer to try the new product. The website presented for McDonalds displays many of its new promotions, the biggest promotion being the new Premium McWraps. There is a link dedicated specifically to this new product. The consumer is able to explore the world of McWraps by navigating through the page. The different flavors are displayed as well as the ingredients and nutritious value for each type of McWrap (this page can be found at: http://www.mcdonalds.com/us/en/promotions/premium_mcwrap.html). The advertisements seen for both products have been very different. Fish McBites are seen as more of an entertaining product. The target audience assumed for this product ranges from high school to college students because of its creativity in sparking the consumers interest through entertainment. McWraps are advertised as a more sophisticated product that would fit the lives of college students or business professionals. It is advertised as a snack on the go, and something that can be consumed easily without taking much time out of a persons tight schedule.

Jon Grimm June Coffee Final Advertising Project 5-2-2013 The power idea of each ad is to create interest in the consumer. Although both advertisements are different, they are able to make the consumer want to try the product whether it is because its humor or the facts displayed about the products fresh ingredients. The unique selling proposition of the Fish McBites commercial is the personification of the McBite itself. Giving the product personality enhances the chances of the products revenue because it allows viewers of the commercial to see a more humorous side, creating a relaxed connection of the product and the consumer. The unique selling proposition for the premium McWraps is the page made specifically for this product. McDonalds has always used its creativity to connect to its consumers. The exploration of the McWrap page gives the viewers all information needed to decide whether the McWrap is right for them. The media class for the Fish McBites ad is television, with the vehicle being the commercial itself. The McWraps media is the Internet, with media subclass being the McDonalds website and the vehicle being the page dedicated to the promotion of the product. As far as verbal and nonverbal messages are concerned, each ad chosen displays more nonverbal messages than verbal. The McWrap promotion page is an excellent example because it displays colorful pictures and animation, as well as relaxing music to appeal to its audiences. Within these appealing images, there is information about the McWraps. The only verbal message that is displayed is the song featured in the Fish McBites commercial. This appeals well to the audience watching because again, it is a familiar jingle that the viewers can easily relate to. McDonalds is a company that has been flourishing in business for many years because the consumer has developed a sense of trust in the company. No matter what new product is produced, there will be a significant amount of consumers that will try it; brand loyalty has been

Jon Grimm June Coffee Final Advertising Project 5-2-2013 developed. Because of this, the use of the peripheral route of persuasion has helped create this success. The creativity that stems from each advertisement increases consumer interest, and loyalty developed based on that interest, ultimately contributing to most of McDonalds success. Another theory used to persuade consumers is the use of ethos. With both advertisements, the consumer is gaining information from a valuable source concerning the food that is produced in McDonalds franchises. After exploring the main site for McDonalds, it is easier to understand why this company has been successful for so long. The website includes the entire McDonalds menu, history about the company, what the company stands for, community service campaigns, careers and services, promotional advertisements, coupon offers, and links to their international websites which is exceptionally effective. Any question a consumer may inquire can easily be answered, simply by navigating through the website. There is an overview of McDonalds history and values and the importance of McDonalds image being a neighbor to its global community (Krock). McDonalds clearly wants to keep a good relationship with the consumer, giving them as much information needed to gain trust from the company. McDonalds has also taken new routes of approach by creating McDonalds applications that include navigation systems. These applications can easily be downloaded to any smartphone. This helps consumers make orders and find the nearest McDonalds to their current locations. For a future McDonalds advertisement, the company could change its strategy in order to reach even more prospective consumers. This strategy will focus on reinforcing the fact that McDonalds provides healthier options than its traditional menu of burgers and fries. The objective is to promote healthier options so that more customers will purchase McDonalds food

Jon Grimm June Coffee Final Advertising Project 5-2-2013 items. The target audience will consist of middle class suburban professionals aged 25-35. Currently, this audience views McDonalds and its menu items as unhealthy and unattractive. The new ad will aim to change the perception of the menu from unhealthy to healthy. The ad will show off the low-calorie menu items McDonalds has to offer, highlighting the benefits of living healthier. The underlying message of the ad is to change the way you live, addressing both a change in healthier change in lifestyle, as well encouraging as a change in perception of the company. Overall, McDonalds has been highly successful in its advertising campaigns. Ads over the decades have not only been successful in generating awareness and increasing sales for the company, but have also diffused the establishment in cultures all over the world. The best way for McDonalds to continue this trend of success is to stay creative in its strategies and continue to keep integrity for its brand. With its rich history in advertising, McDonalds has been an interesting subject to research and analyze. By utilizing the tool of advertising so well, McDonalds has become more than just a fast food restaurant. Taking a look back in time to analyze McDonalds strategies and ads through the years can be a great benefit for any advertising professional, in that it exemplifies the very definition of successful advertising.

Jon Grimm June Coffee Final Advertising Project 5-2-2013 Works Cited Austin, C. (2012, November 11). The billionaires' club: Only 36 companies have $1,000 millionplus ad budgets. Retrieved from http://www.businessinsider.com/the-35-companies-thatspent-1-billion-on-ads-in-2011-2012-11?op=1 Krock, R. (n.d.). Retrieved from http://www.mcdonalds.com/us/en/our_story/values_in_action.html Lubin, G., & Badkar, M. (2012, December 7). 17 facts about mcdonald's that will blow your mind. Retrieved from http://finance.yahoo.com/news/17-facts-about-mcdonald-s-thatwill-blow-your-mind-210043704.html McDonald's. (n.d.). Retrieved from http://www.aboutmcdonalds.com/mcd/our_company.html McDonald's Corporation. (n.d.). Retrieved from http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_history_timeline.html