Running head: CRITICAL ANALYSIS PAPER

Melissa Todd Critical Analysis of Advertisement Kent State University

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There are a number of techniques, strategies, and theories that can be identified when analyzing an effective or ineffective advertisement. In my analysis of The McDonalds new Bacon Clubhouse Sandwich Commercial, I will break down the use of celebrity selling power, heuristic systematic model of persuasion, match-up hypothesis, and the effect that credibility has on this campaign. I will also talk about strategies such as sloganeering, brand personality, and how this type of campaign can influence groups of people into purchasing the new Bacon Clubhouse Sandwich. The general ambience and mood created by this commercial is a feeling of importance and worth. Only the best of the best are considered worthy enough to enter the Clubhouse and eat something as incredible as The Bacon Clubhouse Sandwich. This advertisement creates this mood by allowing viewers to enter its secret club with Lebron James at an undisclosed McDonalds location where athletes such as Alex Morgan, Johnny Manziel, Richard Sherman, and many others are gathered. Using Gass and Seiters definition of persuasion which involves one or more persons engaged in the activity of creating, reinforcing, modifying or extinguishing beliefs, attitudes, intentions, motivations and behaviors within the constraints of a given communication context, we can begin to analyze the persuasive elements of this campaign. This particular McDonalds campaign can be evaluated using the heuristic systematic model (HSM) of persuasion, a two model process that relies on systematic and heuristic cue processing. Heuristic processing relies on mental shortcuts that simplify a thought process. For example, purchasing a burger based on a brand name like McDonalds, a popular fast food restaurant you are already familiar with would be the heuristic cue. The heuristic systematic

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model is useful for explaining and predicting peoples reactions to persuasive messages (Gass & Seiter). This model can be related to mental shortcuts used by McDonalds throughout this commercial such as the special sauce, golden arches, and catchphrase Im lovin it , which relate a product to a brand. Symbols like the golden arches, play an important role in an advertisement because they often impact a persons attitudes. The catchphrase Im lovin it, is an example of sloganeering, a type of persuasion that produces positive associations. Slogans are designed to correlate positive feelings to each product and become embedded into the viewers mind. The setting and plot of the commercial are significant because they create favorable attitudes through the use of image oriented advertising and brand personality. Image-oriented advertising links favorable attitudes, values and lifestyles to a product (Gass, Seiter). McDonalds Bacon Clubhouse Sandwich commercial uses the setting of a secret location where only the best of the best are invited to socialize, share good vibes, and indulge in the Bacon Clubhouse Sandwich. The plot nonchalantly correlates that this lifestyle can be obtained by eating the Bacon Clubhouse Sandwich and that you, a consumer, can be a part of this group by purchasing one. This type of persuasion is called brand personality and establishes favorable connections between consumers who identify themselves with the product. This commercial successfully establishes these favorable connections by selling an image and a lifestyle. The people involved in this commercial are also very important to analyze. Celebrity endorsements have become a common addition to campaigns with roughly one in five commercials featuring a famous person (Gass, Seiter). The match-up hypothesis is important to analyze because it considers if the celebrities used are a good fit for the brand. This specific

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campaign used many celebrity endorsements which can be both effective and ineffective. This depends how an endorsers persona is projected onto the brand. Using celebrities in commercials often creates credibility which is good for brand identity. One strategy for enhancing credibility is emphasizing your similarity to another. Consumers find it easier to identify with sources they perceive as similar to themselves ( Gass, Seiter). This credibility strategy is used throughout the commercial and allows the viewer to feel like they have something in common with the celebrities there by being able to enjoy the same Bacon Clubhouse Sandwich. Celebrity endorsements and credibility is a good thing to have in persuasive advertisements, but can also be a negative component if viewers dislike the celebrity you have chosen. In this commercial Lebron James is the newest celebrity to join McDonalds secret clubhouse. The down side to using celebrities and athletes is that they can sometimes produce mixed feelings and that a persons credibility can change over time. Ohio viewers offended by Lebron James and his decision to leave the Cleveland Cavilers may be against the product he is endorsing solely on the fact that they do not like him. On the other hand Lebron James does have many other fans across the United States that may be influenced by his involvement and those viewers probably make up a larger group of people. To fully analyze this campaign it is important to understand what is being advertised and why it plays a role in American culture and society. Social influence model argues that the fourth and fifth people added to a group have the most impact. This model is based on the idea that is it easier to disagree with one person than it is with two or three people. Society is highly influenced by conformity and the desire to be part of a group which is why this commercial has an impact on the favorable decision to become part of the Bacon Clubhouse Sandwich club.

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Although some initiation processes may be complex, this campaign makes it seems like the club is opening up the doors for anyone to join who is willing to buy the Bacon Clubhouse Sandwich. Giving access to indulge in the new Bacon Clubhouse Sandwich like its fellow celebrity endorsers suggests that the group has value. At the end of the commercial Lebron James vocalizes that everyone should be able enjoy the best of the best, identifying that you could be a part of a group he and many other athletes are members of. The notion of identification is important because the more a person identifies with a group, the more power the group has to influence (Gass, Seiter). Without consciously knowing it the people you admire, like the athletes in this commercial have a strong impact on you. The item in this advertisement isnt just another sandwich, it is a Bacon Clubhouse Sandwich that tons of athletes eat in a secret underground club where you can enjoy the lifestyle of the rich and famous, just like them.

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References

Gass, R. H., & Seiter, J. S. (2011). Persuasion, social influence & compliance gaining. Boston, MA: Allyn and Bacon