Job Advertisement

Analysis
FACULTY GUIDE:
Dr. SASMITA MISRA.

SUBMMITED BY:
SHIVRAJ MOHITE
SAP ID: 80303160082
DIVISION:B
9/27/2016

MAGNIFIED BOTTOM OF THE AD PAGE:

Questions to be discussed:
1. What are the key messages expressed in the advertisement or job
announcement?
2. Are aspects of the consumer brand mentioned or conveyed? If so,
how?
3. How does the advertisement communicate what it is like to work at
that organization?
4. Would this job announcement appeal to the types of employees the
organization is seeking? Why or why not?
5. What recommendations would you have to improve the appeal to
qualified candidates?
Answers:
"We don't hire Turks, Greeks, Poles, Indians, Ethiopians, Vietnamese, Chinese
or Peruvians" - The headline grabs your attention as it is a bold statement as it
infers racial inequality and that McDonald's will not hire these individuals based
only on their nationality. Not only is this illegal, it is morally wrong. The reader
of the advert, shocked by this statement automatically looks for some form of
justification to rationalise the statement as it is hard to believe that a large
corporation such as McDonald's would be so harsh. The viewer then looks for

more information in an attempt to understand the advert; he is then forced to

read the small copy at the bottom of the page.
"Nor Swedes, South Koreans and Norwegians. We hire individuals. We don't
care what your surname is. Because ambition and determination have nothing to
do with your nationality".....
The paragraph at bottom provides the explanation that the viewer seeks. It
rationalises the advertisement by giving a surprise turn without changing the
tone. The line "We hire individuals" is the hook. At that moment, the viewer
realising that his original understanding of the headline was flawed. It gives a
feeling of relief, as you realise that you have been fooled. This is such a strong
message as it hits right where it hurts. McDonald's are touching on subjects that
is very sensitive and can go badly wrong however they have used this to their
advantage. They have used a topical issue to build their brand image and
associate ideas and feelings such as equality, unity and ambition. They have
used a topic that normally divides people, nations and races to their advantage
by giving such a unifying feeling. A very well thought out concept with genuine
intellectual merit.
RECOMMENDATIONS:
As we discussed it conveys a strong message against the racism and give the
glimpse of workplace environment and the brand value of McDonalds but it
does not give any information about the other basic qualities required for the job
profile. Hence if they end the Ad by giving the info regarding what they expect
from the candidates instead of their origin then it will make more impact.