1 P1 Analysis of Print Advert
McDonalds is confident in it’s “exquisite taste” and in how it is the “fast food chain that cares”
and cannot wait for its customers to visit them so that their cheeseburgers could “care for them”.
This analysis will explore the features of this particular print advert for McDonalds.
The purpose of this advert is to firstly inform the public regarding the re-opening of their fast
food chain post the quarantine period of a pandemic and is further to reassure the customers of
the chain that they as a restaurant feel for them and want to provide them with a sense of
normalcy and comfort by telling them that they care, yet, want them to be safe by taking social
distancing measures; through this, they are able to sell their business even during a dry period.
The context of this advert is a pandemic, during which many fast food chains probably had to
shut down for a certain period of time in order to reduce the rate of spread of a virus. The advert
showcases a famous fast food chain announcing that they are finally open, however, with “social
distancing” measures. Furthermore, the target audience of this advert could be those that have
been longing for McDonalds’ “exquisite taste” through the quarantine period and this can be
identified through the text in the advert that speaks directly to those that have been longing for
their food: “Come on down and get the exquisite taste you’ve been longing for in quarantine!”.
However, this statement also shows how confident the fast food chain is in the positive response
that the taste of their food has given them which could also tend to lure those that haven’t
particularly been fans of the McDonalds chain to try their food now.
I believe that the tone of this advert is persuasive, as it is constantly talking about how
McDonalds and their food items are “there for” the customer even during the pandemic and also
talks about how McDonalds cares for their customers. Additionally, it even persuades the
audience to believe that since they probably have been longing for McDonalds during the
quarantine period of the pandemic, they might as well go and purchase their food now that they
are open. The mood of this advert is relieving considering the context of a pandemic as this
advert is hopeful towards pursuing everyday activities or seeing a more colorful and active world
post the quarantine period.
Additionally, the graphology in the text that discusses how one’s “cheeseburger is always there”
for them is loud along with the text that discusses how McDonalds is open with social distancing
measures. This information was made loud to catch the readers eye in order to make sure that the
message of McDonalds being open, with social distancing measures, was clear. If we move down
to the text that discusses the taste of the McDonalds burger, we can see that the graphology isn’t
as bold as the ones above as the information, considering the context of the pandemic, perhaps
isn’t as important as the ones above. The text at the bottom that states how McDonalds is the
“fast food chain that cares…” is smaller than all the other texts, however, it is still bold and even
underlined; this could portray how that statement is controversial and is competitive in nature
towards other fast food chains, however, it is still bold and underlined as it is promising to the
customers.
2 P1 Analysis of Print Advert
According to me, the tone of this advert is persuasive, as it is constantly talking about how
McDonalds and their food items are “there for” the customer even during the pandemic and also
talks about how McDonalds cares for their customers. Additionally, it even persuades the
audience to believe that since they probably have been longing for McDonalds during the
quarantine period of the pandemic, they might as well go and purchase their food now that they
are open. The mood of this advert is relieving considering the context of a pandemic as this
advert is hopeful towards pursuing everyday activities or seeing a more colorful and active world
post the quarantine period.
The diction used is ordinary yet passionate as the choice of words may be simple, however, when
read, one can tell that the fast food chain is extremely confident and passionate about how their
chain “cares” and has “exquisite taste” while also claiming that the audience has been longing
for their food during the quarantine period. There is a very obvious presence of emotional appeal
in this advert, not through imagery, but through the choice of words; this advert constantly
discusses how the fast food chain cares about its customers and is there for them “even during a
pandemic”. This evokes a sense of reassurance in the viewer.
The color yellow is dominant in this advert which gives it a joyous aura while being bright
enough to catch the viewers attention. The bright and colorful image of the burger, that too, right
in the center of the advert, tends to evoke temptation in the viewer, luring them towards the
advert even more.
