Advertisement Analysis

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Advertisement Analysis – McDonald’s Spice & Ice

The Claim

The claim of the advertisement is that customers will be able to enjoy the spiciness of the Spicy Chicken McDeluxe while enjoying the coolness of the McFloat. This allows the customers to taste the best of both worlds in one meal.

The Support

The support of the claim would be the components of the meal. The main attention of the meal would be the Spicy Chicken McDeluxe which consists of a whole chicken thigh marinated with aromatic spices and topped with lettuce and special sauce. To compliment with the meal, there is the limited edition BBQ McShaker Fries that comes with every large meal. Customers will be given a bag where they will be able to pour the fries and the BBQ seasoning into it and shake it. While having and enjoying the burger and fries, customers can also enjoy the new limited edition McFloat which consists of ice cream sundae topped on a cup of iced coca cola.

The Assumption

The assumption of the advertisement is that the people (customers) like the combination of hot and cold together. After having a spicy meal, people often opt for a cool drink or dessert to cool down their palette. Therefore, the assumption is that hot and cold together make a perfect combination for a meal as customers like it.

The Ethos and Pathos

The brand itself is the credibility for the ad to persuade the target audience. McDonald’s Malaysia has been around for 30 years and with their mission and vision, they are aiming to be the customers’ favorite place and way to eat. Other than that, with their slogan in the advertisement “I’m lovin’ it”, they are proving and spreading the message to its customers while persuading them that McDonald’s new limited edition meal is the new way to enjoy the meal.

Other than the brand itself, the advertisement also uses emotion in order to persuade the customers. McDonald’s Malaysia has always been coming out with their limited edition meals in the...
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