Assignment 2 Advertisement Analysis

Topics: Woman, Gradient, Female Pages: 6 (2058 words) Published: October 28, 2010




`McDonalds Advertisement Analysis3
Dolce & Gabbana Advertisement Analysis4
Givenchy Perfume Ange Ou Demon Advertisement Analysis6

McDonalds Advertisement Analysis

McDonalds’ advertisements are everywhere. The advertisements are on TV, radio, and in magazines. It is nearly impossible to go one day without seeing one. The company spends millions of dollars on advertising their product each and every year to a number of different target audiences. In this advertisement McDonalds is advertising one of the value meals on their menu. The target audience that McDonalds is aiming the advertisement to is middle to upper-class people. It is very effective because it shows that the high class restaurants do not give people the quantity of food that they are paying for. The main feature of the advertisement is a man in a nice restaurant looking at his small portioned meal in disgust. In the bottom of the picture there is a larger portioned meal from McDonalds which is more food for only a fraction of the cost of the meal in the restaurant.

The advertisement consists of a middle aged man sitting in a restaurant. On the table is the silverware arranged neatly on the table and a flower. Also in the photograph is a waitress bringing out an exquisite plate of food to the table. It is obviously a formal restaurant. The man is wearing a suit which leads one to believe he is a middle or upper class individual. The man has a dissatisfied look on his face. He is obviously not happy with the amount of food that was brought to him. Considering he is in a fancy restaurant, he probably paid an unreasonable amount of money for the small amount of food. In the bottom of the picture is a value meal from the McDonalds menu. When compared to the food on the man’s plate, the McDonalds meal looks like a great deal of food. The value meal is more than likely less expensive than the meal offered at the restaurant. This sends the message to the viewer that McDonalds offers a larger quantity of food for less money than one can find at a nice restaurant. In the bottom of the advertisement are the words, “Remain calm, I think there’s a McDonalds on the way home.” This is an extremely important part of the advertisement because it is reminding people that wherever you are there is more than likely a McDonald’s right around the corner.

The image is a medium perspective and from the front view perspective angle. Although these perspectives normally emphasize the subject, the setting is one of the most important aspects of the advertisement. Without the setting of the nice restaurant, McDonalds would not be able to lure people away from eating at fancy restaurants. There is a very strong rhetorical effect in the McDonalds advertisement. In the advertisement, the man is wearing a suit which leads the viewer to believe that he is a man with a high income. Money is not a problem to this person, but he still wishes to eat the reasonably priced food that the McDonalds menu has to offer. The target audience is middle and upper-class people who feel that they are too sophisticated to eat from the reasonably priced McDonalds menu. The message McDonalds is sending to these people is that just because you have a high income does not mean that a McDonald’s value meal cannot satisfy you as much as eating at a nice restaurant. After analyzing the image, I have concluded that McDonalds has created yet another extremely effective advertisement. It shows that upper-class people eating in nice restaurants are not getting the food that they are paying for. The advertisement also sends the message that even the upper-class wants the quantity of food that the McDonalds menu has to offer. Although the advertisement is very effective, it also has a very unethical nature.

Dolce & Gabbana Advertisement Analysis


This Dolce & Gabbana advertisement shown above is a perfect depiction that aggression...
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