Manipulative Rhetoric at McDonalds
Spencer Tucker
Rhetoric
8 September 2014
Analysis of Manipulative Rhetoric at McDonald’s Restaurants
McDonald’s is generally regarded as one of the most popular—and controversial—fast food chains on the planet. But, despite the controversy surrounding the chain, millions of people eat at McDonald’s restaurants every day. Why do people continue eat at McDonald’s despite the negative publicity? Surely they’ve heard the horror stories behind the McNugget. Conventional wisdom suggests that low prices and tasty food keep people coming back. I believe, however, that communication is key to much of McDonald’s success. McDonalds uses different rhetorical elements inside its restaurants to effectively commutate with customers. To determine what those elements are, I paid a visit to a McDonald’s myself, aiming to uncover the secret to their success.
The most prominent element of the McDonald’s I went to (and most others I think) is the color scheme—red and yellow—which most of us have come to associate with the Golden Arches. The first thing to note about the colors is that they’re bright and eye-catching. The second thing to note is where the colors are inside of the restaurant. In the restaurant I went to, red and yellow were especially appreciable on the order counter and around the menu, making them stand out from the rest of the restaurant. The seating area is significantly less colorful. I believe the placement of these colors is a tactic to draw a person’s attention directly to the menu upon entering the restaurant.
The menu itself is also a rhetorical device. The way food is presented on the menu is with pictures, not descriptions. I think it’s much more convenient for a customer to just see what he’s ordering and know what he’s getting as opposed to reading a description of a Big Mac. Moreover, most items, the Big Mac for example, are presented as “Extra Value” or combo meals, which include fries and a drink in addition to the sandwich.
Rhetoric
8 September 2014
Analysis of Manipulative Rhetoric at McDonald’s Restaurants
McDonald’s is generally regarded as one of the most popular—and controversial—fast food chains on the planet. But, despite the controversy surrounding the chain, millions of people eat at McDonald’s restaurants every day. Why do people continue eat at McDonald’s despite the negative publicity? Surely they’ve heard the horror stories behind the McNugget. Conventional wisdom suggests that low prices and tasty food keep people coming back. I believe, however, that communication is key to much of McDonald’s success. McDonalds uses different rhetorical elements inside its restaurants to effectively commutate with customers. To determine what those elements are, I paid a visit to a McDonald’s myself, aiming to uncover the secret to their success.
The most prominent element of the McDonald’s I went to (and most others I think) is the color scheme—red and yellow—which most of us have come to associate with the Golden Arches. The first thing to note about the colors is that they’re bright and eye-catching. The second thing to note is where the colors are inside of the restaurant. In the restaurant I went to, red and yellow were especially appreciable on the order counter and around the menu, making them stand out from the rest of the restaurant. The seating area is significantly less colorful. I believe the placement of these colors is a tactic to draw a person’s attention directly to the menu upon entering the restaurant.
The menu itself is also a rhetorical device. The way food is presented on the menu is with pictures, not descriptions. I think it’s much more convenient for a customer to just see what he’s ordering and know what he’s getting as opposed to reading a description of a Big Mac. Moreover, most items, the Big Mac for example, are presented as “Extra Value” or combo meals, which include fries and a drink in addition to the sandwich.