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Essay / Research Paper Abstract
This 4 page paper is an analysis of a television advertisement broadcast by McDonald's, targeting families, examining the messages which are being sent regarding issues such as perceptions, values, assumptions, beliefs and expectations. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEMcDadv.rtf
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Unformatted sample text from the term paper:
they believe need to be present to increase awareness and stimulate a purchase (Hooley et al, 2004). Where there is a good that is being marketed for repeat sales,
such as food, then the development of a Pavlovian response may also be desirable, many examples exist of marketers seeking to solicit a condition reaction, such as with the well
known Coca-Cola shhhh noise with the opening of a bottle, to stimulate thirst and the desire for a coke (KOtler and Keller, 2008). However, many other firms may seek to
create conditioned responses that peal to emotions and values by sending messages that will appeal to individual perceptions and create the desire. McDonalds, the well known fast food chain have
different advertisement that target different segments of the market. One segment is families, this support the selling to children, and on the long term it may be argued regular visits
by children to the restaurant may serve as a parent supprted condition to support longer term sales. Looking at an advertisement for the chain, which was aired in Australia
(available on you tube1) the way that it seeks to appeal to parents and the perceptions of parents and their desires for their family are easily apparent.
The McDonalds family brand advertisement starts with an image of family life, with a mother, father and young child. It appears it is a Saturday
or Sunday morning, and the parents take the young boy to a football match. A gentle, nonintrusive soundtrack plays in the background as idealistic images of family togetherness are shown,
with a happy boy playing football. After the football game ends the parents tell another parent that they are taking their son to maccas, where there are shown entering
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