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Essay / Research Paper Abstract
A 3 page paper answering two questions, one regarding the visual aspects of McDonald’s “I’m Lovin’ It” campaign; the other assessing how well McDonald’s is dealing with its corporate image since replacing Kobe Bryant with Yao Ming. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgMcDvis.rtf
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Unformatted sample text from the term paper:
example only! The student must cite as a source in the writing of their own paper, and may not plagiarize any of the material offered in
this work. 1. Corporate communications. What media does McDonalds use to communicate its visual identity? Identify the common elements used across different media. "Sometimes
we have mishaps - you just overcome and adapt to setbacks." The "Im Lovin It" campaign combines images of people of all colors and in all types of settings,
though city scenes dominate the visual images the commercial offers. The collage of clips provides a variety of images that McDonalds can pull out to use individually on tray
liners; food containers; carryout paper bags; electronic marquees; television commercials; in-store banners; and virtually anywhere else that McDonalds marketers can think to place the images.
As was the case with the "We love to make you smile" campaign of a few years ago, the primary commercial spot of the "Im Lovin It" campaign
serves as a repository for a wealth of images that the company can use separately across all forms of visual media such as those forms listed above plus newspapers, magazines
and MTV. The repetition reinforces the primary message, but other images can be added at a later time and still have the effect of reinforcing the primary commercial -
and thus the primary message. Among the common elements used across media are fun and movement, and the message that sometimes things simply
do not work out as intended. The man sitting in his red sports car is an example: he makes positive eye contact with another motorist in whom he has
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