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Media Presentation And Advertising

"Media Presentation and Advertising"
In today’s world of technology we are constantly bombarded with advertisements in the media. This advertising comes via television, radio, internet, billboard, and even the sides of buses or motor vehicles. Companies are targeting every age group, race, and gender regardless of whether it is ethical to do so or not. One business that has been at the forefront of appealing to the masses through advertising is the fast food chain McDonald’s. They have used a variety of slogans during their many years in existence as well as visual aids such as the golden arches and Ronald McDonald to appeal to the public in both auditory and visual ways. This project will explore McDonald’s slogan appeals, packaging and promotional advertisements in the past as well as the present. However the focus of this essay will be on McDonald’s current advertising campaign, “Eat Smart and Be Active”, why McDonald’s chose this approach and its impact on today’s society.
In America’s ever changing culture it is essential for a company to change their advertising campaign. McDonald’s series of slogans is a prime example of this constant evolution, but also of sticking with what works. Their past slogans include, “You Deserve a Break Today (1971); Nobody Can Do It Like McDonald’s Can (1979); You Deserve a Break Today (1980&81); It’s a Good Time for the Great Taste of McDonald’s (1984); Have You Had Your Break Today? (1995); We Love to See You Smile (2000); I’m Lovin’ It (2003)” (McDonald’s Marketing). Please note that the 1980 &1981 slogan, “You Deserve a Break Today”, is a renewal of the 1971 slogan and the 1995 slogan “Have You Had Your Break Today?” is very similar in context to the two previous ones. This particular advertising campaign has been brought back into the spotlight three times because it appeals to the masses of overworked individuals of today’s society and obviously those of the past as well.
Another marketing technique which...