The Advertisement by McDonald's
The advertisement in consideration is a video created by McDonald's; a fast food company located in America. In the advert, the menu consists of $1, $2, and $3 foods. It shows a man approaching a counter at McDonald's while in the background the dollar menu is being advertised. After that more information on the list is provided (McDonald's Ad 2018 - (USA), 2018). For $3 one can get a triple cheeseburger, a classic chicken sandwich, sausage McMuffin and a happy meal. For $2 one gets a bacon Mcdouble, two pieces of buttermilk crispy tenders, sausage Mcgriddles and a small McCafé. For 1 dollar, one gets a cheeseburger, a McChicken, sausage burrito and any size of a soft drink (Mcdonalds, n.d.). The message in the advertisement is not misleading since the items are offered at McDonald's.
Symbols and Target Market
Symbols used to convince the consumer in buying the products include the classic M which is known all over as the symbol of McDonald's. There are also various products such as chicken and beef burgers, soft drinks and sausages among others on the menu. Most individuals across the globe including Canadians love junk foods; therefore, offering the meals at various prices tends to entice customers into purchasing the products. At the end of the ad, the saleswoman at the counter gives the man what he had ordered. From the advert, it is evident that the products have an extensive target market, which encompasses all the age groups including the elderly. Since the product is offered at reasonable prices, it makes it relatively affordable for everyone.
Cultural Perspective
The individual in the video ad appears to be of Asian descent while the woman at the sales counter is African American. In the background, there are other individuals of the White race carrying out different activities. Analyzing the advert from a cultural perspective, it is evident that McDonald's is an all-inclusive restaurant, which welcomes and serves people of all races. The video also continues to validate the American culture of increasingly taking junk food.
Health Concerns and Promotion of Unhealthy Environment
However, the advertisement tends to miss some crucial information regarding the consumption of fast foods, i.e., excessive intake can result in severe health issues (Nojas, 2018). When one increasingly takes the advertised food, especially due to their attractive prices, they can become overweight or obese due to the high cholesterol levels. Nonetheless, the advert does not cover these details. As portrayed in the advertisement, one can deem it to promote an unhealthy food environment. The products offered include soft drinks, meat, sausages, and chicken among others. The advertisement does not provide any healthy food products such as vegetable or salads. Furthermore, the prices of the products tend to be relatively cheap, which makes it readily accessible to a broad customer base; therefore, promoting an unhealthy environment.
Influence on Consumer Behavior
The majority of citizens make their decisions based on how they are promoted through adverts. As such, this advertisement tends to influence the populace into purchasing the fast foods. Moreover, the favorable prices entice the population into making the orders. It is evident that the purchase of junk foods is continuously increasing in the present society, and the favorable prices play a crucial role in promoting the same. Over the years, the rates of obesity and the respective ailments such as diabetes and heart conditions have increased in America, primarily due to an unhealthy diet. Apart from the lack of physical activities, junk foods are major contributors towards these health conditions.
References
McDonald's Ad 2018 - (USA) (2018). [Motion Picture]. Retrieved from https://www.youtube.com/watch?v=izv-lSDNlgc
Mcdonalds. (n.d.). us/en-us/full-menu/123dollarmenu.html. Retrieved from www.mcdonalds.com: https://www.mcdonalds.com/us/en-us/full-menu/123dollarmenu.html
Nojas, C. (2018, February 27). Junk Food Culture Found To Cause America's Growing Problem On Childhood Obesity. Retrieved from www.techtimes.com: https://www.techtimes.com/articles/221944/20180227/junk-food-culture-found-to-cause-americas-growing-problem-on-childhood-obesity.htm
