Wednesday, November 27, 2019

1. What is the title of the ad you have chosen Essays - Marketing

1. What is the title of the ad you have chosen? Working Together (To Make Your Day Better) 2. For what company or organization was this ad created? What creative team or advertising firm worked on this ad? (This second question you may need to research.) McDonald's Corporation. Through hours of research I was able to learn that McDonald's has several advertising and marketing companies they hire to create commercials for them. Their current advertising firm is Omnicom. Omnicom has worked for them for several years and could have had a hand in this commercial. 3. List interesting details from the ad. Be sure to identify specific details that stand out to you, such as colors, symbols, use of space, lighting, sound effects, background music, camera angles/movements, characters' clothing, facial expressions, body language, demographics, interactions, etc. Note any drastic shifts or changes. |Multiple Races |Constant Smiling |Use of laugher | |Overload of kindness |Willingness to please |Simple choreography | |Fast pace |Helpfulness to teammates |Determination to reach | |Simple music |Clean restaurant |Sounds of cooking | |People eating happily |Fun workplace |Friendship | |Sunrise to night theme |Efficiency |Clean, matching uniforms | |McDonald's usual jingle |McDonald's 'I'm lovin' |It all started with a | |at the end |it' tagline at the finish|light switch being turned| | | |on. | 4. Using the details from #3, describe the ad to someone who has never seen it before. The McDonald's commercial is all about pleasing people with a smile. The workers all work together to get the work done. They cook, clean, and have fun during the workday. The work starts at dawn with a light switch and that's when they all get to work making the food. They help the customers as much as they can and are happy to do so. It doesn't have an annoying song to go with it, but a nice simple tune. It shows a fast paced day that ends with the city turning off around the McDonald's, but the restaurant itself stays lit. As with most McDonald's commercials, it ends with the logo and jingle everyone knows. 5. Explain why these specific details might matter. How do they affect the audience's gaze or the mood or tone of the ad? Why do you think these details were used? Think like a designer, filmmaker, or storyteller. Seeing all the smiling faces during the commercial makes you think it's a warm and friendly place to eat. It makes the tone light and fun as the brightness of the day lighting and the playfulness of the staff creates an inviting place to be. Alot of these details were used to get people to think that the restaurant is a great place to eat. Showing all the fun and best things about the place makes people want to go there for not only the food but the service. What makes it an effective commercial is that it's selling the happy staff alongside the food. Even the customers are smiling as they enjoy their meals. The lighting, the simple music, and the happiness all work together to make an ad that works. 6. What product is the ad selling? Note: A product doesn't have to be an object (e.g. soap); it can be a service (e.g. tax prep) or an objective/outcome (e.g. water conservation). Normally an ad like this would focus on the food directly. This time around it was more focused on the people working to please you with a never ending smile. It was selling a family friendly environment that would always do its best to please you. 7. What need, idea, lifestyle, or attitude is the ad selling? This is different from the product. For instance, an ad might try to sell a beverage by using the need for friendship and fun times or promoting the idea of refined taste. It was showing the old idea of people first, that old American way of doing things with a smile. It gave a teenage sort of fun viewpoint to the work. These things sell the food because it's selling the people behind the food. 8. What group of people is the ad targeting? How can you tell this is the target audience? Discuss which aspects of the ad gave you that impression. Remember, the target audience is never "everyone." You may consider demographics such as age, gender, socioeconomic status, values, and cultural background, but you are most likely to determine the audience by carefully considering the need

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