‘An analysis of the McDonalds McChoice menu advert which was screened between six o’clock and ten o’clock in the evening on the 6th September 2002.’ Advertising is used to promote a product by convincing the public to part with their money using many different types of techniques. Adverts are also used to promote a service to the public. Adverts may be emotive (e.g. NSPCC adverts), making you feel sorry for people or animals, persuading you to sponsor the company. Adverts are used to promote many things, e.g. Cars, food, clothes, services, toys, computers, furniture etc. Certain adverts are shown at particular times (e.g. Toy adverts are shown in the morning, as children will be watching). Adverts are up to date with new items, and promote them to introduce them to the world.
The McDonalds advert is a fast food advert that is targeted at people aged four and upward. The lifestyle that it is targeted at is unhealthy, as it is a fast food advert. It is targeted at both sexes and is middleclass because it is neither advertising really high-class meals, nor advertising for lower-class people. It is middleclass as it is for everyday, average people. It shows a middleclass family setting, and also appeals to the working class as it is priced at 99p. The advert shows through this that the working class, or even an everyday family can go to McDonalds, and that anyone can afford it. It shows the price, which is affordable, and an average family that can also afford McDonalds, to make you feel like you can too.
It was screened between six o’clock and ten o’clock as this is classed as primetime television, when most people will be watching so that it will attract more people. The genre of the advert is comedy / fast food. The comedy is shown through the subject of the advert because when the characters in the advert expect to see a hedgehog drinking the milk in the back garden, they see a man drinking the hedgehog’s milk. The idea of this is that the man drinking the milk can’t wait for his next meal, and that is also the slogan in the advert to promote the McDonalds McChoice menu (‘Can’t wait until your next meal?’)
The target audience can relate to the characters in the advert (the family). They are dressed in casual, mundane pyjamas and are an average, middleclass family. The target audience is also middleclass, so the two relate. The lighting plays a major part in the advert. The lighting changes from night time, when it is dark, to when it is bright when it shows the fries. The spotlight is shone on the fries to make it stand out from the rest of the advert, making it brighter and more desirable. One particular camera shot that is used is shooting the fries from a low angle. This makes the fries look bigger, making the audience hungry, and making them want the fries. There are also other shots taken from different angles. The editing of the advert makes it run smoothly, and also makes the ending a surprise. The audience do not expect it to be a McDonalds advert.
There is no music or sound affects used in the advert, but there is a voice over. Neil Morrisey does the voice over. He tells you very little about the product, so that it is easy to remember. He only tells you a slogan, the price, the name of the promotion and the name of the company (McDonalds). The voice over also helps the advert to run smoothly, as it all links together.
There is a question asked in the advert (‘Can’t wait until your next meal?’), other things stated are the price, the name of the menu, and that there are seven favourites available. The unique selling point of the advert is the slogan ‘Can’t wait until your next meal?’ This is a rhetorical question. It is asked for effect and there is no answer needed, it is just there to make you think about food, making you feel hungry. Attempted humour and comedy is used in the advert to try and get more people to watch the advert, helping promote the product. The comedy used is the man drinking the hedgehog’s milk.
There is glamour and sex appeal in the advert. The fries are made to look glamorous in the spotlight, making them look attractive. Another device used was a famous person doing the voice over. Neil Morrisey does the voice over, making the advert appealing to children as it is ‘Bob the Builder’s’ voice, and appealing to adults as Neil Morrisey is a famous actor and comedian. Deception was used as the audience expects to see a hedgehog drinking the milk, and it turns out to be a man.
I think that the advert is successful as it gets straight to the point. The advert is short and tells you all of the necessary information. However, I didn’t find the advert amusing, and to me this is attempted humour. I think that the advert will attract a lot of attention, as it highlights the fries, putting them in the spotlight, making them look glamorous and desirable. The advert made me feel hungry and want a McDonalds product. I would buy the promoted products, as they look so yummy!