AdAnalysis

ANALYZING PERSUASIVE APPEALS IN ADVERTISEMENTS: 2006

See also "The McGriddle" (Flakmagazine) and "McGriddles" (Matt at X-Entertainment)
and "The McGriddle Spells McHeart Attack" (Lisa Turner at NewMoanYeah)

Nicki Peebles

Mc Donald's Ad

I am flipping through an US magazine and stumble upon a McDonald's ad. Now, keep in mind that this US is "us" not "U.S." Its target audience is young, culturally sensitive women who want to read gossip about celebrities, and articles about being skinny. It is an article about McGriddle's. The picture shows a young, beautiful, skinny woman, which fits the market for the magazine. The words on the page read...

"I BLEW MY SAVINGS ON STILETTOS."

"I GOT A MAID…FOR LIFE."

"I MARRIED A ROCK STAR."

"I HIRED A POOL BOY AND I DON'T HAVE A POOL."

"I FIRED MY BOSS."

The words on the page are translucent and outlined in a shadow.

Everything on the page comes together to present a sense of thinness. The words are all image-driven thoughts (thin, famous, rich). The words work with the image. The point of the ad is that eating a McGriddle will give you more time in your day for "me time." More "me time" will give you more time to think and dream about your hopes. It implies relaxation.

The lighting and set of the ad also are important. The girl is stretched across a cozy-looking couch and is cuddling a pillow, almost as if this pillow represents those "secret dreams" that are mentioned at the bottom of the page. The lighting does not appear to be morning sun. It is more of a dim, relaxing lighting as if the girl has had the time to relax and do "nothing at all" all afternoon with her McGriddle.

Finally, the girl is not looking at the camera. Her look is mischievous and secretive. She is not paying attention to the camera, because this shows the audience that this is her "me time" and she gets to decide what she wants to do. In many ways, by the audience being able to see into this moment of rest, gives a sense of sprezzatura to the ad.

The combination of words and images form a visual antithesis to the corporation of McDonalds. By portraying thinness in this ad, health-conscious women are more likely to consider a McGriddle than if there was an overweight, sweaty construction man in the picture. The truth that a McGriddle alone contains 560 calories and 49% of the recommended fat a person should consume daily, doesn't enter into this picture at all. The colors, the word choices, and the images are all chosen specifically with this target audience in mind.

English 5730 is taught by Dr. Richard Nordquist.
Armstrong Atlantic State University
Savannah, Georgia 31419
912/921 5991

15 February 2006