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麦当劳广告宣传策略分析Analysis of McDonald’s Corporation Advertising

论文作者:www.51lunwen.org论文属性:职称论文 Scholarship Papers登出时间:2015-04-14编辑:Cinderella点击率:9576

论文字数:1702论文编号:org201504141258322568语种:英语 English地区:美国价格:免费论文



本文对世界快餐饮业巨头麦当劳(McDonald)的广告宣传策略进行了分析。文章开头先对广告在商业经营中的作用与运用做了总体式介绍,认为广告最重要的就是吸引顾客,赢得市场。就麦当劳具体案例而言,主要通过大众传媒投放视频广告,在招牌标志、户外看板、运动赛事赞助、冷饮容器等位置标注自己的徽标。此外,麦当劳对广告文案的撰写也极为出彩,‘I’m Lovin’ it’是其经典宣传语。态度真诚、迎合市场、积极变化、全球视野,这些都是麦当劳成功实践。当然,它也遭遇过投诉与申诉,对此它主动配合,积极诉诸法律,往往还能带来正面宣传作用。本文就以上细节对麦当劳的广告投放进行了深入分析。


advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.


Advertising appeals to consumers through common images; the logo used is well-designed and there is a clear separation of art from commerce. Advertisers use these iconic images to appeal to consumers since they symbolize or stand directly for something. The image for MacDonald’s symbolizes its non-conventionality. Hence advertisers use these images to communicate much more than words, since they seem to convey the message without too much effort. According to McDonald’s website, their mission statement is “to be our customers' favorite place and way to eat. Our worldwide operations have been aligned around a global strategy called the Plan to win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience.


For decades, Macdonald’s has maintained a broad advertising campaign. In addition to the media, the company makes considerable use of signage and billboards, sporting events and coolers of drinks with their logo for all kinds of events. The company has used twenty-three diverse slogans in United States for advertising. At the same time the company has few other slogans for the selected countries and regions.


In the case of McDonald’s advertising the texts used are effective. They have contributed in attracting targeted clients to the company. The wordings are aesthetically pleasing and successful at getting the consumers to buy the product. The phrase ‘I’m Lovin’ it’ which is used in one the advertisements, indicates a piece of advertising that is particularly striking. According to Cross “propagandas is simply a means of persuasion”, which they have applied that to their place because it is evidently an artistic expression, yet is trying to sell something to the consumers.(Cross,149) The company has had to face are numerous. The company has been involved in quite a number of lawsuits, most of which entai论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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