Ems3O Media Studies For Advertisement Assessment Answers
Advertising
Using the attached ad, you are to answer the following questions below.
- Who?is?the?intended?audience?
- How?does?the?ad?appeal?to?them?
- What?visual?element(s)?does?the?ad?contain???How?are?they?used?
Answers
1. Targeted Audience
Mc. Donald’s is an American hamburger and food chain that have established itself globally. It has a wide range of food stores in different areas of the world offering customers hamburgers, burgers and many more fast food items (Bal et al. 2015). The target audience of the company is basically the teenagers who attend colleges, families and young generation office goers. Mc Donald’s has acceptance from both the genders of the community. It has targeted the middle income barrier of every country as its potential customers. The selection of the target group of customers has been the best as because it has immensely contributed to the growth of the company in the last couple of years. As mentioned the target customers of the company varies from family members to younger generations but the peer group among them constitutes the people aged between 17 to 43 years. Mc. Donald’s has been highly successful by identifying these peer group as it is estimated that more than 80% of the revenue from sales comes from this age bar (Nursyifa and Fauzi 2013).
2. Advertisement Appeal of the Customers
Advertising appeals are created to instill a sense of trust among the customers of a product. Appeals help to garner a positive influence on the purchasing decision of the people. The mentioned company has created a mass appeal for its burgers just because of its innovative advertising strategy. The picture at the bottom of this assignment shows a large burger that is stuffed with mayonnaise and spinach. The customers are more attracted to Mc. Donald’s just because of the picture (Liu et al. 2015). The people also find the burgers to be very tasty and healthy which is another reason for the organization’s success in the fast food sector. One can easily identify a Mc. Donald’s outlet by seeing the picture. A recent survey claims that around 60% of the people consuming burgers consider Mc. Donald’s as the best in the business. The company has also used music to a great extent to market its burgers. A TV commercial of the concerned food chain outlet has turned many heads as it shows a young boy enjoying a burger slowly and making strange satisfactory sounds after every bite of the burger. Thus these kinds of innovative advertisement have been a great source of promotion for the mentioned company.
3. Visual Elements of the Advertisement and their use
As mentioned earlier the advertisements are targeted to attract the attention of the age group who are the main customers of the produce. Mc Donald uses different innovative advertisements to increase the brand awareness and promote its products (Bal et al. 2015). There are special modes that define the type of elements used by the organization. It can be general which means the sense that the company wants to convey or they may concentrate on the logo, type or color to be used in the advertisements. Mc. Donald uses the red color along with the smiley lips of a clown that serves as the logo of the organization. The picture of the burger is the most appealing in the advertisements. Therefore Mc. Donald has been successful in its advertising campaign (Myles 2014).
References
Bal, A., Allen, A.J., Pitt, L.F. and Berthon, P., 2015. I’M Lovin’it: The Salience of Mcdonald’s Logo, Slogans and Colors on Children. In Ideas in Marketing: Finding the New and Polishing the Old (pp. 601-601). Springer, Cham.
Liu, Y., MacNeille, P.R., Gusikhin, O.Y. and Kowalski, D.A., Ford Global Technologies, Llc, 2015. Method and apparatus for intelligent street light advertisement delivery. U.S. Patent 9,165,310.
Nursyifa, N. and Fauzi, N.M., 2013. The effectiveness of advertisement types to student's perception in fast food Restaurants of McDonald's Sdn. Bhd.
Myles, I.A., 2014. Fast food fever: reviewing the impacts of the Western diet on immunity. Nutrition journal, 13(1), p.61.
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