The McDonald's ad chosen advertises a plan to offer free wifi at all McDonald's locations. The exigence of the ad is clearly to improve sales by attracting members of the working class that require access to the internet at all times. The message of the ad is again somewhat vague, assuming that everyone will know the four bars signifies free wifi. However, it is also quite likely that anyone who uses wifi regularly at lunch to conduct business will already be knowledgeable about the symbol. The primary audience of the ad is anyone who may require wifi access at lunch to continue their work or read email while eating. There is also a secondary audience, that being the increasingly large number of people with smartphones who will find wifi helpful to look things up while eating. The context of the ad is that people have to eat, so the ad is attempting to convince people to eat at McDonald's. The ethos in the ad is almost nonexistent, but is present in the fact that McDonald's is a very large and well known fast food restaurant and has little reason to lie about what it does. The logos is simple, in that wifi is helpful for anyone working on the go and needs to keep up with business even while on a lunch break. The pathos is also nonexistent. The ad is extremely minimalist, and has little substance while still conveying a simple message. The ad itself is eye catching, with a bright red background and all yellow text. This makes the ad easy to see and allows virtually anyone to almost instantly connect the ad to McDonald's. The ad is somewhat vague, assuming everyone will already know that the bar symbol signifies wifi capability. However, since the ad is targeted at a small primary demographic it is likely to be effective in attracting those people.
http://i.imgur.com/kVDuI.jpg
I agree also that there is very slight use of ethos in this ad, however it seems as though it may also be used in relation to the viewers, because it seems as though they are implying that they are understanding of the common on-the-go, internet dependant lifestyle and therefore they offer not only convenient food, but convenient internet access as well.
ReplyDeleteI agree with everything that you said but I also think you could have expanded on the fact that it is so simple. When working, people like to have a quiet environment with not a lot going on around them. Because this ad makes the McDonald's look very calm and quiet, it attracts more people to the spot. In reality we know that McDonald's are anything but quiet but this does a good job at trying to persuade the viewer that way.
ReplyDeleteI agree about your description of this advertisement and how you broke down to really show what the creators of the ad were trying to make people realize. A point I realized that McDonald's was trying to make with this ad, is that they were trying to make McDonald's look more appealing to an older demographic, especially working middle class. They are trying to show that the inside of their restaurant is nicer than other fast food restaurants and that it is classy to eat your lunch at a fast food restaurant. They know that the view on fast food restaurants is changing and so they want customers to look at it like it is nice restaurant to sit down and eat a quick meal.
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