Ad+Group+8


 * Back to Analyze Advertisements page **

AK2, CJ, SSC
 * Initials of students in the group: **

McDonald's commercial


 * Background Information: Language of Persuasion summary (see Language of Persuasion for full text) **
 * 1) **Association**: links a product, service, or idea with something already liked or desired by the target audience
 * 2) **Bandwagon**: everyone is using the product
 * 3) **Beautiful people**: good-looking, beautiful people use the product
 * 4) **Bribery**: buy something to get something else, like a discount
 * 5) **Celebrities**: famous people testimonials
 * 6) **Experts**: scientists, doctors, engineers, etc
 * 7) **Explicit claims**: tell exactly the price, ingredients, etc - and often compared to similar products
 * 8) **Fear**: if you buy the product a bad situation will not happen (bad breathe, car accident, etc.)
 * 9) **Humor**: humor attracts attention, makes us feel good and feel good about the product.
 * 10) **Intensity**: many superlatives (greatest, best, etc)
 * 11) **Plain folks**: A type of testimonial but with "regular person" just like you using the product
 * 12) **Repetition**: words and sound repeated to become more familiar to viewers
 * 13) **Warm & fuzzy**: sentimental images especially of families, kids and animals.


 * Assignment **
 * **View 5 of the Super Bowl 2014 advertisements. (see links on Huffington Post)**
 * **Select one to study in more detail. Provide the URL of the ad. (Each group will do a different ad.)**
 * **Then answer the questions below about the message in the advertisement on the assigned wiki page**

1. Who created the message? 2. Why is this message being sent? What is your evidence?
 * McDonald's
 * That football players like McDonald's food and talk about it during the game on the sideline. The commercial shows the football players talking about the different food of McDonald's and the way it affects them.

3. What is the target audience? What is your evidence?
 * The target audience includes everyone that eats food that is sold at a fast food restaurant like McDonald's. At the end of the commercial it says the restaurant is for everyone to love.

4. How might different people (of different age groups, religious groups, nationalities, etc.) understand this message differently? What is your evidence?
 * The younger children will here the football players talk about the different things they love, which include games that little children play ( kite flying, polka dot Jamie's, scrapbook making, and making many shiny balloons ). This commercial is not for a specific religious group but does belong to different ages. This is targeted for adults when the football players talk about food the adults would eat.

5. Which language of persuasion is used in the ad? Provide evidence from the ad.
 * The phrase "I'm Lovin' it", and "Get McDonald's you know you want it." It talks about the players liking the food.

6. Would you buy the product? Why or why not?
 * I would buy the product because it is appetizing and something to enjoy with family and friends. Also, the football players said they liked it, which would persuade me to but it.

7. What creative techniques are used to attract attention of the target audience? (see bullet list below)

The logo appears in the background of the stadium three times before the end of the commercial when the screen shows the whole logo. This logo is spread over the whole screen so the audience sees it clearly. The lighting is bright for the majority of the commercial. If the football game shown was in the day, the screen will be brighter then it the game was at night and it was dark outside. The camera angles were straight on when the football players were talking. The majority of the angles are straight on the person taking. A few angles are moving with the players and coaches. They distance of shot for the majority of the video are long-shot then zoomed in on who the main speaker is. But also some of the shots begin closer up.
 * logo (when and where?
 * lighting? (bright? dark?)
 * camera angles
 * distance of shot (close-up, medium, long shot)

The sound track is of the people talking with the noise chosen to advertise the product. In the background it sounds like an orchestra is playing. There are no special effects. The football players and their coaches and the fans in the stands are the only characters in the commercial. The famous football players are the celebrities in the commercial. The football players and their coaches are in their game uniforms. On the football fields during the game. NONE
 * sound track
 * special effects
 * characters (people and/or animals or animated product)
 * celebrities (Why is this celebrity selling or demonstrating or using the product? Do you think they really use it?)
 * costumes
 * setting
 * other?