McDonald's advertising: Difference between revisions
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* ''Burgers that still taste okay in igloos!'' (1997) |
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* ''So good even a beaver would enjoy it!'' (2000) |
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* ''That there McDonald's Eh?'' (2001) |
* ''That there McDonald's Eh?'' (2001) |
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* ''No syrup? McDonald's!'' (2003) |
* ''No syrup? McDonald's!'' (2003) |
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* ''We love to see/make you smile'' (2000) |
* ''We love to see/make you smile'' (2000) |
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* ''Put a smile on'' (2000) |
* ''Put a smile on'' (2000) |
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* ''The taste lived here, then died'' (2001) |
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* ''Make every time a good time'' (2002) |
* ''Make every time a good time'' (2002) |
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* ''Smile'' (2002) |
* ''Smile'' (2002) |
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Revision as of 16:23, 13 May 2008
Template:Infobox McDonald's McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events from ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy.
To date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.
History
There have been many McDonald's advertising campaigns and slogans over the years. The company is one of the most prevalent fast food advertisers. McDonald's Canada's corporate website states that the commercial campaigns have always focused on the "overall McDonald's experience", rather than just product.[citation needed] The purpose of the image has always been "portraying warmth and a real slice of every day life."[citation needed] Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period. Finally, they have never in their advertising history used negative or comparison ads pertaining to any of their competitors; the ads have always focused only on McDonalds alone.
Controversies
In 1996, the British adult comic magazine Viz accused McDonald's of plagiarizing the name and format of its longstanding Top Tips feature, in which readers offer sarcastic tips. McDonald's had created an advertising campaign of the same name, which suggested the Top Tips (and then the alternative — save money by going to McDonald's). Some of the similarities were almost word-for-word:
- "Save a fortune on laundry bills. Give your dirty shirts to Oxfam. They will wash and iron them, and then you can buy them back for 50p." — Viz Top Tip, published May 1989.
- "Save a fortune on laundry bills. Give your dirty shirts to a second-hand shop. They will wash and iron them, and then you can buy them back for 50p." — McDonald's advert, 1996.
The case was settled out of court for an undisclosed sum, which was donated to the charity Comic Relief. However, many Viz readers believed that the comic had given permission for their use, leading to Top Tips submissions such as: "Geordie magazine editors. Continue paying your mortgage and buying expensive train sets ... by simply licensing the Top Tips concept to a multinational burger corporation."
In 2003, a ruling by the UK Advertising Standards Authority determined that the corporation had acted in breach of the codes of practice in describing how its French fries were prepared.[1] A McDonald's print ad stated that "after selecting certain potatoes" "we peel them, slice them, fry them and that's it." It showed a picture of a potato in a McDonald's fries box. In fact the product was sliced, pre-fried, sometimes had dextrose added, was then frozen, shipped, and re-fried and then had salt added.
As part of a broader industry concession to the US Federal Trade Commission, on July 18 2007 the company agreed to limiting its advertisements directed to the under-12 demographic to two Happy Meals "containing less than 600 calories, and derive no more than 35 percent of calories from fat, and have no more than 35 percent total sugar content."[citation needed] This can be compared to the World Health Organization's recommendation that free sugars not exceed 10 percent of energy consumed.[2]
"I'd Hit It" banner ad controversy
I'd Hit It is the name of a McDonald's banner ad, part of the i'm lovin' it campaign. The phrase, which is slang for "I'd have sex with that person", proved controversial.
Current campaign
i'm lovin' it is an international branding campaign by McDonald's Corporation. It was created by Heye & Partner, a longtime McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group, Inc. It was the company's first global advertising campaign and was launched in Munich, Germany on September 2, 2003, under the German title ich liebe es. The English part of the campaign was launched on September 29, 2003 with the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake, in which the slogan appears. In 2007, after a public casting call which received 15,000 submissions, McDonald's selected 24 people to appear as part of the campaign.[3] Images of those chosen, who had submitted a story and digital photograph which "capture[d] ... themes of inspiration, passion and fun," appear on McDonald's paper bags and cups worldwide.
Translations
| Title | Language | Literal meaning |
|---|---|---|
| i’m lovin’ it | English | I'm loving it. |
| simplified Chinese: 我就喜欢; traditional Chinese: 我就喜歡; pinyin: Wǒ jiù xǐhuān | Chinese | I just like (it). |
| ich liebe es | German | I love it. |
| أنا أحبه (ana uħibbuhu) as well as اكيد بحبه (akid behibuhu) | Arabic | I love it. |
| c’est tout ce que j’aime | French | It's everything (that) I love. |
| c’est ça que j’m | Canadian French | That's what I love. (j'm = j'aime.) |
| J’m | Canadian French | I love. (Written with golden arches for the m.) |
| love ko ‘to | Taglish | I love this. |
| me encanta | Spanish (Latin America) | I love it. (lit. It enchants me.) |
| me encanta todo eso | Spanish (Spain) | I love all that. (lit. All that enchants me.) |
| amo muito tudo isso | Portuguese | I really love all of this. |
| işte bunu seviyorum | Turkish | This is what I love. |
| вот что я люблю | Russian | That is what I love. |
| я це люблю | Ukrainian | I love it. |
| man tas patīk | Latvian | I like it. |
| Jag älskar det | Swedish | I love it. |
| Jeg elsker det | Norwegian | I love it. |
| Jeg elsker det | Danish | I love it. |
| I'm lovin' it | Japanese | I'm loving it . |
| love ko 'to | Tagalog | I love it. |
 | This list is incomplete; you can help by adding missing items. |
Slogans, mottoes and jingles
Jingles
Perhaps the best-known slogan was "You deserve a break today" (a song sometimes incorrectly attributed to a young Barry Manilow[4])in fact, written by jingle singer/songwriter Kenny Karen. In the accompanying TV commercial, there was almost no mention of food. Instead, the ad featured an all-male McDonald's cleaning crew, singing after-hours about their individual tasks, and emphasizing that "at McDonald's it's clean!" just before launching into the almost operatic chorus: "You deserve a break today / So get up and get away / To McDonald's!"
- The Big Mac's song (1975):
Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun
- McDonald's menu song (1988):
Big Mac, Mc DLT, a Quarter-Pounder with some cheese, Filet-O-Fish, a hamburger, a cheeseburger, a Happy Meal.
McNuggets, tasty golden french fries, regular or larger size, and salads: chef salad or garden, or a chicken salad oriental.
Big Big Breakfast, Egg McMuffin, hot hot cakes, and sausage. Maybe biscuits, bacon, egg and cheese, a sausage, Danish, hash browns too.
And for dessert hot apple pies, and sundaes three varieties, a soft-serve cone, three kinds of shakes, and chocolatey chip cookies.
And to drink a Coca-Cola, Diet Coke, and orange drink, A Sprite and coffee, decaf too, A lowfat milk, also an orange juice.
I love McDonald's, good time great taste, and I get this all at one place... The good time great taste of McDonald's!
- McDonald's today jingle (1992):
What you want is what you get at McDonald's today.
- i'm lovin' it jingle (2003):
ba da ba ba baa... I'm lovin' it.
Slogans
Here is a partial list of slogans:[5]
Global
- Things that make you go 'mmmm' (2007) Breakfast US; (2001) Australia, United Kingdom and New Zealand
- "I'm lovin' it" (Current)
- Love a Burger, Love a McDonald's (1981)
- McDonald's is cooking ... breakfast! (1987-1992, breakfast)
- It's MacTime (1992)
- MacTime Rocks On (1994, Featured David Essex' song Rock On)
- Only McDonald's (1998)
- Feed your inner child (2005)
- Bacon bacon bacon (2007,bacon menu)
- I'm Lovin' it!" (2003-current)
- That there McDonald's Eh? (2001)
- No syrup? McDonald's! (2003)
- Nobody can do it like McDonald's can (1979-83)
- It's a good time for the great taste of McDonald's (1984-88)
- Good time, great taste (that's why this is our place) (1988-92)
- Only McDonald's (1993-94)
- Every time a good time(2000-03)
- I'm lovin' it (2003-present)
- McDonald's for breakfast, it's a great start to your day (1990's)
- It's Mac Time (late 1990s)
- That's our tucker (1990's & 2005)
- Make every time a good time (early 2000s)
- Proud to be part of the change (2006 - Present)
- I'm lovin' it (2003 to present)
- Make every day a McDonald's day (1994)
- You'll enjoy the difference (1977)
- At McDonald's we've got time for you 1980s
- There's nothing quite like a McDonald's (1993)
- Enjoy more (1997)
- A visit to McDonald's makes your day (1990s)
- McDonald's is your kind of place (1967)
- You deserve a break today (1971)
- We do it all for you (1975)
- You, you're the one (1976)
- Nobody can do it like McDonald's can (1979)
- You deserve a break today (1980)
- Nobody makes your day like McDonald's can (1981)
- McDonald's and you (1983)
- It's a good time for the great taste of McDonald's (1984)
- It's Mac Tonight (1985)
- Good time, great taste (that's why this is our place) (1988)
- There's nothing quite like a McDonald's (1980s)
- Food, folks and fun (1990)
- McDonald's today (1991)
- What you want is what you get (1992)
- Do you believe in magic? (1993)
- Have you had your break today? (1995)
- My McDonald's (1997)
- Did somebody say McDonald's? (1997)
- McDonald's - It can happen (1990)
- Larry the Leopard (1990's)
- We love to see/make you smile (2000)
- Put a smile on (2000)
- Make every time a good time (2002)
- Smile (2002)
- I'm lovin' it (2003-present)
Promotional partners
Cross promotions
- NASCAR
Starting in 2008 McDonald's will sponsor Elliott Sadler's #19 NASCAR Sprint Cup Series entry for 6 events (in the U.S.). Over time McDonald's has sponsored numerous NASCAR cars including Bill Elliott's car, Jimmy Spencer, Andy Houston, and Kasey Kahne. McDonald's racing not only sponsors NASCAR cars but also sponsors other racing series/divisions, including the #02 McDonald's car of Justin Wilson in the IndyCar Series.- Bobby Hamilton Jr.'s #35 car Busch Series
- Kasey Kahnes #9 Dodge car in the NEXTEL Cup Series
- Bill Elliott
- Jimmy Spencer
- Andy Houston
- IndyCar Series
- Justin Wilson's #02 car
Celebrity spokespersons
- Venus Williams[6]
- Destiny's Child (2004-2005)
- Justin Timberlake (2003)
- Paul Pistorious (2007)[citation needed]
Media tie-ins
See also
References
- ^ End of story for one fast food ad
- ^ 5. Population nutrient intake goals for preventing diet-related chronic diseases
- ^ McDonald's pressrelease
- ^ Barry Manilow
- ^ "Advertising Slogans, "M"". TV Acres.com. 2006-08-04. Retrieved 2007-10-31.
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