Introduction
Have you ever eaten at McDonald’s? When I was younger, I used to beg my parents and grandparents to take me to McDonald’s before we would go home. Sometimes McDonald’s was even used as an award for good behavior or accomplishing a particular milestone. I especially remember them being known for their delicious burgers, fries, and nuggets. They knew exactly how to catch younger children’s attention through the famous Ronald McDonald and promoting happy meals with happy toys. This strategy has been very effective since 1955, and it is just as popular or even more by now. McDonald’s also presents bright colors such as red and yellow that help promote their products. These colors give off a warm and happy sensation towards which people gravitate. The specific ad that I recently came across has the slogan “Fuel up…feel good”, which demonstrates a gas pump pouring fuel into a Coke. In other words, this advertisement communicates that drinking Coke gives one the energy and enthusiasm they need. This ad specifically targets adults because children may fail to understand why the gas pump is pouring fuel into the Coke. In addition, the ad features a big mac and large fry, which are adult meals. In essence, the McDonald’s ad effectively applies bright colors, slogans, and imagery to sell.
Bright Colors
Colors communicate a variety of concepts and evoke different feelings in individuals. McDonald’s main advertisement goal is to retain its customers while attracting new consumers, implying that their choice of color has to be significantly impactful. The company has effectively utilized the connection between appearance and appetite by ensuring that its advertisements contain bright colors to attract viewers and provoke them to try the products. Although one may argue that the ad does not alter their consumption habits, McDonald’s color choices significantly promote the consumption of its products. Kilbourne argues that “Advertising is subliminal: not in the sense of hidden messages embedded in ice cubes, but in the sense that we aren’t consciously aware of what advertising is doing” (59). This effect is evident in the ad since the red hue triggers hunger and appetite and draws consumers’ attention, while yellow communicates friendliness and happiness. With these attributes, customers are made to consume more of McDonald’s to satiate their hunger, hoping to achieve the happy mood evoked by the colors.
Slogan
Advertising slogans target specific groups of consumers by appealing to their feelings and culture. The ad uses the words “Fuel up…feel good” to demonstrate how good feelings result from consuming the company’s foods (McDonald’s 1). It communicates that one has to fuel at McDonald’s to be energized. This is an essential correlation because everyone wishes to gain the energy to push through the day. By appealing to the energizing aspect of McDonald’s food, more customers are attracted to it. In addition, the slogan is short and catchy, satisfying the youth and adults’ preference for precise information. The sound “f” repeated in the slogan makes it memorable, keeping McDonald’s in people’s minds. According to Xia, metadiscourse in advertising slogans, including repetitions and attitude markers, significantly influence customers’ perceptions, consequently increasing a company’s consumer base (1). In this ad, hearing the sound “f” repeatedly evokes a desire for food, leading more people to buy from McDonald’s.
Imagery
People tend to see, imagine, and reflect on symbolism conveyed through ads. In this case, the company uses a picture of a full course with a delicious-looking meal with a hose pouring fuel into the Coke (McDonald’s 1). This image creates a picture of a person getting instant energy, as would be obtained by a fueled car, to carry them throughout the day. In addition, the food shown in the ad is more appealing and better than in real life. Although the food may not be as delicious as imagined in real life, the image created in the ad keeps people attracted to it. The company also uses the Coke imagery to signify the energy boost one would get from using it. A combination of these images alters a person’s behavior. Kilbourne alludes that advertising is “both a creator and perpetuator of the dominant attitudes, values, and ideology of the culture, the social norms, and myths by which most people govern their behavior” (67). In essence, people follow the ad’s imagery seeking to recreate such experiences in their lives, adding to McDonald’s sales volume.
Conclusion
In conclusion, McDonald’s successfully uses the “Fuel up…feel good” to persuade people to think that if they eat the food, they will be happy and energized. The company uses a combination of colors, a slogan, and imagery to reflect the consumers’ desire for delicious food that energizes them and leaves them yearning for more. The ad targets the youth and adults who can easily relate to the images used and develop the desire to have feelings of satisfaction, happiness, and friendliness in their lives. The slogan’s memorable attribute makes it easy for customers to keep McDonald’s food in their memory. The ad appeals to consumers’ appetites, hunger, and desire for energy, expanding the company’s consumer base.
Works Cited
Kilbourne, Jean. “In Your Face All Over the Place.” Can’t Buy My Love: How Advertising Changes the Way We Think and Feel, Simon and Schuster, 2000, pp. 57-74.
McDonald’s. “Fuel Up…Feel Good.” Pinterest, 2022, www.mcdonalds.com.pk
Xia, Jie. “Linguistic Realizations of Metadiscourse in Advertising Slogans: A Case Study of McDonald’s.” 2020 5th International Conference on Modern Management and Education Technology (MMET 2020). Atlantis Press, 2020, Web.