In the digital age, advertisements are everywhere as we are immersed in our phones. Advertisements also act as a means for companies to boost their performance while also utilizing commonplaces to connect with customers. They are effective in influencing the ways we think, interact, and purchase. One company that takes advantage of commonplaces in their advertising is McDonalds. This American-based company takes notice of the common belief that Americans are obese and live unhealthy lifestyles. Their advertisement displays one of their burgers in the background covered with text that reads, “The Thing You Want When You Order Salad.” The reference insinuates that the reader is an unhealthy American who truly just wants to eat a processed burger when they order a salad. Whether this is true or not, the viewer should take note of this message. Regardless of the commonplace about Americans living unhealthy lifestyles, there currently is a worsening obesity epidemic. McDonald’s advertisement does call attention to this rhetorical situation. Despite calling attention to the issue, the advertisement is counter-active to the solution. After demonstrating the fact that we are plagued with bad health and obesity, it puts its new sandwich on display for consumption. The advertisement has conflicting messages. On one hand, it refers to the common belief that Americans are unhealthy which would prompt the viewer to make a change. On the other hand, it tries to shamelessly convince its audience to purchase one of its unhealthy burgers. With it projecting two entirely different messages, neither can be entirely effective. Should the reader feel offended, or should they go buy a hamburger? Ultimately, the choice is theirs. Despite this, it does effectively reference a rhetorical situation of an obesity epidemic. The potential call to action falls in line with #10 on the 17 Sustainability Goals, Good Health, and Well-Being. McDonald’s has been in the industry for decades and has mastered the ability to utilize common beliefs to call their audience to action while building connections with them.
https://www.adruby.com/print-ads/mcdonalds-thing-you-want
This is such an interesting way to view McDonald’s ads! It is definitely shown in their ads that they use insecurities and negative statistics about Americans in their favor when advertising products. This method of advertising is likely overlooked by many Americans, but your analysis makes it clear why we should pay extra attention to advertisements and how they make us feel. As a McDonald’s lover, I will be thinking about this analysis the next time I think of purchasing a Big Mac instead of getting something healthier from the dining hall.
This is very true about McDonalds. They know that they basically symbolize American overconsumption and the obesity pandemic so they play into this stereotype. To me it also feels like they’re almost tempting the consumer. Almost like they’re saying, “Yeah, you might want to be healthy, but this will make you happier. Don’t you value your own happiness?” It sounds almost like they’re baiting someone with an addiction in this advertisement.
The way McDonald’s does its advertising is fascinating but also unsettling the more it is analyzed. They’re definitely playing on the idea that a lot of Americans aren’t the healthiest eaters, and they’re encouraging people to embrace these unhealthy habits. I wonder if other fast food joints employ similar advertising techniques like McDonald’s. It’d be interesting to see if there’s a trend in the industry!
It is crazy how influential McDonald’s ads truly are. Yet, it is also scary, as I agree with you in thinking it it could be related to the obesity epidemic. Also, I thought what you said about how one can view it as an insult, and that they need to eat a salad, or one can view it as, “yeah, I need a burger,” was interesting, but so true. You are bringing attention that consumers should probably be more aware of the advertisements they are viewing, and use that information with discretion.