McDonald's advert

McDonalds Estate Advert - feat. 'Chilli Pepper' by Dusty Ohms & Craig Lobley

This advert begins with an establishing shot of an urban area. This is effective as it highlights how McDonald is appropriate for all people and everyone can afford it. This is further reinforced by the use of different soundtracks like the upbeat grime music at the beginning of the extract and the jazzy music when the old man is looking outside his balcony, while drinking his tea. The upbeat grime soundtrack which is playing when the group of friends are sitting on the benches outside is very effective as it highlights how McDonald is targeted for young people. The jazzy, older music shows that McDonald is also appropriate for elderly people, and so it is for everyone, young and old. People from different backgrounds are used throughout this clip. This can be seen for example as there is a group of young people who are from another background than the white old man, but they all have one thing in common and that is McDonald. This is highlighted for example at the end of this advert, when the old man and the group of young people are eating at McDonald and an over the shoulder shot is used. This is really effective as it establishes how both the older man and the young adult eat the chips in the same way, and this highlights how even if they have different interests and like different music, they both have one thing in common, and that is McDonald. This allows the audience to feel like McDonald is a place for everyone, where all people are accepted, no matter their ethnicity, age or background.

Throughout this advert, many closeup shots are used of the people eating juicy hamburgers at McDonald. This is effective as all actors are all smiling, and we can see this for example when the elderly man is about to eat his hamburger and he looks up and smiles at the young adult, who smiles back at him. It is effective as it can suggest that at McDonald there is a positive and enjoyable atmosphere that makes people happy. This is further reinforced by the lighthearted and upbeat soundtrack, which allows the audience to feel like McDonald is a place where they can sit down with friends, feel comfortable, happy and have fun, while eating a cheap but still really tasty meal. The fact that McDonald is a happy place where people can spend their free time in a positive and lighthearted atmosphere is also shown by the use of high key lighting. This can be seen for example in the McDonald shop, where the group of people are about to eat their hamburger. The use of high key lighting and bright colours like red and yellow is really effective, as they connote happiness, making the audience feel like if they enter the shop, they will feel welcomed and everyone will be friendly, making them feel upbeat and happy. They will feel like they are in a place where they can be stress free, a place where they have no problems to think about, and they can just enjoy their time.

I believe that this advert is really effective and it would still attract audiences today as there are many extreme close up shots of the food that the shop sells. They are really effective as they make the hamburgers and fries look really tasty and juicy. We can see this for example when the old man is looking at his hamburger and is about to take a bite from it. The extreme close up long shot used in this scene is really effective as it suggests that the food cooked and sold at McDonald is delicious, it makes the hamburger look really big, juicy and appealing to the audience, making them want to go and buy one for themselves immediately.
The use of the text on screen and voice-over at the end of the extract is also really effective as it establishes clearly the message that McDonald wants people to understand. It highlights to the audience that McDonald is for everyone. The yellow text used, which says "we all have McDonald in common" is suggests that McDonald is a place for everyone, young and old, male or female. The voice over which reads out the text on screen is really effective as it further reinforces this message by allowing the audience who are not looking at the screen or are not able to read quickly or effectively to understand clearly the message they want to convey.