Oh, the BigMac

Oh, the BigMac

The other day I was eating Mcdonalds and thinking about how bad it is for you (but it tastes so good). I also thought about how Mcdonalds advertises itself. Everyone has seen Mcdonalds commercials on TV or in magazines, they show attractive people having fun and sometimes being active. When you separate Mcdonalds and their advertisements, you look at them differently. The semiotics of Mcdonalds would be an unhealthy person who may be overweight, which is also a stereotype. The semiotics of healthy and attractive looking people having a great time wouldn’t be fast food, it would appear to be a commercial about a family car or life insurance. Even though everyone realizes that they’re sending false messages, we are aware of the fact they can’t exactly make advertisements showing overweight people living unhealthy lifestyles.

I looked up Mcdonalds advertisements on youtube and google to see how ironic and false they actually were. After being in the United States I remembered there were a few bad ones in particular. On google images, one of the first advertisements that came up was this one, and I became distracted from what I was originally looking for.

I figure this advertisement must be old because they are introducing the BigMac which we all know of. Looking at this advertisement, I thought about how visual aspects have changed, because to me this didn’t look appealing or interesting. Evaluating it by the principles of design or C.R.A.P. it doesn’t have much to offer. It is lacking contrast, the colors are neutral and nothing stands out. The only repetition is has is the text boxes at the bottom, which are confusing and different to read because of the layout. The alignment is okay but simple and kind of boring and proximity wise there is so much extra space that could be used to enhance this ad.

Two different topics, but even after I saw this advertisement I wanted to talk about the semiotics anyways.



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