Taking A Closer Look At Mcdonalds

As a consumer in today’s society, there is always a new product or business that catches our eyes and pulls us into the world in which they’re advertisement is presenting. “Digital Marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 advertisements each day” (Marshall, 2015). With seeing that many advertisements a day, we are bound to be drawn to some of the products, businesses, or services that were presented to us even if it’s not in that initial moment. But what causes us to want what we viewed in the advertisement in our own lives as well? McDonald's is one of many brands that tend to appear in more places in our lives than we may like but is one of the most memorable brands to gain the attention of their

According to Dale Southerton’s “Encyclopedia of Consumer Culture,” Bruce Kurtz describes this type of editing as Quick Cutting. “What this quick cutting does, Kurtz explains is generate a sense of excitement in viewers. He writes, “Because of the sense of urgency and of presentness which the spots communicate, the viewer actually experiences the exciting lifestyle Nichols depicts rather than passively observing events which occur to someone else.” (Kurtz, 2011) By doing this, McDonald's was able to show the audience how much stress is involved in their day to day work life, creating an emotional setting in which the viewers can relate. The emotional connections are also present in the McDonalds scene as well. After the work scene, almost immediately, the scene turns into a much slower edited and very bright colored scene once the main character goes to the McDonalds. Slowing the scene cuts helped to alleviate any type of emotional excitement that the beginning scene may have caused, giving the viewer a feeling of contentment, relief and the idea of seeking a McDonalds for that same emotional