Research Blog: Commercial Conventions

The company that my classmates and I have chosen is McDonald's. We are advertising the Happy Meal. The Happy Meal is a popular meal for kids. It consists of a sandwich/ chicken nuggets, a small order of fries, a small drink, apple slices, and a toy. This meal was created in 1979 and is still a big hit today. The styles and certain techniques used in their commercials appeal to the audience and grasps their attention. Their commercials feature families of different races and different backgrounds, this makes it more relatable to everyone watching. These families are seen laughing, playing, dancing, and eating. Anytime there's a specific toy advertised in the meal, the toy/theme used is popular with the kids at the moment. As a result, kids will be more attracted to it and parents would buy it to please them. Another appealing factor of the Happy Meal is the packaging it comes in. The packaging is a bright red box with the famous golden arches as handles. On the box you may see a smiley face, a classic famous character, or the theme/ or toy that is currently in the spotlight.

McDonald's commercials also feature their trademark slogan "I'm lovin' it", along with the musical melody "buh da buh buh buhhh". These are shown/ heard at the end of the commercial to give a playful, light feeling that the audience will enjoy and remember. When doing this they used multiple techniques: the annoyingness and catchiness technique, the musical technique, and the catchy/ strong message technique. Advertisements use the annoyingness and catchiness technique when they portray a distinct person, theme, or tune. Due to it being annoying and/or catchy the viewer will be thinking about it non-stop.  The music technique happens when advertisers play a particular song that has a meaning or is very popular. The catchy/ strong message technique is when the advertisers show something that sticks in your head. McDonald's also uses songs, costumes, and characters that relate to the toy or movie that they are advertising. For example, when the live-action version of  Disney's The Lion King came out in 2019, McDonald's aired a popular commercial that used this theme. The commercial featured the famous song "Hakuna Matata" throughout the commercial. The family in the commercial dressed up as the characters from the movie and enacted a scene where Simba, Pumba, and Timon walk in a straight line and sang the song previously mentioned.

In conclusion, McDonald's uses various techniques to grab the audiences' attention. Even though they use a lot of the same techniques, they are still a very successful business that never disappoints. From their debut of the Happy Meal in 1979, they have created a family-friendly environment that is still going strong to this day. McDonald's has a way of knowing what people want and providing it; this keeps consumers attracted and loyal to the company. Happy meals are a well portioned, affordable, and fun meal that will always please the kids.