Old School McDonalds Ad

Who created this media message? Why?

McDonalds created this commercials years before Christopher Meloni ("Larry") cleaned the streets of sexual offenders and murderers on Law & Order: SVU as Detective Elliott Stabler.
Meloni's character Larry is showing that McDonald's isn't fancy food, but with McDonald's who needs it. This ad is obviously outdated but the same theme of McDonalds is good enough for a date is still prevalent. Check out this ad that air in Egypt thats obviously a lot more modern.



Who is the target audience? What text, images or sounds suggest this?

The target audience are for an adult demographic. The nighttime/pre-date setting indicates that this is the gathering of two adults preparing for adult activity. McDonald's just a part of this adult evening, Larry states, "Me, McDonalds, Movie that's it". McDonald's is going to taste the same no matter whose eating it. However by isolating an adult audience with this commercial and using another line of commercials for children, McDonalds is able to market the same product to appeal to a wide range of age groups. I would assume that the commercial aired during prime-time hours.
What is the text(literal) meaning of the message?

The literal text of this message is that McDonalds is good for any occasion. Most of the time people think first date they think of making a first impression. Most people wouldn't figure McDonald's into that equation but this advertisement has decided to challenge that notion.

What is the subtext(hidden message)?

The hidden message is McDonald's always hits the spot. I think the lady that Larry was picking up expected someone who would butter themselves and look like the man of her dreams. However here comes Larry who seems to be kind of secure of himself but insecure about himself towards women, so he brings on his, "I'm Larry, I'm a salesman we're watching a movie and eating at McDonalds" attitude. Almost seeming like he was trying to speed up what he felt was the inevitable(as in the woman turning him down). However in the end the commercial proves that in this universe of Larry and this woman McDonalds is a sure-bet.

What kind of lifestyle is presented? Is it glamorized? How?

This advertisement is glamorizing the "regular joe" character. The commercial went out of the way to point out that Larry was not a wealthy lawyer or business executive. I feel Larry speaks to most single guys at ANY age, that no matter how much money they have, they never want a woman that makes them spend it all. Therefore McDonalds portrays this wonderful fantasy realistically thus selling people on that idea more, thus increasing their profits.

What values are expressed?

The value expressed seems to be a stance on anti-materialism. I think McDonalds understands they don't qualify as gourmet. They aren't hiring world class chefs to prepare their food. Yet they realize that more people can afford McDonalds versus gourmet food so it makes it important that they portray their food as quality though it isn't 5 star. By showing two people eating there for a date versus a nice steakhouse they express that it doesn't a lot of money to satisfy hunger and have a good time with Larry and the millions like him.

What techniques of persuasion are being used?

The main technique of persuasion is what I call the "Hallmark" appeal. I am pretty sure it has an official name but the "Hallmark" appeal is what usually draws my mom into commercials. If it makes her go "aw" she'll be pretty sold on something. For example there was a Petco Commercial with a dog that she thought was adorable. She ended up getting a dog and shopping at Petco. With this commercial people feel for confidence less Larry and then do back flips inside when his blind-date joins him. Another technique is the "regular Joe" appeal. They didn't use rich or extremely wealthy people in the ad, they used to people who probably fall right into the median. This technique and the "hallmark" technique make people like McDonalds because the ad presents an underdog story in 45 seconds. I feel bad for Larry and I have also been their so I can relate to him. Now I won't instantly want a Big Mac but I'm sure if I'm hungry and I think of Larry, I'll think fast food.

What healthy and unhealthy messages are being communicated?

The healthy message promoted is that doesn't have to take a lot to impress someone. McDonalds focused on this ad being about Larry and how even he, a person with not a whole lot of money, could take a woman out and be impressive. At the same time a person can do a bunch of healthier and cheaper things to taking a date out. For example I figure if I did Larry's date, it would be like 14.00 for two movie tickets, another 10-15.00 for the food making plus another 10 dollars for "miscellaneous" expenses, the tally for this date would be about $40.00. At the same time Larry could have rented a movie(or been cheaper and gotten an older movie from the library for free). Then used the forty dollars to buy a bag of salad and the ingredients to make a gourmet dinner. With all that said the unhealthy message I see in this is that it says McDonalds is the ONLY option for an affordable date.

What part of the story is not being told?

Like every McDonalds commercials it doesn't mention how a their food is a double team of calories and cholesterol. Obviously we'd have to live in a society where everyone tells the truth at all times for that to ever happen, but it is the part of the story not being told that would lead to other discoveries about McDonalds. For example once people realize how fatty their food is, they'll realize the reason for all that fat is to mask the lack of quality in the ingredients thus making people realize McDonalds only tastes good because of the extra fat and chemicals added.