Analysis of McDonald's advert

Estate Advert

In the beginning of the McDonalds estate advert an establishing shot is used to create a setting and establish the relationship between the set of the advert and the character. Also, the use of a  'soundtrack' compliments the body language and the facial expression of the characters shown in the beginning of the advert. The music used is a high energy track which reflects a younger generation which reflects the choice of actors used in the advert. This is very effective as the sound of the music is consistent when the characters are shown in the frame. Synchronous sound is used effectively as the sound is in sync with the visuals, in this case when the young adults are shown in the advert music is playing but when the older man is shown there is little to no sound except for the scene when the older man is shown playing classical music. Also, they use a 'cut' to create a binary opposite between the young adults and the older man in the advert. A close up is used to express and observe the emotions of the characters. Through the use of their facial expression all the young adults in the advert are smiling, laughing and expressing their happiness when listening to music. However, when the older man is listening to music he's much more relaxed and is listening to calm music rather than fast upbeat music. Also, the props are used to signify the era both groups of people were brought up in. This is evident as the young adults are seen holding an I-phone in a close up and the older man is using a vinyl to play their music. This signifies the idea of the opposites presented in the advert. We are also introduced to the costumes of both groups of people in this advert. Again, we see they are both complete opposites in what they wear. The young adults are seen with their trousers sagging to further emphasis their age which is shown in a close up, whereas, the older man is shown wearing old-fashioned clothing. There is a high angle shot of the young adults playing video games and this is a representation of what young adults do as a hobby or just in their free time whereas the older man is seen in a long shot playing pool. Even though both groups contrast each other ultimately its McDonald's that brings them together. Throughout this advert 'cuts' are constantly being used to show  both groups of people in the advert and what they are doing at that point. This is effective as both the young adults and the older man are doing the same activities or doing the same stuff which makes it easy to compare both groups of people. An idea that is clear is that the elderly will always have that childhood in them, even if they listen to older music or dress older, they're really no different to the younger generation.

1967 Advert

Throughout the advert, a voiceover and background music is used to create a more vibrant and exciting advert. This advert effectively sells the idea of McDonald's being a 'place'. The word 'place' is repeated throughout the advert and they describe McDonald's as being a 'happy place'. This will intrigue the viewer as those words are part of a catchy 'theme song' that is easily rememberable. Many of the close ups used in this advert show the actors are always smiling. The reason they use a close up is because it's the best shot to show an actor's facial expression. The editing used in this advert compliment the sounds played in the song. For example after the first, second, third and fifth line of the jingle we hear two claps. When these two claps are played the camera zooms into the McDonald's logo. One could suggest, they purposely show and zoom into the logo to again sell the idea that McDonald's is a place and it also let's the viewer know what the logo looks like so they know where McDonald's is. From the beginning, the advert introduces some children. This links with my previous point about selling McDonald's as a 'place'. By showing children this advert is suggesting that McDonald's is a safe and exciting place. Because the advert is mainly attracting kids the advert includes some 'safe' features about McDonald's. For example, the voiceover tells the viewer that the lids are spill proof which is important as most kids are clumsy. The voiceover also mentions the quality of the food which will attract parents as they want to bring their kids to a safe and clean environment. Also, they target children through the jingle. The jingle is extremely upbeat and kid friendly and can easily attract young kids into wanting to go there. The use of the flashing colours throughout the advert and quick cuts create this friendly atmosphere which McDonald's are so desperately trying to put forward. McDonald in this advert are trying to show their credibility by presenting their restaurant as a healthy environment to be in. Medium shots are used to show the children's emotions about the food they are eating. The constant smiling and laughing will attract other parents with kids to visit mcDonald's because they are presenting it as the 'perfect' place for kids 'McDonald's is a happy place'. The advert also uses close ups to show their food. This is an effective way of trying to pull new customers in as if they see their favourite food they might be lured into wanting to see what it tastes like. This idea of a happy atmosphere could link with the lines of appeal of 'happy families'. The idea of a safe environment links with the concept of Maslow's hierarchy of needs of 'love and belongingness' and 'safety and security'. Ultimately, McDonald's are tying to present themselves as a very 'happy place' and an overall safe environment not only for children but also for parents.