Essay on "Image"

Essay 6 pages (1941 words) Sources: 3 Style: MLA

[EXCERPT] . . . .

Image-making -- McDonald's ads

Why some advertisement campaigns last

Everyday, we see on television or hear over the radio, thirty (30) seconds advertisement campaigns or their jingles capturing our senses. Most often than not, we find ourselves unknowingly already humming or reciting the melody or verses of what we have just seen or heard. The brevity of these advertisement campaigns may partly contribute to the retentiveness of what we hear or read in these advertisement campaigns, making recall and remembering easy. Also, advertisement campaigns have become so innovative that at times, besides the usual media of television, radio, and print advertisements in publications such as newspapers, magazines, flyers, pamphlets, newsletters, annual reports, yearbooks, billboards along the roads have also been resorted to as devices for these advertisement campaigns.

Advertisement campaigns usually creatively showcase the products and services, whether they present current trends and new discoveries like new products, renovation or diversification of the products that are presented. With the view in mind to entice the target market -- the consumers to try what are being advertised or continue patronizing what are being advertised or presented -- whether they be products or services. Products and services that supposedly make lives more efficient, convenient or better, in view of satisfying consumers, and more appealing if the target markets constraints, such as their economic capacities, are also taken into consideration.

Advertisement campaigns are creatively done so as to capture the viewers' or the target markets' attention, interest and compassion. And usually the most memorable or effective concept basis, by-lines and slogans for advertisement campaigns are those that are usual yet amusing, simple but unique, and presented in a manner that make them heart hitting as well as practical. And when these features that touch the hearts and minds of the viewers are present in an advertisement campaign, the viewers seem to be able to identify or would want to identify and emulate what are presented to them.

The Editors of Publications International, Ltd. In the howstuffworks web site presented the "8 Memorable Advertisement Campaigns" of the 20th century, and summarized the slogans and concept basis that made these advertisement campaigns click and last.

During the great depression, Coca-Cola in the year 1929 defied the bleak condition of the times with its advertisement campaign that presented an idyllic America that inspired the viewers despite the somber times. The advertisement campaign catapulted the sales of Coke by twice as much as the previous year. Then in 1956 came the Clairol Hair color advertisement campaign with the slogan "Does she.. Or doesn't she?" that possibly intrigued viewers and contributed to its success. Volkswagen automobile, in 1959, sped off to the finish line like an underdog hero with the concept "Think small" for its advertisement campaign along with its smart "We pluck the lemons, you get the plums" slogan.

In 1971, McDonald's fast food chains' sales soared up to $1.9 billion after the 1971 advertisement campaign done by Needham, Harper & Steer that popularized the catch statement "You deserve a break today." Along with its nimble jingle, that became the best advertisement campaign jingle of the 20th century as recognized by the Advertising Age, made the whole advertisement campaign of McDonalds effective over the years. Miller Lite beer in 1974 flourished with the "Tastes great, less filling" byword for its advertisement campaign, like streaming from the emphatic idea of 'can't seem to get enough of something good.' Federal Express literally utilized for its advertisement campaign a speed talker talent who is able to deliver 500 words a minute. Talk about speed. Then in 1984, Apple computer figuratively presented itself as a protagonist among its competitors as antagonists based on George Orwell's book entitled "1984," a political satire with characters as animals in a farm. And in 1988, Nike marked its lasting imprints on the world market and boosting its sales up to 43% in a span of 10 years from the time it released its 'fearless' concept based advertisement campaign with the byline "Just do it."

All the above-mentioned memorable advertisement campaigns have a common ground. They all captured the senses and sensibilities of people that could become their regular customers, and are their target markets. Having a common ground, we can now focus on one subset among these products which have effectively employed advertising campaigns that have lasted together with their products' existence and progress to analyze further what have kept them booming.

As interesting and practical as its beginnings, McDonalds have put to use simple yet quality and based on life, advertisement campaigns concepts that have been touching our lives over the years. Mr. Ray Kroc an enterprising man with foresight saw the viability of providing quick and easy but delectable food from just a stand of brother's Dick and Mac McDonald selling hamburgers and french fries, so in 1954 at San Bernardino, California, United States of America (USA), Mr. Kroc started franchising McDonalds all over America. And presently, McDonalds has achieved their goal of capturing a broad target market having 31,000 fast food chains, employing 1.5 million people in 119 countries on six continents, and serving 47 million customers daily, worldwide, as of year 2009. Competitors have sprouted up alongside with the McDonalds fast food chains but not as numerous worldwide as the pioneer on mushrooming franchises of McDonald's.

Although McDonald's meals have taken some flak and even blame as regards the unhealthy food it markets and thus America's obesity. McDonald's food chains or outlets responded by reviewing its existing array of food products on the market and have revised to accommodate customers' welfare, still with customers' satisfaction in mind. In fairness to McDonalds though, most foods are beneficial sources of energy needed daily. It is just the amount of food and liquids (beverages) in take that count and matter to one's health and specific body condition. And the personal consumption of an individual is a subjective factor, McDonalds cannot directly control, but only the person concerned can.

McDonalds food chain advertisement campaigns showcase how individuals, families and friends bond and find satisfaction in such a simple setting as a fast food chain that provides affordable, easy, and simple but tasty and hunger filling meals to all. Here, the sense of belonging and gratification with the convenience and economical way to avail of appetizing food are what their advertisement campaigns have revolved around.

Not all advertisements released worldwide achieve lasting and sustained capture of patronization from their target markets, such as what McDonalds advertisement campaigns, in particular, have achieved. And to find out why and how McDonalds' advertisement campaigns are able to accomplish this attainment over the years is what we will try to uncover.

But, first we have to understand if it is because of these advertisement campaigns that have kept these products and establishments booming and prevailing as time goes by or is it the product or company itself that has kept the advertisements lasting?

Rationally, it is reflexive. Because, practically, advertisements are primarily used as a marketing tool to increase product sales by repetitively showing to the public the appeal of the product, and to provide information to target markets about the product itself. Initially, if the way the product or establishment is presented does not catch the interest, or recall sense of the target market, how would they even remember what the product offers, so as to even want to try the product? Or would they even bother to wonder how it would be like to, or at least, have a taste and experience of what are being advertised? In the same way, if the products and the establishments being advertised are not at par in reality to what and how they present themselves to be, patrons would surely think twice or countless times before becoming a regular consumer and client of what are shown and presented to them.

But, notwithstanding this analogy, the demands for some products are out of necessity by themselves alone. And being a pioneer in its line of business, McDonald's fast food chains gained a significant step ahead of their competitors. For McDonalds fast food chains have carved their own stable niches in their respective target markets before others have. As a basic human need like food, there is always a demand for it. If one gets hungry, he would naturally find the most affordable and convenient place to eat. Where else? But McDonald's. Here we see that the factors that influence the demands for these products are both practicality, inclusive of convenience and needs-based. And so, advertisement campaigns for these products and establishments that have dominated the world market are as well prosperous. For what makes possible the production of advertisements is also what advertisements strive to flourish.

Now, we can focus on the elements that make advertisement campaigns like these click and last over the years.

Human beings interpret stimuli sensed primarily through the brain (Central Nervous System) and correspondingly, through the affect, i.e., emotions, values, character traits as reflected in their personalities.… READ MORE

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