McDonalds:

For this task we analysed a radio advert for McDonalds, which was 30 seconds long.The style of the advert was humorous and there were various accents from across the UK, both male and female.The overall message we got from the advert was, if you want something quick and easy after a night out, if you’re busy or in a rush, McDonalds is the place to go to get a quick snack.There was no actual slogan mentioned in the advert, although it usually is ‘I’m loving it’.The company name was mentioned once.The advert was advertising a McDonalds breakfast and it gave a deadline of 10:30am, as well as giving us information on some of the breakfast deals they have on offer thereNo contact details were mentioned because McDonalds is a big company worldwide and there will always be a McDonalds somewhere.I think the advert was very informative in giving examples of the food available for the McDonalds breakfast deal, as well as giving people a deadline they could order the breakfast deal to. The use of various accents was good and it showed that McDonalds is for everyone and they are everywhere.

Guidelines are needed to be followed in order to ensure that the advert is suitable for radio. In this advert, we had to look at the guidelines on food and accents to make sure that the advert was reasonable and not giving a negative view.

When different nationalities or regional accents are used in advertisement scenarios, care is needed so as not to cause offence by negative stereotyping or by ridiculing the relevant country, region or racial group.

There are detailed rules on food, nutrition and health claims in the BCAP Code (Rules 13.1-13.15, Section 13, pages 64-70).The principle is that public health policy increasingly emphasises good dietary behaviour and an active lifestyle as a means of promoting health. Commercial product cannot reasonably be expected to perform the same role as education and public information in promoting a varied and balanced diet but should not undermine progress towards national dietary improvement by misleading or confusing customers or by setting a bad example, especially towards children. All the rules in this section apply to all advertisements that promote both either directly or indirectly, a food or soft drink product. These rules need to be read in conjunction with the relevant legislation including the Food Safety Act 1990 and the Food Labelling Regulations 1996.