HI ALL!! Yes we are going to post ads relating to food!!
CAUTION: Do NOT continue reading our blog if you are feeling hungry right now!!
As shown from the video, a narrative is clearly present.
The setting is that of a bus on the road and the ad then zooms in on the two main characters.
There is rising action as the hungry man attempted to steal fries from the man who was dozing off in the bus. The narrative reaches its climax as the bus braked and the sleeping man woke up. There is a quick transition to the end of the ad with the big man( sleeping man) glaring at the poor 'thief' angrily.
One can notice that chance plays an important role in this ad. The bus just so happened to brake at the point in time when the hungry man managed to steal one fry successfully (after failed attempts) and the big man woke up as a result and thought that the hungry man had eaten all his fries.
There is stereotyping of big sized man here of course, that they are violent and aggressive. This stereotyping then led the audience to guess that the hungry man will be in trouble and hence McDonald's used the tagline "Don't risk your life".
Chance creates humour in this ad that grabs the audience's attention.
As mentioned in the previous post of how humour in ads should be used sparingly and effectively so as to not dilute the intended message, at the end of the ad, McDonald's advertised its fries. This draws the attention of the audience back to the intended message of the ad, and that is to buy McDonald's fries.
The genre of the narrative seems to imitate that of a 'fable' in concluding the narrative with a moral of the story- don't risk your life. Buy McDonald's fries at $xxx. This advertising tagline reinforces humor in the ad as the moral lesson hasn't got anything to do with ethics (One should not steal) and instead, was merely an advertising tool for McDonald's.
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I think that to me whats interesting about this ad is that you don;t really have suspense or a climax, yet people anticipate some action.
ReplyDeleteI think that music created a great atmosphere although it wasn't directly linked to the narrative in the ad. It is also important to note that we are not sure if the music is diegetic or non-diegetic. however, it still sets up a certain mood where the audience will anticipate certain forms of humour.
By being humourous, I think it is a good way to make the audience remember the ad, it will therefore allow for greater brand recall and even cause behavioural effects on the audience.
I personally think that humour is also created by how it seems ridiculous that anyone is willing to rish his life for some fries (actually, just one). Perhaps the temptation of an order of SMALL SIZED FRIES in such close proximity is too great to resist, even if danger comes in the form of a BIG SIZED MAN.
ReplyDeleteHumour in this ad also reflects Macdonald's image of beinig a casual fast food restaurant.