Mc Donalds Essay Example | Topics and Well Written Essays - 500 words

Mc Donalds - Essay Example ing out of the 1990s, the company had gained an ugly reputation for having ‘single-handedly’ led the nation to its current dangerous levels of obesity (Branch, 1997). Reviled for its unhealthy food products and questioned about its quality, the numerous appeals the company made to try to appease the public were solidly rejected. However, McDonalds seems to be making a strong come-back based upon its new campaign focused on intelligent and healthy choices as revealed on their website. McDonald’s current marketing campaign makes constant appeals to the intellect and to healthy living. Rather than using the obvious color ploys of yesteryear’s designs, the McDonalds website (http://www.mcdonalds.com) offers rich tones of color that introduce sophistication and complication to the simpler red and yellows of the chain’s early years. However, bright colors are still used on the kids’ pages reserved for very young children, still learning how to use the mouse and keyboard. This is in keeping with psychological and developmental studies that suggest very young children are more attracted to simple, bright color schemes (Ratner, 1989). The site is also very sophisticated in its use of technology, providing combinations of fully integrated streaming media, flash game pages and easy and accessible xhtml pages. These impressions are backed up with the content of the site in which consumers are made to feel as if everything they want to know is ava ilable on the site, education is stressed through the emphasis placed on Hamburger University and children’s activities are geared to teach as well as provide entertainment while still supposedly revealing to children (who likely can’t read yet) that this site is an advertisement. In addition to these appeals to the consumer’s presumed intellect, and perhaps more importantly to its own success, the company is also making tremendous appeals to the public’s need for healthier food choices. Their biggest push