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Advertisements that present information visually instead of using text can imprint certain ideas onto potential customers. Instead of choosing a written advertisement, it is more convenient and efficient to show audiences a single image. This way, a connection between a brand and a certain situation/outcome/scenario will be made. This can be exemplified by many advertisements, and especially those put out by McDonalds. For the purposes of this assignment, I chose to focus on the Tiffany advertisement produced by McDonalds. Its visual components, color, composition, and other aspects will be considered.
The advertisement depicts a doorframe in which a child, presumably a little girl, stands. She is wearing a dinosaur costume, complete with a frilly skirt, a tiara, and a magic wand, all of which are pink. She is holding a present on a string in her hand. The viewer is led to assume that this person is the titular Tiffany , through the combination of framing and the use of a caption below the image. Behind Tiffany is her mother, who is represented by a taller figure in a purple cardigan and white pants. The older woman is not fully visible in the frame, with her head being cut off by the resolution. The surrounding area and background showcase a birthday party, with confetti and balloons being scattered around the place. The bottom right corner of the image states Make Tiffany our problem. Have your kids birthday party at McDonalds. Call us on 086 000 0040 to book , and it also bears the chains signature logo.
The presentation of this advertisement relies on the interest of the viewer in examining a strange picture further and finding its contents to be appealing to their needs. The caption itself is not especially pronounced, letting the visuals breathe and act as the central component of the advertisement. However, it also manages to remind any viewer that what they are witnessing is, in fact, an advertisement by making the McDonalds logo big enough to always be visible. It connects the picture with the idea of the fast food chain and puts certain expectations of value in the mind of the audience.
As a practical example of an advertisement, I think that this McDonalds ad can be seen as effective and impactful. It made me consider the chain as a place to celebrate a birthday and also reminded me of the trouble families usually go through in order to organize such events. The decorations thrown around the floor indicate the mess and the need to clean the place up after a party, while Tiffanys elaborate costume brings forth ideas of difficult-to-manage children. All of the visual components of the ad are designed to make parent figures remember the troubles connected with event organization and want to see McDonalds as a way of alleviating them. In addition, this advertisement is also effective at speaking with young audiences. It has a bright subject matter, a simple-to-understand image, an intriguing central focus (the dinosaur costume) and decorations that are typically associated with parties. Even if the child does not read the text of the advertisement or engage with its presentation at a higher level, they are likely to engage their parents in a conversation about the image. Then, if children learn about hosting birthdays in McDonalds, they may become effective tools for influencing their parents decision-making processes.
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