Introduction: Rhetorical Analysis of McDonald’s Filet-o-Fish
Rhetorical analysis of McDonald’s Filet-o-Fish delves into the persuasive strategies employed in McDonald’s Filet-O-Fish marketing, examining the use of language, imagery, and appeals to analyze how the fast-food giant strategically communicates its message to the target audience. Marketers shrewdly leverage various cartoon characters for their new products, employing these characters with new props in advertisements. These cartoon characters subtly convey messages targeted at both the young and adults, promoting a neutral stance that communicates a taste surpassing gender or cultural specificities. This approach led to the introduction of a new character—a pirate. The pirate character is portrayed wearing a tea shirt with red and white lines, a black or greyish-black hat, a beard, a blindfold on his left eye, his left hand in his pocket, and a hook in his right hand carrying the featured burger, the focal point of the advertisement. The pirate character is also depicted carrying a dagger with a yellow hilt. The neutrality of the cartoon extends not only across gender and cultural levels but also proves enticing and captivating for children. The unique look of the pirate, particularly with his somewhat twisted mustaches and distinctive speaking style, adds to its appeal.
Rather than simply displaying the burger with a standard announcement, the advertisement incorporates the slogan “Pirates would give their arm for one,” where “one” refers to the Filet-o-Fish. This slogan effectively conveys the burger’s taste, clarifying the significance of the hook in the pirate’s right hand, which is used to carry the burger. The props, including the yellow hilt of the dagger, are intentionally selected to convey the burger’s taste through the pirate character. Simultaneously, the text aligns its meanings with the product, creating a cohesive and effective messaging strategy for the advertisement.
Image and Rhetorical Analysis of McDonald’s Filet-o-Fish
Text alone may not always suffice to make a convincing argument, as it is often complemented by images or pictures. Text, in conjunction with visuals, carries both connotative and denotative meanings. In the instance of the text “Pirates would give their arm for one,” the connotative interpretation suggests a generalization—implying that every pirate would willingly sacrifice a limb for the Filet-o-Fish, the signified “one” in this context. The connotation extends to the taste of the burger, as the willingness of a pirate to give up a body part implies a remarkable quality in the food item. The denotative meaning, on the other hand, straightforwardly communicates that a pirate is prepared to sacrifice a limb for a burger.
The inclusion of the logo and slogan in the bottom right corner of the image serves a dual purpose. Firstly, it adds a layer of logos to the argument, indicating that the advertisement is from a reputable and credible company. Secondly, it establishes a clear relationship and association between the text and the image, enhancing the overall ethos. The text and the pirate image complement each other, reinforcing the credibility of the message. However, the effectiveness of these elements can be compromised in the absence of color contrast and a distinctive font style. These visual aspects play a crucial role in capturing the viewer’s attention and ensuring that the message is conveyed with maximum impact.
Rhetorical Strategies and Rhetorical Analysis of McDonald’s Filet-o-Fish
The use of a combination of serif and non-serif fonts, along with a contrasting color scheme for the fonts against the background, has further enhanced the credibility of the brand, making the argument of the advertisement more effective. Design plays a crucial role in establishing a brand’s credibility, encompassing factors such as font style and color scheme. In this advertisement, the specially designed font style, aligned with the image, adds a distinctive touch. Not only does it heighten the contrast, but it also makes this contrast effective by using a light black color against the background of the greenish-blue sky and dark greenish-blue sea.
This color scheme significantly amplifies the visual appeal of the burger the pirate is carrying. The colors of the plank on which the pirate is standing, as well as the hilt of the sword, stand out prominently against the greenish-blue background. Within this context, the peculiar image of the pirate standing on the long plank seemingly appearing out of nowhere aligns with the uniqueness the brand aims to convey for this product.
Conclusion of Rhetorical Analysis of McDonald’s Filet-o-Fish
In short, the advertisement has been successful in reaching its targeted customers due to having full and perfect props, the best use of a color scheme, text, and fonts. The addition of the logo at the bottom right corner has further strengthened its argument. It is expected, as usual, that McDonald’s will come up with some unique product and a distinctive advertisement scheme. This advertisement has proven it through the use of different props, characters, and design techniques to enhance the rhetorical appeal of the advertisement. The major purpose of all this visual rhetorical argument is that it is important to stay in business when, all of a sudden, a new product emerges and prevails in the market. It seems McDonald’s has achieved its purpose.
Works Cited: Rhetorical Analysis of McDonald’s Filet-o-Fish
- “Pirates Would Give Their Arm for One.” Blogpost. n. d. http://1.bp.blogspot.com/-DuRhvPaXxaI/TX-UBKp_dII/AAAAAAAABQE/Dhxofjii3dQ/s1600/pirate-advertising-illustration-mcdonalds-filet-o-fish.jpg. Accessed on 11 Oct. 2017.
Three Relevant Questions about Rhetorical Analysis of McDonald’s Filet-o-Fish
- How does McDonald’s employ rhetorical strategies in its marketing and advertising of the Filet-o-Fish to appeal to specific target audiences, considering factors such as cultural diversity and regional preferences?
- In the context of a rhetorical analysis, how does McDonald’s use visual elements, such as images and design, to enhance the appeal of the Filet-o-Fish and convey a persuasive message to consumers?
- What linguistic and persuasive techniques are employed in McDonald’s promotional materials for the Filet-o-Fish, and how do these strategies contribute to shaping consumer perceptions and influencing their choices in the fast-food market?
