Introduction: Rhetorical Analysis of “Working Together”
Rhetorical analysis of “Working Together,” a well-known video promotion from the iconic fast-food outlet, McDonald’s, show McDonald’s strategy of marketing. Published by McDonald’s Corporation on August 13, 2012, on YouTube, this video proved very successful, much like various other McDonald’s videos. This fast-food company, showcased in the commercial video, is popular globally. Founded by Richard and Maurice McDonald in collaboration with another entrepreneur, Ray Kroc, in 1940 in the U.S. state of California, during a period of automotive growth, McDonald’s gained traction as customers increasingly opted for ready-made foods from other brands such as KFC and Burger King. McDonald’s, known for its distinctive taste and prompt delivery, captured worldwide attention, selling ten million burgers before 1958 and opening more than 35,000 outlets globally, spanning nearly every country until recently (Schlosser 10-12). The company behind this video advertisement has earned a prominent place in the fast-food industry, solidifying its position as one of the most respected fast-food corporations, dedicated to maintaining quality, standards, and efficiency.
Start of Rhetorical Analysis of “Working Together”
The commercial video commences with the emergence of modern skyscrapers against the morning backdrop, accompanied by the pleasant sounds of birds chirping. Designed to appeal to a broad audience, the video features individuals from various age groups, encompassing adults, children, and teenagers, as well as the general population. Notably, there is no specific focus on the professions of the individuals, as the enjoyment of certain foods is not contingent upon occupation. Furthermore, the video avoids discrimination based on gender or age. It portrays a diverse range of people, from the economically disadvantaged to the affluent, showcasing how anyone, regardless of social status, can easily afford items ranging from ice cream to a small chicken burger. McDonald’s strategically includes individuals from every age, social, and gender group, transcending nationality boundaries, as exemplified by the inclusion of a child of Chinese origin.
Rhetorical Analysis of “Working Together”: Purpose
The primary objective of this commercial video is to reach a global audience and inform them about McDonald’s fast-food production process. The portrayal of the process is rapid, aiming to maintain the audience’s engagement. The video seeks to boost the sales of McDonald’s products, including burgers, ice cream, and the renowned French fries. By showcasing the entire production process in quick succession, the company aims to assure customers that there are no hidden elements, promoting transparency.
The straightforward process of crafting items is efficiently executed by a skilled and intelligent crew in an organized manner. While the implicit purpose is to enhance the sales of McDonald’s products by fostering trust and confidence through a glimpse into the fast production process, there is also an explicit goal. The video aims to convey to customers that they are receiving items from a hygienic and clean environment, addressing the heightened concerns regarding potential dangers and risks associated with consuming fast foods, as highlighted in reports (Schlosser 72). In essence, the primary objective is to target busy consumers, encouraging them to purchase high-quality fast food while emphasizing the cleanliness and efficiency of the process, thereby saving them time.
Rhetorical Analysis of “Working Together” and Appeals
The video commercial employs a powerful appeal to emotions through three distinct methods. Firstly, it evokes emotions by depicting the natural world emerging amidst the artificial modern landscape, symbolized by the sunrise amidst skyscrapers. The second emotional appeal unfolds through the narrative of a young boy, of Chinese origin, wearing spectacles. His immediate expression of distress upon dropping his ice cream cone transforms into a smile when a McDonald’s staff member promptly replaces it, set against the backdrop of a beautiful modern morning with the sun rising among the skyscrapers and the fast-paced work of McDonald’s employees.
The video rapidly transitions from scenes of cracking eggs, showcasing the efficient working of McDonald’s staff, to various dynamic moments in the restaurant. Scenes include individuals busy with various tasks such as a young man adjusting his cap, a girl carrying paper glasses, another girl with a tray of processed patties, and a young man frying fries. The video captures the vibrant atmosphere, accompanied by the chirping of birds and the hustle of staff members. It swiftly shifts focus to different product scenes from a top angle, showcasing a packed burger and customers of diverse origins receiving and enjoying their orders. The video concludes with a fast-paced sequence featuring packed items, customers being served, and a customer in a car receiving a pack, culminating in the final slogan, “Working Together to Make Your Day Better.” The overall effect aims to create an emotional connection by blending the natural world, human interactions, and the efficient workings of McDonald’s to evoke positive feelings and reinforce the idea of improving customers’ days.
Rhetorical Analysis of “Working Together” and Manipulation of the Environment
While the video commercial exudes a lively atmosphere, it lacks explicit humor, conversations, or a visibly jolly environment. The depicted working environment within a McDonald’s kitchen appears to be dominated by a mechanical routine. The video features a diverse range of individuals, from workers to customers, spanning various age groups. The McDonald’s staff, portrayed as young boys and girls, operates within a well-organized and typical McDonald’s setting, catering to customers of all ages.
Notably, the video includes a bespectacled Chinese boy dropping his ice cream, symbolizing the sans-nationality service of McDonald’s as he displays a typical Chinese smile. The presenter, an African American boy, showcases a captivating smile, accompanied by a blonde individual standing beside him, emphasizing the non-racial nature of the business. The mechanical actions, such as a young man skillfully catching a glass to fill it with a fizzy drink, underscore the impact of the food. The consumption of a burger by a middle-aged lady and an elderly man reflects the commercial’s aim to target a global audience.
Throughout the video, a soft music background complements the fast-paced scenes. The consistent color scheme, dominated by red and yellow, contributes to the visual appeal. While humor may be absent, the presentation of food preparation with smiling faces adds a subtle element of fun, particularly with ice cream, burgers, and fries being served. The workers’ stress-free and tensionless demeanor, evident in their smiles, conveys a positive working environment crucial for success in the food business. Every action, movement, and smile seamlessly leads to the next, emphasizing the product wrapped in the iconic McDonald’s logo, effectively reinforcing the primary purpose of promoting and selling the products to consumers.
Rhetorical Analysis of “Working Together” and Strategies
The video establishes a compelling narrative by showcasing smiling faces, serving as a testament to the optimal working conditions that contribute to a highly skilled and cheerful staff. The mechanical yet health-conscious environment fosters a positive perception of the products being healthy. The facial expressions of the individuals imply that they work with expertise, creating a fun atmosphere. While the video features scenes of both staff members working diligently and customers enjoying their meals, the overarching theme of a cheerful working environment builds up to the final slogan of McDonald’s, “Working Together to Make Your Day Better” (“Working Together”).
As the audience reaches this point, the significance becomes clearer, especially when the logic of working together is reinforced through the appearance of the McDonald’s logo, accompanied by the well-known slogan “i’m loving it” in all small letters. This echoes the initial logo presented immediately after the sunrise scene. The incorporation of various packages bearing the same logo, leading to the final package handed to a customer in a car, reinforces the same theme – a seamless progression from a joyful working environment to the creation of a quality product. The consistency in showcasing a happy work atmosphere and the ultimate delivery of the product aligns with McDonald’s commitment to both a positive workplace culture and the delivery of quality food products.
Rhetorical Analysis of “Working Together”: Effectiveness
The advertisement employs highly effective persuasive techniques, particularly targeting two demographics: children and the elderly. The portrayal of a clean and organized working environment, the methodical preparation of items, the emphasis on quality in both products and service, and the appealing presentation collectively serve to convince potential buyers to choose the product. Additionally, the strategic use of logos, such as the logo amidst the bustling skyscrapers, and the incorporation of a slogan promising quality and a better life contribute to creating a trustworthy brand image.
The video conveys a message that the brand cares about the personal well-being and happiness of its consumers, fostering a sense of trust. While the commercial effectively employs ethos, introducing a bit of dialogue with positive comments from two or three consumers of different age groups and nationalities could enhance the overall effectiveness of the argument. This addition would bring a more emotional (pathos) and logical (logos) dimension to the advertisement, further strengthening its appeal and connection with the audience. Overall, the commercial successfully establishes a brand image based on trust, care, and the promise of bringing joy to people’s lives.
Works Cited: Rhetorical Analysis of “Working Together”
- McDonald’s Corporation. ” “Working Together” – To Make Your Day Better.” YouTube. YouTube. 13 Aug. 2012. Web. 20 Feb. 2017.
- Schlosser, Eric. Fast Food Nation: The Dark Side of the All-American Meal. Penguin. 2001. Print.
Relevant Questions about Rhetorical Analysis of “Working Together”
- How does the author employ rhetorical strategies, such as ethos, pathos, and logos, in the article “Working Together” to effectively persuade the audience?
- What specific language choices and stylistic elements contribute to the overall tone and impact of the message in “Working Together,” and how do these rhetorical devices enhance the communication of the author’s ideas?
- In the context of “Working Together,” how does the author utilize rhetorical appeals to address potential counterarguments or opposing viewpoints, and what impact does this have on the overall persuasiveness of the piece?
