麦当劳广告分析 中英文

Consistency of advertising can emphasis the brand glory in the dazzling array advertising. That means it’s very important to keep consistency in the advertising to build up the brand’s character. Consistency of advertising consists of all aspects including the media, form, theme and advertising agency.
Here I want to take the McDonald's advertising for example. In the first place,in the spreading of the information, McDonaldadheres to the BBF principle that is bigger information, bolder information and fewer information. McDonald always takes itself for a communication media. There are decorative outdoor lightings, banners and posters in the outer wall of the McDonald’s store, which has only purpose to make their customers understand the meaning of massages within the 3 or 5 seconds. The period of time is very very short. Because in the opinion of the media, the shorter the time use to understand, the more successful the advertising is.
Secondly, McDonald always follow the American style in the form of the advertising because the American advertising is very special in the idea, background music and dynamic image. Their purpose is not spreading the detail but the value of brand. Thirdly, McDonald’s advertising always express the same idea——happiness. Their slogan is everytime is a good time.
Finally, McDonald only cooperate with two advertising agency Leo Burnett Worldwide and Eden Advertising Company. Maybe you will feel puzzled. Why? This is because McDonald want to spread the consistent information. This is the consistency of the advertising and this is the character of the McDonald.
在目前广告干扰的环境之下，「一致性」是比较容易突显品牌的方式。

一致性：包括形式上的一致性、个性的一致性、传播的一致性。

每一个品牌，都有自己的个性和所欲传达的讯息，沟通方式的一致性，就会形成品牌的个性。

根据前面的分析，我们可以得知麦当劳的广告呈现「一致性」风格，这就是麦当劳的个性。

它的一致性表现如下as follows
①讯息传播上：BBF原则（Bigger/Bolder/Fewer）讯息要大，讯息要粗，讯息要少。

麦当劳
通常把自己当成一个沟通的媒体，在麦当劳的外墙上，有户外灯片，背板banner,窗贴海报，每个讯息都只有一个目的，这些讯息让客人在3—5秒内看完。

在传播上有一个重要的观念，就是当客人进到店里接触到这个讯息时，让这个讯息有机会被理解到，都是用秒来做单位的，才能达到传播的目的。

②形式上：麦当劳广告追随美国风格，因为美国广告在背景音乐、动感画面、创意设计和
幽默感方面极具特色，他们宣传品牌价值而不是传递细节信息。

③个性上：Everytime a good time」，这是全世界麦当劳的走向，就是smiled experience.麦
当劳广告的主题一直是欢乐。

④和广告商密切的伙伴关系：全世界麦当劳只用两家广告公司，一家是李奥贝纳，另一家
叫伊登(UDP)。

原因是让全世界的麦当劳可以得到一致性的照顾，信息可以一致性的被流通。