While I "youtubing" this past week, I came across advertisements for McDonalds in Japan. I was shocked at the different approach McDonalds took in selling their burgers in Japan. The Ronald McDonald figure we are all familiar too is the plump, curly hair, and warm character. We feel a sense of friendliness and familiarity with the Ronald McDonald we see in the U.S. In Japan, the male Ronald is a very slim, tall character. He is dressed very well and he probably is a model. At first glance, the advertisement seems to be a model or clothing advertisement, if you don’t notice the colors, but towards the end of the commercial, the Ronald figure pulls out the burger. Seeing this commercial, I can definitely see the cultural differences in Japan and the U.S. People in Japan need to see this burger as something that is not unhealthy and it needs to be something that can be sleek and attractive. McDonalds did an excellent job capturing this image through the model and the basic idea is that if a model that looks fit and attractive can eat this and keep in shape, YOU can do it too. The image McDonalds is selling in Japan is completely different from the image they are selling in the U.S. People in the U.S. do not think of a attractive model, but a plump Ronald who eats and plays with our kids. This advertisement also very effectively shows that knowing the audience is key in getting the message across. This advertisement is also one of two advertisements that McDonalds aired in Japan to sell this image through their burgers.
I think this is very interesting! Advertisements really make a difference upon the audience they are intending to sell to. The plump Ronald McDonald we are familiar with in the U.S. is consistent with the need for family comfort and friendliness we Americans seek for in our lives. McDonald's in the U.S. thrives on this necessity, and allows Americans to seek this comfort through their food. Japan seems to be doing the same to their audience by using the slender and sleek "model" to appeal to the Japanese lifestyle.
ReplyDeleteMcDonalds definitely researched Japanese culture well. From talking to people who have lived in Japan, I know that Japanese culture seems fairly focused on material things, such as getting the latest technology and the latest clothes. The image of a high class model would then naturally appeal much more than a strange-looking clown.
ReplyDeleteHaha. I had no idea that's what Ronald looked like across the Pacific. The representation seems to be cool and sophisticated and completely unlike the American goofball. I don't know if they're trying to say that McDonald's is what the cool kids eat but it's interesting that McDonald's was willing to engineer a different commercial to suit a different audience.
ReplyDeleteThat is so interesting! You would think that many advertising tactics would remain the same across some cultures. However, McDonalds knew they would have to change things up in this case. I think knowing who you are selling a product to, is definitely one of the most important aspects of advertising successfully.
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