Saturday, 11 October 2008

McDonald's M Burger.

You never forget your first time. Bah humbug.

This advert opens with all the usual wedding day prep of a young man off to the church. He has a smart suit on. He has a friend hanging around behind him, also smartly dressed, watching him get ready and smiling. They go downstairs and his parents are there, again dressed smartly. His mother tells him how proud they are of him. The walk out to the car and start to get in, his mother fussing at his tie, the neighbours watching. Then we cut to his parents watching him, his mother looks teary eyed, and then to him looking a bit sheepish and hesitant but happy. He looks up and we cut to the smiling face of a young woman looking expectantly at him, waiting, and then he... asks for an M burger. The camera pulls back to show that she's in a McDonald's outfit and she gets him his burger. At this point the VoiceOver tells us about the M burger. As the advert ends he is sitting at a table, his friend and his parents watching him proudly as he takes his first bite and the other customers clap.

Remember Your First M-Burger at McDonalds

The thing is, watching this, all I see is that McDonalds are equating meat/a burger with a bride and therefore Women are only Meat. Women are just something to use, to consume. And if you look at the only other females in this ad you have a fussing mother and a obedient server. None of which is a good message.

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