McDonalds Commercials in Cultures Around the

World

The McDonald's Corporation is the world's largest chain of hamburger fast food
restaurants, serving around 68 million customers daily in 119 countries across
35,000 outlets.Headquartered in the United States, the company began in 1940 as
a barbecue restaurant operated by Richard and Maurice McDonald. In 1948, they
reorganized their business as a hamburger stand using production line principles.
Businessman Ray Kroc joined the company as a franchise agent in 1955. He
subsequently purchased the chain from the McDonald brothers and oversaw its
worldwide growth.

Richard and Maurice McDonald were pioneers of McDonalds and the quick
service restaurant industry. Ray Kroc was the founder of McDonalds Corporation.
McDonalds success today is rooted in the work of all three. In the late 1940s, Dick
and Mac McDonalds pioneers of McDonalds were searching for a way to improve
their little drive-in restaurant in San Bernardino, California, U.S.A.; they invented an
entirely new concept based upon speed service, low prices, and big volumes. Word
of its success spread quickly, in 1952 they had more than 300 franchising inquiries
a month from all over the country. Joining of Ray Kroc in 1954, and foundation of the
company that evolved into McDonalds Corporation was the major turning point in
the history of McDonalds. McDonalds is now the largest and best-known
foodservice retailer.
McDonald's predominantly sells hamburgers, various types of chicken sandwiches
and products, French fries, soft drinks, breakfast items, and desserts. In most
markets, McDonald's offers salads and vegetarian items, wraps and other localized
fare. On a seasonal basis, McDonald's offers the McRib sandwich. Some speculate
the seasonality of the McRib adds to its appeal. Various countries, especially in Asia,
are currently serving soup. This local deviation from the standard menu is a
characteristic for which the chain is particularly known, and one which is employed
either to abide by regional food taboos (such as the religious prohibition of beef
consumption in India) or to make available foods with which the regional market is
more familiar (such as the sale of McRice in Indonesia, or Ebi (prawn) Burger in
Singapore). In Germany and other Western European countries, McDonald's sells

beer. In New Zealand, McDonald's sells meat pies, after the local affiliate partially
relaunched the Georgie Pie fast food chain it bought out in 1996.

What we found significant is that in the U.S, McDonalds commericials focus largely
on fun over family and quantity over quality whereas in order to appeal to the
Chinese market, McDonalds commercials focus on long-lasting relationships and
quality emphasising family over food and strong family relationships.
McDonalds may have started in America over 50 years ago, but today it exists in
almost every country on Earth. And who's going to buy fast food from another
country without commercials -- off-putting, kinda creepy and seemingly completely
irrelevant, fever-dream commercials. These commercials are way different that what
Americans are used to, especially from McDonald's.
What are some of the strangest McDonalds commercials? There are some weird
ones abroad, believe it or not. But McDonald's is an international company now, so
their commercials need to reflect the specific country and its culture.
We have chosen to analyze the McDonalds commercials in 2 different countries:
US, Spain
Culturally, Spain is a Western country. Because of the great strength of the Roman
heritage in almost every aspect of Spanish life, Spain is often described as a Latin
country. Nevertheless, there have been many influences on many aspects of
Spanish life, from art and architecture to cuisine and music, from many countries
across Europe and from around the Mediterranean, through its long history.
In comparation with The United State wich is home to many cultures and a wide
variety of ethnic groups, traditions, and values Aside from the Native American,
Native Hawaiian and Native Alaskan populations, nearly all Americans or their
ancestors settled or immigrated within the past five centuries.Mainstream American
culture is a Western culture largely derived from the traditions of European
immigrants with influences from many other sources, such as traditions brought by
slaves from Africa More recent immigration from Asia and especially Latin America
has added to a cultural mix that has been described as both a homogenizing
melting pot, and a heterogeneous salad bowl in which immigrants and their
descendants retain distinctive cultural characteristics.
Diffences between Spain and U. S.A cultures.
Sense of Time: The pace of life is much slower here than it is in the States. Most
shops close down for an hour and a half to two hours during the afternoon for lunch.
The only businesses that stay open during that time are restaurants, cafes, and
large department stories in the bigger cities. A lot of people also take month-long

vacations during either the month of August, but others may only take a week or
two off.
Family and Friends: They are very important to Spaniards. Its very common for the
children to live at home until their late twenties and for adults to take care of their
elderly parents. . Its also very common to go out every night to meet up with some
friends or family at a local caf. There, you drink a couple of glasses of wine and
talk long into the night. It's uncommon to hang out or have a party at your house,
this is reserved for special occasions and holidays (instead, people hang out in
public). Meeting someone for the first time is also a little bit different. Girls
greeting girls kiss each other on both cheeks as do men greeting women; men
greeting men is just a firm handshake. Public displays of affection are very common
amongst young people
Food: The biggest meal of the day here in Spain is lunch, which they eat between 2
and 4 and it's usually a two course meal followed by a piece of fruit for dessert.
Breakfast is usually something light, like cereal/toast and a coffee (though their
coffee is basically a shot of espresso). They usually eat dinner between 10pm and
midnight, but its also fairly light. They eat a lot of pork products (ham, bacon, pork
loins), seafood, eggs, bread, potatoes, beans, soups, rice and leafy vegetables.
After meals, its very common to sit at the table for an hour (or more) and talk,
while enjoying a couple of cigarettes (if you smoke) and some more wine. This is
really different from the States where usually at home They just eat and move on. I
think this might have to do with their sense of time and the importance they place
on family and friends. I really like this, because so far there have been a couple of
really deep and interesting conversations at the dinner table (Their view of America,
what kind of animal you would be in the next life and why, the different languages
and dialects of Spain, for example).
Space: Everything is a lot smaller here than it is back in the States. Houses are
expensive and not very common (an average size house back in the States would
cost hundreds of thousand of EUROS over here), so most people live in apartments.
Arantzas apartment is considered one of the nicer ones, but its still even less
space than the first story of my house back home. Local shops, cafes and bars are
also pretty small; at times, you feel like youre on top of the other customers. There
are no SUV's over here and very few vans
USA https://www.youtube.com/watch?v=QZrghaHZvjk
Target: Married couples/humor appeal
Advertising message: Every time a good time McDonalds can make your wildest
dreams come true.
Use of nonverbal

Spain https://www.youtube.com/watch?v=RCvnr2hrZSY
Target: Coupes with kids
Advertising message: McDonalds promotes family values
Culture Dimensions:
-

Individualistic culture whith collectivistic values

Low power distance between parent and kids
Gender equality yet males have a little more influence in society
Nonverbal communication: replacement

Analysis/discussion
Similarities:
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India and Spain: family values

Spain, U.S., and Germany: Individualistic
Spain and Germany: low power distance

Differences:
-

India and U.S. collectivistic vs individualistic

U.S. and Germany low uncertainty avoidance vs high uncertainty avoidance
Coclusion:
McDonalds is a key example of how an international corporation faces
cultural diversity
McDonalds understands the needs and values of people from different
cultures