Commercial Print Advertisement. Burger King and McDonald's

Commercial Print Advertisement
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Commercial Print Advertisement
The majority of companies use ads for marketing their products to target customers. In the digital era, firms are using social media platforms to advertise their goods and services. The two primary examples of such companies using ads to persuade their clients to continue buying their products are Burger King and McDonald’s. Both firms operate in the food industry and have consistently shown their customers that providing delicious meals is their primary duty. Notably, Burger King and McDonald’s are competitors who keep coming up with new ads to retain their market share. Currently, one cannot spend several hours on the web without seeing a burger ad from either McDonald’s or Burger King. One of the primary similarities between Burger King and McDonald’s is that both target the youths, and they do aggressive marketing on social media networks such as Facebook and Instagram. Burger King and McDonald’s have managed to remain at the top of the food industry since these companies use fresh ingredients to prepare their burgers; they advertise their products using manipulative and fair persuasion methods to attract and retain many potential customers so that they can increase their sales volume.
The following ads show McDonald’s primary theme colors to be yellow and maroon while those of its competitor, Burger King, are black, yellow, and red.


Advertisement 1: McDonald’s Burger Ad.


Advertisement 2: Burger King’s Burger Ad.
In particular, the primary theme colors for the McDonald’s ad are yellow and maroon. The ad uses chocolate color as the background to improve the visibility of burgers. Below each burger is a picture outline of the animal where the meat ingredient comes from, namely fish, beef, and chicken. Above the first burger is the phrase “prosperity burger” (MYNewsman, 2019). Besides, prosperity means to be successful. As such, consumers of this burger might have a perception that they are prosperous for eating McDonald’s burgers. On the contrary, the quality of the image in the ad shown above is high to ensure proper visibility by people who come across it. The common colors are black, yellow, and red. Unlike McDonald’s, which shows “M,” Burger King always involves its brand name on its advertisements. Burger King ad uses a provocative tone, and it is ironic at the same time. Indeed, it shows how its competitors’ ads should burn and that Burger King products are the only ones that will remain. The company used the augmented reality when it was launching the whopper burger. Consequently, Burger King is creative when coming up with ads to market its products.
Apart from advertising itself, Burger King and McDonald’s remain at the top of the food industry by preparing their products using fresh ingredients, as indicated below. McDonald’s burgers are the favorite food for many people worldwide. According to MYNewsman (2019), the company has developed its brand name by providing high-quality food products prepared using fresh ingredients. For instance, McDonald’s burgers contain beef patty, ketchup, mustard, regular bun, onions, pickle slices, and pasteurized American cheese (MYNewsman, 2019). The ad below portrays McDonald’s burgers. In advertisement one above, there exists a fish, chicken, and beef burger. McDonald’s recognizes that the appearance of burgers on its ads is significant since it can either attract or send customers away. That is the reason why the company must ensure that its products appear delicious and that potential customers coming across these ads would not hesitate to buy burgers. On the contrary, Burger King uses fire to grill the beef patty it uses when preparing burgers for its customers. Some of the ingredients used by this fast-food company are similar to those of McDonald’s. They include beef, cheese, tomatoes, onions, mayonnaise, and pickles (Mulcahy, 2019). Burger King does not use any additives or artificial flavors to improve the taste of its burgers.
Although McDonald’s and Burger King provide the same product, they advertise burgers using different approaches. Since the two companies are among the biggest competitors in the fast-food industry, they must show the uniqueness of their burgers. McDonald’s emphasizes the different types of burgers it offers for its customers. What is more, to make its ad outstanding, it shows picture outlines of the meat source below each burger. For example, it is visible that chicken burger has white meat whil...