Blog 7: Advertising, Consumer, Cultures, and Desire

The McDonald MacAttack ad criticizes McDonald for its unhealthy food products. It contradicts the images commonly created through McDonald’s advertising. They appeal to our desires by marketing their products as a cheap, delicious and quick meal. McDonald ads make use of what “Advertising, Consumer Culture and Desire,” calls the therapeutic ethos. They sell the idea that you’re not good enough on your own and that their product will make it better. They show images of people’s lives improving as they happily enjoying their meals. They appropriate images from ‘cool’ subcultures within the US to form an association between themselves and an image of ‘coolness’ to sell their product.

Their ads never show the after affects of unhealthy eating. Instead they feature skinny active models that smile as they enjoy their fast food or kids running around laughing and playing. This anti-ad however illustrates a striking picture that contradicts what McDonalds commonly advertises. It shows what advertisers what to hide—the consequences. Unhealthy food not only makes people fat but leads to heart disease, diabetes, and a number of other health problems.

However, I don’t think that it is just a critique of McDonalds but also a critique and warning for us consumers as well. We choose to continually eat fast food ignoring the consequences that it will have. It gives us a picture of what the future holds for those who refuse to consume in moderation. The person depicted in this image is now dealing with the unfortunate consequences of his indulgent behavior and is certainly not “lovin’ it” anymore.