Above is a photo of one of the McDonald's in Barcelona, ironically located right across from La Sagrada Familia, a beautiful cathedral that has yet to be completed but started by the wonderful architect, Gaudi. It is safe to say that the McDonald's at home and the one in Barcelona look the same. However, lets focus on how each promotes and advertises their different products.
Comparing websites:
-Kairos: The McDonald's in Barcelona focuses on targeting adults that are more on the upper part of the middle class side of the ladder. Where as the McDonald's at home targets children and young adults that are more on the lower part of the middle class ladder. The McDonald's at home overtly intend for a young audience by providing play grounds for the kids, giving out toys in their happy meals, and by using the character Ronald McDonald to promote their food. However, in Barcelona, although they do give out toys in the kids happy meals, they do not have play grounds nor do they have Ronald McDonald. The McDonald's here are also located in nicer areas of the city. For example the photo above is right near the La Sagrada Familia and the McDonald's near my apartment is one block from one of the nicest hotels in the city. Why? Because their audience is different than in America. The McDonalds in America...well are located everywhere...really. But generally they are located in more suburban middle class communities. Even the menu shows a difference in targeted audience. In Barcelona the Mcdonald's sells cheesecake, donuts, brownies, and other delicious homemade pastries. In America, they don't sell these types of deserts.
-Logos: The US's website is simple, clear, and efficient. On the left margin is a list of everything one would like to know about the restaurant nearest them -- Menu, Nutrition, Promotions, History, Contacts, Search Bar, Home McDonald's website, etc. There are a lot of pictures, which is appealing for their audience because what they are trying to sell is their food. They also are trying to tell us that we have great food, for cheap, and our service is excellent (fast and efficient). The website for the McDonald's in Barcelona is difficult to find the information one would like to look up about the restaurant. Their main menu bar is centered in the middle of the page and also includes search bars on the top and bottom of the page to look up information. They don't have many pictures at all and if their is a picture it is not appealing to the audience.
-Pathos: American's seem to create a happier environment than the McDonald's here. The McDonald's here is fancier and uses a lot of yellow in their buildings and tables outside -- they don't use lots of color. In the states the McDonald's uses more color, advertisements, pictures, etc. The McDonald's in Barcelona is not as desired by the people as much as it is in America.
-Ethos: American's seem to show more effort to create a friendly and inviting environment by using pictures, colors, toys, play grounds, and other advertisements to get adults to come as well. McDonald's here in Barcelona don't appear to have any commercial advertisements. I searched their website and the only video clip that came close to a commercial or advertisement was one that showed how they make a Big Mac, which I don't find very appealing. I know McDonald's doesn't have the healthiest food so I sure don't want to know how these burgers are made. And from watching TV here in Spain, I have yet to see a commercial.
So, overtly, Mcdonald's are everywhere you go...but are not all the same!
12 bucks?? Is that what we would call an "Unhappy Meal?" But, hey DO have cheesecake, so... Good work.
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