Almost anyone can recognize the iconic golden arches of McDonald’s, which is now consistently ranked as one of the best fast food chains in the world. The company started in 1940 and has expanded to establishments in over 119 countries, serving 68 million customers every single day.
McDonald’s’s use of rhetoric is a fantastic blend of ethos, pathos, and logos. With a charged presentation of its status as a fast food icon and focus on instilling positive emotions, McDonald’s continues to enjoy some of the most effective marketing campaigns in the food industry.
Ethos (Authority)
The ethos of McDonald’s stems primarily from its status. As the company grew, it utilized marketing techniques to try and attract new people to the product, but over the last few decades, McDonald’s reputation has been unshakeable (even after attempts like the documentary Supersize Me). McDonald’s frequently uses language in its advertising to convey its market dominance, but subtly enough to make the choice seem natural.
Pathos (Emotion)
McDonald’s’s primary means of establishing its brand comes from its attempt to associate itself with positive emotions. Emotional appeals take many forms, including fear or hatred of the competition or sympathizing with possible consumers. Instead, McDonald’s focuses on rewarding new and repeat customers with an alluring sense of happiness and satisfaction. McDonald’s frequently uses smiles and positive words on its wrappings and advertisings, but the most notable example of pathos is the company’s effective use of slogans.
McDonald’s has used a number of positive slogans over the years, many of which are still recognizable, in order to convey feelings of happiness and optimism to build the power of the brand. One of the most recent slogans, “I’m lovin’ it,” is a great example. In three words, the company is able to establish a positive emotion associated with engaging with the brand.
Logos (Logic)
McDonald’s uses its status as a fast food powerhouse to lure consumers to its golden arches with a logical approach. Usually accompanied by phrasing like “Over 100 billion served” or references to locations in other countries, McDonald’s restaurants attempt to logically convey themselves as a great eating option.
McDonald’s is an excellent example of a company with great rhetorical balance. With positive emotion leading the strategy, people continue to enjoy the food under the golden arches.
