Ad Analysis

I chose McDonalds’ website, which wasn’t so green-washed as I thought it would be, but it did give insight on the kind of exposure they are trying to get in that area. There was more focus on their food sources and different ingredients they use than I thought there would be, as opposed to fluffy image-based expression. Although the information seems to be flawed and lacking, and the images that are used are minimally indicative, their sources are listed in the “Meet Our Suppliers” section. The images of their prepared food are obviously perfectly manicured and their captions are simplistic on a white background. I think its hilarious to refer to McDonalds workers as chefs and to display their “kitchen” as a place with culinary expertise and label themselves a restaurant. They have step-by-step video clips that show how they make different items on their menu, which are all performed by a diverse and attractive cast, and very assuring in their personality and camera angles. There is also an interactive question/answer page on their website that allows you to ask questions about their food and food production etc.. which I think is interesting, and could maybe be a good outlet for activist tomfoolery. In the kids section there is a series of captions that say, “He’s here, he’s there. Man, the guy is everywhere. A trusted friend both honest and fun. There’s a little bit of Ronald in everyone”. Very creep. They have a page on their environmental commitments, and what organizations they contribute to in order to keep their image green friendly. Persuasive techniques used: Symbols, BIG LIE, hyperbole, bribery, bandwagon, simple solutions, fear/defensive nationalism, testimonial, plain folks, warm fuzzies, beautiful people, group dynamics, strength, scientific evidence, card stacking, and the race card. http://www.mcdonalds.com/usa/good/environment.html

Activist Website

I chose ACME (the action coalition for media education) whose mission of social or economic change is broadening the reach of media education, and stressing the overwhelmingly growing impacts of media in the world today. I really liked the variety and interactivity of the videos they posted, and the way in which they target a broad audience of people affected by media (everyone). I think online activism does work, because the internet is the most advanced and connective outlet that exists on a massive scale around the world. However, because of this scale participation in this form does not feel very meaningful. I think the way to solve this consuming problem is to keep track of the popularity of your activist input, and the growing network of followers you or your cause gains. It’s a difficult process for sure, and hard to stay organized, productive and motivated at times, but definitely can make a difference. I support this website completely, I think its awesome and publicizes an important message.

PSA group blog post

We changed our topic completely from composting issues at UVM to beauty and how it is portrayed in the media. We are much more excited about this topic, I think it will be much more creative and fun to make happen. I got four interviews so far, which were very successful, definitely got some good input from folks.