商科硕士论文广告学.docx

商科硕士论文广告学.docx

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Communicationstrategy

AccordingtoElaborationLikelihoodModel,underconditionsofhighinvolvement,theconsumertakesthecentralroutetopersuasion.WeaimatmakingthebeliefsaboutMcDonalds’---health,safeandresponsibilitycarefullyformed.Resulttochangingthecustomers’attitudesaboutMcDonalds’---junkfoodandinsecureproductionprocess,andsuccessfullyguidetheirbehavior.Wedecideourcommunicationstrategiesasadvertising,promotionandpublicrelationship.

Advertising

Inordertohighlightournewproductconcept,wedesign3postersandaseriesofTVCM.

Thefirstposterusesanemotionalappealtoestablishaconnectionbetweentheproductandtheconsumer.Inthisposter,wewon’tdiscussanykindoffoodatall.Actually,wefocusonmakingastrongimpressionofthegreenandhealthyfoodinMcDonalds’.Itdescribestheoriginallogoasahousesurroundingbytreescrownedwithleaves.Thebranchesbearabundantfruits---ourhamburgers.ItshowsthattheproductsinMcDonalds’aregreen,clearandhealthy.Theyarenotjunkfoodwhoseingredientscontainingchemicalcomposition,nutritionaldeficiencyandharmfultohealth.Inthe“house”,severalemployeesareenjoyingtheirwork.Prominentbigsmilesontheirfacessuggestthepleasantworkingenvironmentandthesafeproductionprocess.Theyareabunchofhappypeoplewhopassthelaughandhappinesstoourcustomers.Actually,weplantoreviseitslightlyandturnthisposterasMcDonalds’newlogowhichwilloccurineveryretailsallovertheworldandeveryadvertisements.Withthebrightdelectablecolorandsweetimage,thisnewlogocatchescustomers’eyesandconveysournewconcept:

greenandhealthy.

ThesecondonefocusesonthenutritionofMcDonalds’product.Inthisposter,ayoungmanwhoisscanninghisfullschedulewhileenjoyinghislunchinMcDonalds’.Photocopyinghisstomach,welistthenutritioninformationindetail,includingenergy,protein,carbohydrate,fat,fiber,vitaminandmicronutrient.Firstly,thereasonwechooseayoungmanwithaheavytaskandademandingscheduleastheleadingroleinthisposteristhat“weliketolistentopeoplewhoarelikeus”.Ourtargetcustomersarethosewhitecollars,students,businesspeoplewhoaresnowedinheavyworkandstudy.Theyaretoobusytospendasufficienttimetoenjoyabeautifullunch.Howevertheyneedsubstantial,balancenutritiontosupportthemselves.Therefore,theyhavenochoicebutfastfood,buttheycantherighttochoosetheproductswhichprovidenutritionaswellasconvenience.Secondly,wegivetheprofessionalnutritioninformationindetail.ThisscientificanalysisnotonlyhighlightsMcDonald’snutritiousproduct,butalsobuildsthecredibility.

ThethirdposteraimsatemphasizingMcDonalds’safeproductionprocess.ItcomposedbytensofthousandsphotoswhichshowthescenesthatemployeesofMcDonalds’staff,theemployeesofMcDonalds’suppliersworkinasafeworkenvironment.Theyaresmiling,enjoyinganddynamic.Inthemiddleoftheposter,thereisourstrikingslogan“ITISTIMEFORGREENFOOD”.Bythehelpofthisposter,wewanttotellthepublicthataroundtheworld,everysupplierwechoseisunderthestrictsupervision.Onlythosesupplierswhocanprotecttheemployees’rightandinterestshavethequalitytocooperatewithus.Asaleadingplayeroffastfoodindustry,wehavetheresponsibilitytosavethecorruptingcommercialmorals.

The3posterswillbedisplacedinseveralMcDonalds’importantmarket,likeNewYorkandBeijingforapilotstudy.Thesecitieshavelargenumberofeducatedconsumerswhocaresabouthealthandcompanyresponsibility.

Besidesposters,wealsodesignaseriesofTVCM.Accordingtotheusesandgratificationstheory,mediacompetewithothersourcestosatisfyneeds,andthattheseneedsincludediversionandentertainmentaswellasinformation（MichaelandGary,2010）.Wewillcreateananimationtoshowthehighqualityandgreenhealthymeatwechoose.Takethechickenasanexample:

therewillbeamatchallalongtheirlives,fromaeggtoachicken.Someeggsareartificialhatchedwhichcanincreasethespeed,decreasethequality.Theywillbeeliminated;somechickengrowupinacrowdspacewhereevennoroomtomove,nochancetobeinthesun.Theywillbecleanedout;somechickeneatthefeeding-stuffswithhormones,whichmakethemgrowfasterandfatterbutbeharmforhumanhealth.Theywillbesiftedouttoo.Finally,onlythosechickenwhogrowupinanatural,greensituationwinthematchandbecametheingredientsofourhamburgers.Othertwoepisodeswiththesameapproachwillaimatbeefandpork.Withsomecutecharacters,interestingstories,funnynarrativesandlivelymusic,thisattractiveTVCMwilldeeprootournewproductconceptwhilepassinglaughandhappiness.

TheTVadswillfirs