McDonald's Breakfast Wrap TV Advertisement

In this advertisement is about the McDonald's Breakfast Wrap which was brought out 2011 however this is the new advert for 2013 to advertise the wrap. This advert has a message that you can eat this wrap anywhere you want and can be enjoyed individually too. They are showing that this wrap can be enjoyed by anyone.

Structure

The structure of this TV Advertisement is non-linear as they show many different scenarios of people eating the breakfast wrap. For example they say "in a box full of socks" and "at a table by yourself". This shows all the different places you can enjoy the wrap and they are showing all the different random places you can enjoy it. However the structure of this TV Advertisement could be classed as Linear because it does start and end at McDonalds which re-enforces where you can buy the product. This could also suggest that you begin buying the product from McDonalds and at the end of the advert show McDonalds again to suggest returning back to buy another one. The style of the McDonalds TV Advertisement is also realist because the advert is showing a lot of scenarios of different people eating the product and enjoying it. All the different scenarios are realistic therefore the audience can relate to eating the product.

They also use a soundtrack in this advertisement and the soundtrack suddenly stops when the rhyming stops and when the young man is sitting at the table on his own. This gives a big impact and shows the diversity of where you can enjoy the breakfast wrap. The soundtrack also builds up towards the end of the advertisement to keep you interested about what is going on. The soundtrack is also quite cheery and relaxed which is how they want their product to be described. They want people to eat their wrap and to be relaxed when eating the wrap. They also want them to enjoy the product. There is also a voiceover used in this TV Advertisement and the voiceover is reading out the poem and then explaining what the product is about at the end of the advertisement. They have done this to help the audience understand what is included in the wrap and to persuade you to buy the product. They also use the well known theme tune at the end of the advert to help the audience relate with McDonalds.

The main camera technique used throughout the TV Advertisement is a panning shot to keep the advert at a fast past and to keep it interesting. For instance when the voiceover says "watching tele with a wellie", the opening scene is a panning shot from the right. This helps to set the scene and this keeps the scenes moving quickly. They also set the scene with a long shot of McDonalds. This shows where you can purchase the product they are advertising from. Also it was shot in the morning (hence the dark sky with the sunset behind McDonalds), therefore this gives the audience a clue that they are advertising a product from their breakfast range.

This TV Advert has a lot of simple editing techniques such as straightcuts that show all the different scenes. After each line of the poem the scene changes by using a straight cut. This keeps the TV Advertisement at a regular pace and helps to keep the audience intrigued. At the end of the advertisement they also use the McDonalds logo at the end which covers the whole screen. This is effective because it’s like a page of red that falls down from the top of the screen and the 'M' is covered in yellow. Red and yellow are the typical McDonalds colours therefore the audience can relate these colours to McDonalds. 

The lighting used in this TV Advertisement includes a various amount of different types as you see different locations where there are different lighting. For example when the voiceover says "reading the news, in brand new shoes" we see a man sitting on a bench reading a paper. As you can tell the lighting in coming from a natural source therefore this is natural lighting which is high key because you see no shadows on the actors face. High key is the most flattering lighting effect because you see no strong shadows. On the other hand there is a scene where you see two young men and the voiceover says "clocking in, with a twin". This shows high key lighting aswell because it looks like the main source of light is coming through a window which is natural lighting. A lot of the lighting is artificial lighting and there are several scenes of high key lighting because there are no shadows. High key lighting clearly shows who they are, what they're doing and you can see the product well. All scenes that are filmed outside are powered from a natural source of lighting.

Techniques (of persuasion)

This advertisement includes poetry of the story of everyone eating the wrap for example the advertisement begins saying "in a van with a man". This is humorous because it keeps you listening to hear the rhyming words and it helps you keep an interest in the advert. This TV Advertisement also begins and ends at McDonalds which shows where you can purchase the product they are persuading you to buy.

The techniques of persuasion are mainly to purchase this new breakfast wrap they have recently launched and you can have one anywhere; whether that is to sit inside McDonalds or out. For example they show McDonalds at the end of the advert when a young man is sitting in however the TV Advertisement has shown you can eat it whenever for example when the lady is walking her dog. They also use a panning shot of the product they are trying to sell at the end of all the products used in the wrap to entice you to buy the product more.

This TV Advertisement also uses the technique repetition. This is because there are several scenarios of different people trying the breakfast wrap. As they show all the different scenes of people enjoying the wrap this makes their audience think that they'd enjoy it because they are showing so many people, scene after scene eating their breakfast wrap. 

Target market and how are they targeted by the advert

The target audience for this TV Advertisement is aimed at working men and women. Although McDonalds can be aimed at any age - even children, there are none included in this advertisement. For example there are two men in a van that suggests they are on their way to work. There is also a man in a suit which suggests he is on his break at work. There is also a lady in a box of socks which suggests she picked one up before work. However the advertisement also shows that you can have one anytime for instance the people in the tent and the lady walking her dog. As it is a breakfast wrap and only served up until 10.30am they are tempting you to get one on your way to work, on your lunch break or if you're out and about in the morning.

Characteristics of the product or service

The brand identity of this product is the M of McDonalds which is shown at the beginning and end of advert which is on the McDonalds restaurant and at the end where the M appears on the screen. Also the M is yellow and usually has red writing underneath saying McDonalds. These are the typical colours of their brand which is easy recognisable. 

The unique selling point of this advertisement is you can eat their breakfast wrap wherever you want and can be enjoyed by everyone/anyone. This product can also be enjoyed by yourself or with friends. 
The competition McDonalds could be up against is the Belvita biscuit you can have for breakfast. The advertisement is called 'Have a Biscuit for Breakfast'. This advert gives a similar message to McDonalds which is that you can eat their product anywhere and in their advert they are eating it at a radio station. 

The advantages McDonalds have over Belvita is that you can pick their product up from McDonald Resturants which are located in a lot of places which are local to you and the product will be warm. Also you are eating all different foods in a wrap altogether rather than eating just one biscuit. This makes the audience want to buy this product because they are seeing it being enjoyed anywhere. This advertisement is almost like the actors don't know they're being filmed which truly shows that the product is really enjoyable. 
The benefits offered from this product is that you can eat it anywhere with no mess as its all in one wrap. Also the actors in the advert show the product is very tasty.
The lifestyle appeal of this product is that is it easy if you are in a rush or you want to eat whilst doing a task for example the lady walking the dog eating her wrap. Or if you just want to enjoy it on a break or whenever you want. The main lifestyle appeal is that it is an easy product to buy to eat if you're on the go.