Example of Symbolic Advertisment

The McDonald XL”M”S poster

The above print AD has double meaning inside. On one hand, it has utilized to demonstrate how depth McDonald has penetrated into our daily life. On the other hand, it shows that McDonald actually sells healthy food, which is always blamed by the non-profitable organization. 

First, As its says “McDonald’s. It is not what you had in mind…”. it is clearly and simply states that its logo is irreplaceable and is embed in our mind in this poster.

The logo represents the McDonald brand and has been frequently seen in different media and restaurants worldwide, almost everywhere in the world. As a result, we have already bear in mind that this trademark red big “M” logo is equal to McDonald restaurant.

Therefore, when the audience look at the English letter “M”, the first thing is to relate it with McDonald unconsciously, even the logic of the size sequence has become inferior to the McDonald logo. It is a great example of  how our brain interpret sign (McDonald logo) and then convert it into a real object (McDonald) according to our daily life experiences.

Use the Saussure analysis of the sign to explain it ,the result would be like the following:

Saussure Diagram 1:

Second, as many people blame that the McDonald food is too fatty and easily cause obesity to people. This AD put the McDonald letter “M” logo in between the clothes’ size icon. So that the McDonald is therefore related to medium-sized cloth , so it gives the concept that people will not gain weigh after eating McDonald food to the audience.


Saussure Diagram 2: