Abstract
McDonald's is one of the biggest food & beverage companies in the Chinese market, while other competitors always admired the advertising and marketing strategies of McDonald's. Using McDonald's viewed by a sample of consumers matching the Chinese market on communication and advertising, the author examined the content of advertisements from McDonald's. Through the participatory observation of the advertising of McDonald's, this research revealed that discounts, gifts, and puns, all contributed to the success of McDonald's. This research uncovers a mechanism for how strategies work to affect consumers' attitudes. In addition to the development of the brand, the development of McDonald's helped this research to elicit additional internal processing of the brand image construction. This has implications for the limited capacity model of motivated mediated message processing, as well as for marketers relating to the success of McDonald's, which recommended following an effective strategy in its advertising.
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