McDonald’s The Real Milkshake Advert (Term Paper) - 1100 Words

Consumer Behavior. McDonald's The Real Milkshake Advert (Term Paper Sample) Content: Consumer BehaviorUniversitySubject code:Lecturers NameStudent ID Date submitted McDonalds The Real Milkshake AdvertConsumers rely on advertisements for them to make a decision on the nature of commodity that they will consume; especially with the raging dynamism in the economy. Though tastes, fashion, and preferences play a crucial role in determining consumer behavior, advertisement has ensured that consumers change the needs and demands for products available in the economy. One of the advertisement prints that have been effective in creating consumer awareness and enhancing competitiveness of McDonalds Companys product is The Real Milkshake advert (Shown in the figure below). McDonalds Company has been struggling in creating awareness on the food products and services it offers in its restaurant across the globe. The implementation of the advert ensured that the company recorded high revenue outlay within a short period; thereby, enhancing its global success. When a consumer looks into this advertisement print, it triggers three factors; stimulus factors, individual factors, and situational factors. In this essay, the assessment of the effectiveness of McDonalds advert in relation to these three factors is conducted with an aim of determining the success criterion of print ads.
Stimulus FactorsAccording to Solomon (2006), the effectiveness of a print advertisement is attributed to stimulus factors as it determines the initial attention that the ad has on an individual. McDonalds advert demonstrates four stimulus factors that make the company beneficial in the economy; size, intensity, position, attractive visuals, information quantity, isolation, interestingness, and contrast and expectations. Before assessing these stimulus factors, the companys market share is undeniably larger in food and restaurant industry. McDonalds operations are going global, and this assures a consumer that the product advertised cannot be misleading as the market share and competitiveness of a company gradually grow. Large market share shows that the company has been involved in numerous prior to this advertisement, and it has secured enough customers. Where the advertisement is misleading, then the consumers would not have been loyal to the company hence the growth strategy would have been hampered. The size of the ad is not small or too large, but it is the size in which it triggers attention of the consumer. Looking at the size of the cow that stands on the shaker it makes consumer wonder how the cow will manage to stand at the posture without shaking. The ad shows that no matter the size, McDonald is involved entirely on milkshake business, and it assures the consumers of the quality of the milk that is offered by the company. The expansive area, characterized by green pasture, shows the quality of milk that the consumers expect to get if they buy from the company. Although, the advertisement company has inscribed its name in the bottom right corner of the advert, it prevents judgmental consumers. Some of the consumers might have decided against the products offered by McDonald, but they will be required to move closer to ascertain what is so important with that picturethe main intention of ads attracting consumers attention. The ad is clear and appealing to the eye, especially its natural setting. The ad relies on the picture, but not written advert. Having a visual advertisement is more appealing and the information can be easily passed to the target population than text advertisement (Posavac and Society for Consumer Psychology, 2012). Individual FactorsApart from stimulus factors, individual factors also played a vital role in attracting consumers attention towards the advertisement. McDonald Company understands that consumers are focused on satisfying their needs in the economy. Individual factors denote the traits of a consumer towards a specific product or service (Hoyer and MacInnis, 2008). The needs and in terest of consumers are the key characteristics that aim at influencing the attention towards an advert. Interest reflects the lifestyle of consumers, and his or her long term plans and goals. An example of long-term goal is to invest on the product and increase his or her profitability (in the case of consumer who aims at retailing on the product), and the short-term goal is hunger. The situation of an individual, at the point where he or she has seen the advert, influences the short-term plans and goals of the consumer. When an individual who is hungry spots the advert, the need to satisfy his or her thirst and hunger may be overwhelming, and one would end up consuming the product. However, consumers have different abilities when attending to the informational advert. This can be attributed to the difference in income level and living standards across the globe. Consumers are often exposed to and examine the information that is relevant to their perceived needs at that time. McDo nald advertisement attracts the attention of individual as the majority of individuals would like to quench their thirst occasionally. Individuals would be interested in advertisements that possess related products of their interest. The consumers are also attracted to a brand due to its brand familiarity, and the extent to which the company is known in the economy. McDonald is one of the leading companies globally, and consumers understand that their wide scope of needs will be met by a global company. Over the weekends and holidays, children will accompany their parents in the streets, and according to Hoyer and Mac...

Gender Bias in the Florida Juvenile Justice System - Free Essay Example

More female juvenile offenders (FJO) are entering the Juvenile Justice System (JJS) than ever before. Public reactions attribute this influx to female youth becoming more criminal, however, evidence suggests that gender bias contributes to it, through harsher sentences and defaulting to confinement for FJOs. In this study I aim to examine the evidence suggesting gender bias in sentencing, including differences between male and female juvenile offenses, the degree of leniency for juvenile male and female offenders, the origin and implementation of gender bias, the implications on youth in Florida, and finally a retrospective comparison of male and female juvenile offenders view sentences and experiences in the JJS. Research indicates that gender bias does exist in the sentencing of juvenile offenders. FJOs are consistently arrested at lower rates than males yet more female juveniles are entering the juvenile justice system annually at younger ages and for more serious offenses (Morris and Gibson, 2008). One explanation is the change in arrest policies for family conflicts that involve juveniles, those which did not hold juveniles as accountable before. From 1985 to 2015 (OJJDP) delinquency among males has decreased, while female delinquency cases have increased by 47% from 19 to 28% of all delinquency cases. The types of crimes do juvenile females commit differ from juvenile males, as well as their introduction to crime. Females generally are less delinquent, less violent, less committed to criminal careers (Pasko and Chesney-Lind, 2010). FJOs are more often are affected by histories of trauma, prostitution and sexual misconduct are very common, and many have run away from sexually abusive homes most involving status offenses while they sometimes do become involved in property, drug, sex, and violent crimes (Chesney-Lind, 2004). The Juvenile Justice Systems response to female delinquency and gender differences in the growing incidence of crime among young women and girls, ironically reflects patriarchal orientations. (Chesney-Lind, 2004) Much of the origin of gender bias is unfounded, based on gender stereotypes like limiting the options of an FJO, for their own good. This is reminiscent of sending girls to convents as a means of securing them. The stereotype that female youth are more mature than their male peers and therefore should be held more accountable for their offenses could also fuel bias in the JJS. Are female offenders more deserving of harsher sentences? Does confining FJOs for their own protection work as a deterrent? The answer is that it does not, based on the stagnant crime rate among FJOs. FJOs have been treated more harshly than in previous decades, a significant change in leniency for female offenders can be attributed to the Get Tough Movement which also inspired more use of the Juvenile Direct File in the state of Florida. I predict that former juvenile offenders, male and female, would view their experience in sentencing and time in the JJS differently. Whether or not programs that were geared more toward the causes of gender-specific delinquency were offered as an alternative to confinement may mark a difference, as well as their rehabilitation into society, or recidivism if it occurred. Crime is declining in all areas except FJOs, unaffected by the increase in their incarceration. Recognizing and preventing gender bias is the first step to reducing FJOs entering the JJS unnecessarily. The school-to-prison pipeline can start around age 7-8 in Florida, with a record that can follow a lifetime, eliminating gender bias would reduce unnecessary incarceration and the hindrances that follow.