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forustostudythediflerencesbetweentheword“sales”andwhattheme-
diahasbeentellingusallthetime.DoyouknowMcDonalds?Whodoesn’t,
right?
Whatcomestoyourmindwhenthiscompany’sadisbeingplayed?Abeau-
tifulplacefullofyoungpeoplewaitinginlinefortheirburgersandother
meals,right?Theyenjoythelaughs,thegoodtimesandcherishtheirfam-
ilyandfriendswhoareapartoftheirjovialjourney.Allthefamiliesshown
intheiradvertisementsarealsoenjoyingtheirfamilytimeandthechil-
drenareoverjoyedtobethere.TheadshowsMcDonald’spromisingyou
thebestlifeyoucanhaveifyouchoosethemasyourfoodpoint,isn’tit?
Thefoodtheyshowistastyforthetastebudsbutalsoappealingvisually.
Itluresyouintheiradvertisementandyoufantasiseabouteatingontheir
menuitemormaybetheentiremenuifyoucan.Theyshowyouthisper-
fectworldwhereyoutoocanbeavisitor.WhatisMcDonald’sdoing?
Itissellingyouimprovement.
Yes,itdoesthatbyitsaggressiveandeflectivewayofexposingustoa
dreamweallwishtolive.Anditdoesitperfectlybystartingtheprocess
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