Abstract
The purpose of this research was to critically analyse how McDonald’s advertisements have targeted New Zealanders over the years. My interest in this subject stemmed from a growing awareness on the prevalence of United States based fast food chains in New Zealand. From my perspective as a communications student, I wanted to academically explore this idea. The process of rhetorical analysis, and more specifically, narrative criticism, I was able to systematically analyse previously aired McDonald’s New Zealand advertisements that stretch over a 30-year period.
The research took me further into the theory of identification, and because of this, I was able to move towards an understanding of how a United States based company has become ingrained in New Zealand culture. Conclusively, the research demonstrated that McDonald’s New Zealand has employed persuasive strategies of identification to make their brand part of New Zealand life. Through the rhetoric of their advertisements, McDonald’s has created a successful business on international land.
