Show simple item record

dc.contributor.advisorNairn, Angelique
dc.contributor.authorRuff, Victoria Marie
dc.date.accessioned2020-05-26T02:37:04Z
dc.date.available2020-05-26T02:37:04Z
dc.date.copyright2020
dc.identifier.urihttp://hdl.handle.net/10292/13352
dc.description.abstractThe 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.en_NZ
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.subjectRhetoricalen_NZ
dc.subjectAnalysisen_NZ
dc.subjectMcDonaldsen_NZ
dc.subjectAdvertisingen_NZ
dc.titleNarratives of Persuasion: Exploring Rhetorical Elements of McDonald’s New Zealand Advertisingen_NZ
dc.typeThesisen_NZ
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Communication Studiesen_NZ
dc.rights.accessrightsOpenAccess
dc.date.updated2020-05-23T03:15:35Z


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record