Abordagem sobre as estratégias publicitárias do McDonald's no contexto da sociedade da informação: a criança como público alvo

Abstract

The present work approaches the restaurants fast foods, detaching McDonald's, for the fact of being a pioneering company in the branch fast food and for having developed its expansion for the most diverse places of the world, attracting millions of customers. The questions that problematizes are: for which reasons the reality of the consumption is so attractive notable and for great part of the people? How the strategies advertising executives obtain to reach or to manipulate the people, adjusting them it reality of the consumption? How McDonald's obtained an ample expansion in its history and for which reasons it searches to attract the infantile public priority? The objective of this work is to approach McDonald's, leading in consideration the consumption in the society of the information through its strategies advertising executives, having as white main the children. In this study the method of explaining nature with qualitative boarding and bibliographical revision was applied. The first chapter makes a brief analysis on the informational and communicational elements, related to the consumption, the society and the culture. As it makes an evaluation on advertising and marketing, showing the types of language of the first one, its functions, in order tmrnedlately afterwards to argue the influences of this advertising on the infantile public showing the reaction of this public how much the language of the advertising. The third chapter focuses the McDonald's, giving emphasis to its description, physical structure and action, as well as the strategies advertising executives. The room chapter detaches the influences of the boarded strategies in the previous chapter and the influences exerted in the infantile public, since he is visitors of the company.