The slogan presented in this McDonald’s commercial is “come as you are,” implying that everyone is welcome at McDonald’s. In this commercial, a boy is portrayed as being gay, although it is not clear as to whether or not his father knows. Analysis here can go one of two ways; (1) a look at McDonald’s and culture or (2) a look at McDonald’s attempt to re-brand itself in the recent past.
While one might see this commercial and think McDonald’s is trying to show solidarity with the LGBTQ* community in taking a stand for equality, another perspective is looking at this ad as a reflection of the society it runs in rather than that of the company. This ad runs in France, not in the US. Although LGBTQ* awareness has been raised all over the world, especially with the struggle for equality in the US, one must question why this ad has not run in the US. Is it generally more accepted in France to be gay than in the US? What does this say about the consumer culture of France versus that of the US? It is this kind of questioning that makes one wonder at what this slogan really means, and if McDonald’s is really carrying it out.
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