The McDonald's Spicy Chicken Sandwich commercial employs specific word choices and visual techniques to make the new product appear highly desirable. Words like "crispy," "juicy," "
Imagery: Blur the background to make the sandwich stand out. They also use many different dull colours to make the bright colours of the sandwich stand out.
Tone: When the person says spicy he has a rough whisper and high voice to make his voice stand out from the rest of the commercial. When describing the different features of the sandwich he uses an enthusiastic tone.
Colours: The colour of the burgers are made to be brighter than the background. Also little details like paper towels are made to be faint and not a big deal. They used warm colours to make the burger stand out and make it coordinated to the colour theme of a burger. They also use warm colours to make the watchers feel welcomed and more happy and enthusiastic.
Music
the reason it gets louder is because they say the name and they actually introduce the spicy crispy chicken sandwich.-Connor,Zuhayr,Izzeldeen
the second reason it gets louder is because, they say they have made it better than before by adding spicy sauce.-Connor,Zuhayr,Izzeldeen
in the beginning the music was very quiet, but near the end of the commercial the music got loud.Connor,zuhayr,izzeldeen
Wordchoice
Using very detailed words to describe the chicken sandwich (e.g., crispy, juicey, tender, and spicy.)
There are certain words you need to say to make a particular type of food more appealing. You won't find people who like crispy, juicy and tender cereal or people eat soggy, crunchy burger.
They used the words crispy, juicey, and tender to specifically describe nothing but the chicken sandwich making it appetizing and more appealing than a soggy, dry, and tough sandwich.
Persuading the audience to get the new chicken sandwich by elaborating on it completely
Shashvati , Salma, Francy
Strong Words which describe the sandwich including "crispy, juicy, tender " or Strong sentences such as "Just when you thought it couldn't get any better." These words affect the attitude, imagery and voice by making it more persuasive to buying the sandwich. - Tyler, Sayakan, Seyon
Crispy, juicy and tender. This line describes how the McDonald's product tastes like and it includes all positive aspects of this burger instead of the negative because they were advertising. We went and added spicy. This line shows that this product is better than the other McDonalds products because they added something more. At the end they introduce the product, so we know what it is and tell us where to buy it from.- April, Tirtha,Kishori
in the commercial the person used the words crispy,juicy and tender to help us see and understand how the texture of the chicken sandwich
Camera Angles
Mid-shot zooming in on SCS
Side-close up of chicken sandwich with bun pushing on sandwich with sauce oozing out
Close up of chicken sandwich
First scene is a close-up of entire crispy chicken sandwich
Trying to show how delicious it is. Blurred background just showing chicken. Looks attractive/pleasing through shiny bun, crispy texture of the chicken,
