Four Bucks is Dumb

When searching for an advertisement I wanted to find one that I could effectively read. Starbucks instantly came to my mind because I am a coffee junkie and when I searched it I came across this ad for McDonald’s. It’s pretty obvious that they are taking a stab Starbucks for their high prices for such a simple cup of coffee. Even though I’m a die hard Starbucks fan I believe McDonald’s did a good job of making a customer think. Why pay so much for such a simple product that so many fast food companies can recreate for half the price. Also there are so many coffee drinkers who HATE Starbucks as a brand. The signifier is the slogan “Four Bucks is Dumb.” The signified is the thoughts that come into a driver’s mind after reading the ad. I thought of Starbucks right away, how expensive their coffee is, how McDonald’s can make the same product in a cheaper and simpler way. In general the signified is whatever a person takes from the ad. The main object in this ad is the word dumb. It’s bolded and stands out the most. It makes a viewer rethink Starbucks. Many pay high prices for the brand, the same product, long lines, slow service, etc. McDonald’s wants to be viewed as price savvy, efficient, and delicious. The simplicity of the advertisement is the representation of McDonald’s as a whole. It is not a snobby and expensive environment. With the economy, especially these days, Mcdonald’s wants the public to know that you can still get a great cup of espresso without the high price tag. People often view McDonalds as an unhealthy fast food restaurant but they are continuously trying to diminish that image. This ad takes away from the countless burger ad’s and gives them a new image, position, and identity.