COP: images used in essay

Here are examples in relation to points in my essay:

Jane Pavitt (2000) writes ‘McDonalds nurture their relationship with locality… in order to become neutralised’. Without much alteration to its branding, McDonalds caters for local cultures via local variations in the menus and advertising. During the Year of the Monkey in Singapore McDonalds, they advertised four monkeys. These symbolised luck, fortune, longevity and happiness. This is also an impressive example of ‘selling a sense of roots’: how a franchise adapts to reflect local tradition to ensure inclusion within the culture. It could be argued that although McDonalds presents a sense of roots within its branding, it's a false sense of roots is another way to capitalize and exploit the consumer. Shown in Figure 1 McDonald’s’ colour scheme has been adapted in recent years, with a change in European outlets from the classic red to a new hunter green. This suggests some clear thinking about the cultural connotations of colour. In Asia, red symbolises luck, courage and respect. This isn’t the same in Europe where it represents danger and anger. McDonald’s’ decision to adopt a more neutral, friendly green across Europe was no mistake.

figure 1

A good example of such cultural attitudes being reflected in design can be seen in 1960s advertising. Figure 2 Hotpoint washer and dryer newspaper advertisement perfectly illustrates the attitude in relation to women of the time. In expressing the opinion that your wife will be ‘happy’ and ‘pretty’ with the right domestic appliances, it can be seen how the advertising world, with its sexist stereotyping, reflected the culture of the era.

figure 2

Tetley illustrates how packaging can consider two cultures and different age groups for the same product (tea), For the United Kingdom, Figure 3a, its packaging uses a traditional cup of the original tea with milk, being handed to you by the friendly cartoon farmer. Tea is engrained in British culture and the imagery here reflects the ritualistic process of making a cup. Tetley has managed to appeal to a large age range, which is important as tea is generally liked by people of all ages in the UK. The packaging probably appeals more to the older generation, with its homely, inviting feel and suggestion of tea time or chat with a friend.  

This contrasts with the American packaging which has a more conservative look and says ‘classic black tea’, see figure 3b, using imagery of a glass cup of black tea and leaves on the saucer. The overall emphasis feels healthy and refined. It is clear, through its packaging, that Tetley has considered the different cultural values and preferences of the UK and the US, although exactly the same product is being sold.

figure 3a

figure 3b