Comments on: McDonald's Clothing http://www.perezfox.com/2009/07/19/mcdonalds-clothing/ Design and Branding from Prescott Perez-Fox Sat, 07 Jan 2012 18:37:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Chris Lineberry http://www.perezfox.com/2009/07/19/mcdonalds-clothing/#comment-1059 Chris Lineberry Wed, 17 Nov 2010 02:27:00 +0000 http://www.perezfox.com/?p=1318#comment-1059 I think what's peculiar about this ad is the disjuncture between the people and the clothing that they are wearing. Although oversized sweatshirts of the time were big (all puns intended), it seems as though the clothing isn't made for the people "wearing" them. It's like a face-in-the-hole where you suddenly become a large and muscular. However, the image into which these people are inserted is simply a latent unflattering result of brand loyalty to McDonald's. In short, it's a mask for the unhealthy turn that can be taken by devoting your body to the product. In fact, I don't know if this was the policy of the time, but I know that it's currently McDonald's policy not to depict obese people in their ads and promotions. If this was the case in '88, then I would hypothesize that this image veils the very people to which they are possibly marketing to. This is not to say that skinny people don't eat McDonald's, nor is it to say that obese people became such by eating the food, but rather the company is trying to attract an audience which they have forbidden themselves from explicitly representing. That's just my take, though. There's also a potential discussion on race and gender here, but maybe another day. I think what’s peculiar about this ad is the disjuncture between the people and the clothing that they are wearing. Although oversized sweatshirts of the time were big (all puns intended), it seems as though the clothing isn’t made for the people “wearing” them. It’s like a face-in-the-hole where you suddenly become a large and muscular. However, the image into which these people are inserted is simply a latent unflattering result of brand loyalty to McDonald’s. In short, it’s a mask for the unhealthy turn that can be taken by devoting your body to the product. In fact, I don’t know if this was the policy of the time, but I know that it’s currently McDonald’s policy not to depict obese people in their ads and promotions. If this was the case in ’88, then I would hypothesize that this image veils the very people to which they are possibly marketing to. This is not to say that skinny people don’t eat McDonald’s, nor is it to say that obese people became such by eating the food, but rather the company is trying to attract an audience which they have forbidden themselves from explicitly representing. That’s just my take, though. There’s also a potential discussion on race and gender here, but maybe another day.

]]> By: John Leschinski http://www.perezfox.com/2009/07/19/mcdonalds-clothing/#comment-435 John Leschinski Mon, 20 Jul 2009 04:21:28 +0000 http://www.perezfox.com/?p=1318#comment-435 As a kid I didn't think anything of it. Looking back I'm a little taken back by it only becuase it's not something I see everyday. I'm sure if they had kept it up and had people wearing their clothes like Nike or Pepsi has then I wouldn't think twice. As a kid I didn’t think anything of it. Looking back I’m a little taken back by it only becuase it’s not something I see everyday. I’m sure if they had kept it up and had people wearing their clothes like Nike or Pepsi has then I wouldn’t think twice.

]]> By: John Leschinski http://www.perezfox.com/2009/07/19/mcdonalds-clothing/#comment-985 John Leschinski Mon, 20 Jul 2009 04:21:00 +0000 http://www.perezfox.com/?p=1318#comment-985 As a kid I didn't think anything of it. Looking back I'm a little taken back by it only becuase it's not something I see everyday. I'm sure if they had kept it up and had people wearing their clothes like Nike or Pepsi has then I wouldn't think twice. As a kid I didn’t think anything of it. Looking back I’m a little taken back by it only becuase it’s not something I see everyday. I’m sure if they had kept it up and had people wearing their clothes like Nike or Pepsi has then I wouldn’t think twice.

]]> By: Prescott http://www.perezfox.com/2009/07/19/mcdonalds-clothing/#comment-434 Prescott Mon, 20 Jul 2009 03:28:11 +0000 http://www.perezfox.com/?p=1318#comment-434 Yes, but looking back, isn't that a rather strange thing to wear? I actually had a sleeveless t-shirt for "Clan of the Cave Bear" which is a very not-for-kids fantasy novel. Where did that even come from? Yes, but looking back, isn’t that a rather strange thing to wear?

I actually had a sleeveless t-shirt for “Clan of the Cave Bear” which is a very not-for-kids fantasy novel. Where did that even come from?

]]> By: Prescott http://www.perezfox.com/2009/07/19/mcdonalds-clothing/#comment-984 Prescott Mon, 20 Jul 2009 03:28:00 +0000 http://www.perezfox.com/?p=1318#comment-984 Yes, but looking back, isn't that a rather strange thing to wear? I actually had a sleeveless t-shirt for "Clan of the Cave Bear" which is a very not-for-kids fantasy novel. Where did that even come from? Yes, but looking back, isn’t that a rather strange thing to wear?

I actually had a sleeveless t-shirt for “Clan of the Cave Bear” which is a very not-for-kids fantasy novel. Where did that even come from?

]]> By: John Leschinski http://www.perezfox.com/2009/07/19/mcdonalds-clothing/#comment-433 John Leschinski Sun, 19 Jul 2009 23:58:32 +0000 http://www.perezfox.com/?p=1318#comment-433 I wore a Rondald McDonald shit as a kid all the time. I wore a Rondald McDonald shit as a kid all the time.

]]> By: John Leschinski http://www.perezfox.com/2009/07/19/mcdonalds-clothing/#comment-983 John Leschinski Sun, 19 Jul 2009 23:58:00 +0000 http://www.perezfox.com/?p=1318#comment-983 I wore a Rondald McDonald shit as a kid all the time. I wore a Rondald McDonald shit as a kid all the time.

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