The Cohesive Marketing Campaign

Film Poster (Cinema)• Critical Success: Along the top of the theatrical

poster, we can see clearly how well critically the product has done, as well as providing a realistic balance; it provides two awards the film won, but also two awards the film was nominated for.

• The layout of the poster is the same as a majority of the print advertisements put out for this product; with Morgan Spurlock in the centre of the page, along with a mouth full of chips. {Note; with the critical awards at the top, Morgan can be mistaken to have ‘horns’. Perhaps some clever}

• Through the use of similar colour sceme. The font is large and ‘chunky’, which . The ‘ME’ is slightly larger than the rest of the title, which puts emphasis that particular word.

• Plus, the title itself is satirical; if you placed an ‘A’ and ‘L’ after ‘ME’, you would get something that looked remarkably similar to advertisement that would have been used for that particular McDonalds product

• At the bottom of the poster, it provides a website and the release date for the product in white, bold letters against a coloured background

Film Poster (Normal)• Here, in this normal poster, we

have a similar layout. Morgan Spurlock in a close-up shot, with chips in his mouth again.

• Once again, the titles remain the same, with the ‘ME’ being emphasized once again.

• In this poster, Mogan is surrounded by quotes from it’s critical success from various reviews

• Beneath the title and subtitle lie the awards the film was nominated, and awarded

• The DVD cover is similar to the ‘Normal Poster’ in many ways. However, only one critical award is shown, and that is ‘Best Director’ from the Sundance Festival.

• The colour scheme is slightly different, as the colours appear to be more orange than red; however, this is probably due to something with the printing, as Morgan himself looks a shade lighter. However, it still fits with the McDonalds colour scheme, maintaining the irony and association

DVD Cover

Other Posters (1)• Here is what looks like a

limited-edition poster.• The colour scheme here

directly relates to the McDonalds logo, through the use of ‘yellow’ and ‘red’

• There are no critical awards shown in this poster, which allows the viewer to focus on Morgan and the titles. It also does not detract from the colour association between the poster and McDonalds

Other Posters (2) • Here is quite possibly one of my favourite posters.

• Here, Morgan Spurlock is replaced with an obese Ronald McDonald, which directly relates to the content within the documentary itself.

• The obese mascot also seems to be sporting a chain with a ‘dollar sign’ hanging off it, relating to perhaps the idea that McDonalds as a company is no longer interested in the customer, but their wallets (which also links into the quote provided at the beginning of the movie itself from McDonalds’ founder, and how the company has seemed to have forgotten this)

• The title seems to change colour slightly to become more bold red and yellow, directly linking into the colour scheme of the McDonald’s logo and mascot

• Only one award is presented in this poster, and that is the award given at the Sundance Film Festival (Note: as this is used in a majority of the posters, which connotes their pride in receiving such a prestigious award).