In the 1960’s McDonald's main goal was to show the happiness and the mix of emotions the food brings you. Though they have kept that feel of emotions in their advertisements, they changed they way they force those emotion on you in present day advertising. Rather than showing everyday people and kids with the traditional McDonald’s hamburger and fries, they put the diverse food options they offer on display against bare backgrounds so the emotions brought to a person can be interpreted differently by each individual that comes across the commercial. These uses of rhetoric are both forms of ethos. They go from making the everyday people look trustworthy, to relying on common ground of hunger.
The rhetoric used in Mcdonald’s advertising has changed and will continue to change. It changes based on the generations and what is going on in society at that point in time. In this instance, McDonald’s began their advertising campaign focusing on burgers and fries. With the explosion of health conscious ways of thinking, they too have had to deviate their marketing strategies to maintain satisfied customers and their financial