For this advertisement, McDonald's has to consider what would and what would not be appropriate to have in there advert.
For example, in the advertisement the backing song 'Forever Young' by Becky Hill is played. Without permission from the artist, McDonald's would not be able to use the song in their advertisement- instead, they would face a lawsuit and a fine for breaching the copyright patents acts for using an artist's song without permission. To resolve this and use the song in their advertisement, they had to gain permission to have the song in their advertisement; in McDonald's case, they had to gain permission from Becky Hill.
In the Advertisement, McDonald's had to portray the character's without falling under any stereotypes. For example, the advertisement portrays a Single Mother and her Son. Many stereotypes them two character's would fall under are that: They're poor, not very clever,selfish, etc. However, McDonald's portrays these characters in a well-kept living environment and the mother and the son seems to have a healthy relationship between the two of them. They portray the characters like this to break out of stereotypes and not to offend anyone that may fall under that category.
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