Section 11- McDonald's 2020 Advert

 McDonald's 2020 advert sticks to ASA'S advertising rules by firstly sticking to what it's advertising for. ASAS'S second rule 'Recognition of marketing communications.' the rule is about making sure that the material is clearly identifiable as marketing communications/advertisements/advertorials.

In McDonald's case, they need to ensure that their advertisement markets their restaurant and doesn't stray off into a different topic.

To stick to the guidelines, at 0:31 of the advertisement they actively show the two characters heading to McDonald's to buy food.  Here, this shows that the main purpose of the advertisement is for you, (the viewer) to go and buy food from McDonald's.

The advertisement may of breached the ASA guidelines by not indicating what the advertisement is marketing for. If McDonald's did not showcase their restaurant or logo in the advertisement it would of been pointless advertising as the viewer would now know what the advert was for.

Due to the age of one of the characters in the advertisement appearing to be under the age of 16 and the advertisement being targeted at a family audience McDonald's must portray light-hearted and family friendly elements instead of an advertisement containing darker elements.

This rule goes under 'Rule 5' of ASA's regulations. Rule 5 is a rule that must be followed if directing ads at children,  or featuring them. This includes rules about unsafe practices and unfair pressure; pester power and sales promotions for children. 

In the advertisement, McDonald's keeps to a light-hearted theme and the two characters reconnect in the end of the advert and have a healthy mother and son relationship. The advert sticks to it's family friendly themes and warm and festive atmosphere.

McDonald's could of broken the guidelines by portraying violence or the child in any danger or even presenting the child doing violent acts that another child may be influenced by.