I’m Lovin’ It

Posted: April 7, 2013 in Uncategorized


Ask nearly anyone in the United States, and the citizens of numerous other countries around the world, where “I’m Lovin’ It” comes from, and they would mostly quickly reply with “McDonalds.” This is such a popular slogan that is quickly associated with its owners that it is hard to believe it’s been in the U.S. for less than a decade.

“I’m Lovin’ It” first appeared in Munich, Germany, on September 2, 2003. It appeared in English in the UK on September 17, Australia September 21, and the US on September 29. The first time the slogan was used was in  a commercial showing people all over the world having fun and occasionally eating a hamburger, finishing off with McDonalds’ “M” and the phrase “I’m Lovin’ It.” Justin Timberlake performed the vocals. It was a series of 5 commercials. Soon the slogan spread to all types of medium.

Facet of Effects 

-Facet of Effects-

I think the Facet of Effect this best fits is the Persuasion Factor: Believe. The Persuasion factor motivates you to do something. Watching the videos of people with high energy levels and having fun persuades you to try out the product they suggested.


Success could be determined by the rise, in sales, but also in the recognition. Eight months after it first ran, McDonald’s conducted a survey in 10 of its top countries. The result was an 86% awareness overall, including 89% by young adults and 87% by mothers.

Target Audience 


McDonald’s has chains in 122 countries, so the target audience includes all nationalities and races. The originally videos contained people from all over the globe, showing that McDonald’s is for everyone, everywhere. Nearly everyone eats McDonald’s. The older population might not eat as much McDonald’s, just because they are less likely to eat fast food. The commercials originally targeted young teenager/young adults, as shown by the age of the actors in the commercials. It spread to young families, shown by a smiling mother with a baby (also smiling) on her back. These people would mainly fit under the “Generation Y” category, and spreading a bit to the “Me Generation.”


McDonald’s target audience in these commercials would be the “I Am Expressive.” The people are constantly active, having fun, and doing crazy activities. This falls us the “Experiencers” and Self-Expression VALS frame.


The paths to choose McDonald’s by seeing their “I’m Lovin’ It” commercial is characterized by Wants, and the Feel-Do-Think. Watching their commercials makes you feel a sort of excitement and high and you want to do what they’re saying. That follows with the “Do” part of the path–go buy some McDonalds.

Personal Analysis 

I think McDonald’s picked a good slogan as a branding advertisement. It doesn’t target a specific product, but the company as a whole. The success, through recognition and awareness, is phenomenal. McDonald’s has been given countless flack for their unhealthy food. While this may be true, I appreciate that McDonald’s does not advertise a lie and say that their food is the best for you. It simply says “I’m Lovin’ It,” which, if we’re completely honest, most people do love some aspect of McDonald’s, or they wouldn’t one of the most successful businesses in the world today. Their original campaign was a series of commercials to prompt people to buy their products. Now, the phrase “I’m Lovin’ It” triggers a recognition and desire.


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