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Bachelor Thesis from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2, University of Salzburg, language: English, abstract: This thesis will mainly look at two fast food restaurants, McDonald’s and Burger King, and will look at several advertisements from the 1960s to today. It will analyze the advertisements in terms of linguistic structures and will look at how advertisements have developed over the decades. They are in our everyday life, on our phones when we look for a new app to install, on television while watching our favorite show, on our notebooks when we check our emails, or even when we walk down the street to get our morning coffee—advertisements are everywhere and one cannot escape or ignore them. Yet, as much as pop-ups, billboards and commercial breaks crowd our lives, in a way, they do not bother us at all, and that is the cunning beauty of advertising. It should get the point across, making us aware of something, telling us about a new product, convincing us to purchase an item, by subtly trying to persuade us that we need it when in reality we do not, whatever it is. Advertisements can come in many forms and genres, they can be a poem, they can be a little short story, a catchy jingle, or just a picture; whatever form they might take, the message of persuading the consumer to buy the advertised product makes this accumulation of genres a genre in itself. It, moreover, is important to mention that whos and wheres of advertising are factors that have to be taken into consideration when drafting an advertisement for a product. What is the product and who could benefit from it? Where should the advertisement to the product appear so it can be easily seen by the target group? How can the features of the product be made easy to read and easy to understand, and furthermore and more importantly, urge the target group to purchase it?—here is where language comes into play.
"The History of Burger King" explores the journey of one of the most popular fast food chains. Starting as Insta-Burger King in 1953, founded by Keith J. Kramer and Matthew Burns, the book covers the early days and the invention of the Whopper in 1957 by James McLamore and David Edgerton. It details the company's growth through franchising in the 1960s, memorable marketing campaigns like "Have it your way," and its competition with McDonald's. The book also covers Burger King's international expansion, menu innovations, and technological improvements. It addresses corporate changes, ownership transfers, and how the company dealt with controversies and challenges. The story continues into the digital age, showcasing the use of digital marketing, mobile apps, and delivery services. Readers will learn about Burger King's cultural impact, hear stories from long-term employees and franchise owners, and gain insight into the brand's legacy and future. This book provides a comprehensive yet straightforward look at the history and significance of Burger King in the fast food industry.
This three-volume encyclopedia on the history of American food and beverages serves as an ideal companion resource for social studies and American history courses, covering topics ranging from early American Indian foods to mandatory nutrition information at fast food restaurants. The expression "you are what you eat" certainly applies to Americans, not just in terms of our physical health, but also in the myriad ways that our taste preferences, eating habits, and food culture are intrinsically tied to our society and history. This standout reference work comprises two volumes containing more than 600 alphabetically arranged historical entries on American foods and beverages, as well as dozens of historical recipes for traditional American foods; and a third volume of more than 120 primary source documents. Never before has there been a reference work that coalesces this diverse range of information into a single set. The entries in this set provide information that will transform any American history research project into an engaging learning experience. Examples include explanations of how tuna fish became a staple food product for Americans, how the canning industry emerged from the Civil War, the difference between Americans and people of other countries in terms of what percentage of their income is spent on food and beverages, and how taxation on beverages like tea, rum, and whisky set off important political rebellions in U.S. history.
The world's most comprehensive, well documented and well illustrated book on this subject. With extensive subject and geographical index. 615 photographs and illustrations - mostly color. Free of charge in digital PDF format on Google Books.
Food matters, not only as a subject of study in its own right, but also as a medium for conveying critical messages about capitalism, the environment, and social inequality to diverse audiences. Recent scholarship on the subject draws from both a pathbreaking body of secondary literature and an inexhaustible wealth of primary sources--from ancient Chinese philosophical tracts to McDonald's menus--contributing new perspectives to the historical study of food, culture, and society, and challenging the limits of history itself. The Oxford Handbook of Food History places existing works in historiographical context, crossing disciplinary, chronological, and geographic boundaries while also suggesting new routes for future research. The twenty-seven essays in this book are organized into five sections: historiography, disciplinary approaches, production, circulation, and consumption of food. The first two sections examine the foundations of food history, not only in relation to key developments in the discipline of history itself--such as the French Annales school and the cultural turn--but also in anthropology, sociology, geography, pedagogy, and the emerging Critical Nutrition Studies. The following three sections sketch various trajectories of food as it travels from farm to table, factory to eatery, nature to society. Each section balances material, cultural, and intellectual concerns, whether juxtaposing questions of agriculture and the environment with the notion of cookbooks as historical documents; early human migrations with modern culinary tourism; or religious customs with social activism. In its vast, interdisciplinary scope, this handbook brings students and scholars an authoritative guide to a field with fresh insights into one of the most fundamental human concerns.
The Burger War: McDonald's vs. Burger King Discover the untold stories behind the fast food industry's most iconic rivalry in "The Burger Wars: McDonald's vs. Burger King." This captivating book takes you on a journey through the fascinating histories, strategic showdowns, and cultural impacts of McDonald's and Burger King, two giants that have shaped the way the world eats. From the humble beginnings of the McDonald brothers' Speedee Service System in 1940s California to the flame-grilled innovation of the first Burger King in Florida, this book explores the remarkable evolution of these fast food titans. Delve into their groundbreaking innovations, such as the Big Mac and the Whopper, and see how they have continuously pushed the boundaries to cater to diverse tastes and preferences. "The Burger Wars" offers an in-depth look at the strategic brilliance and daring moves that have defined their rivalry, including McDonald's global expansion and Burger King's bold advertising campaigns. You'll also explore the challenges and controversies they have faced, from health criticisms and legal battles to public relations crises and economic downturns. As McDonald's and Burger King continue to innovate in the digital age and embrace sustainability, this book examines their impact on global culture and their contributions to local economies. Featuring personal stories from franchisees and loyal customers, "The Burger Wars" provides a comprehensive and engaging narrative of their legacies. Whether you're a business enthusiast, a history aficionado, or simply a lover of burgers, "The Burger Wars" promises an enlightening and entertaining read. Join us as we uncover the secrets behind their enduring success and the future of the fast food industry. Get your copy today and dive into the world of McDonald's and Burger King, where competition, innovation, and resilience reign supreme. You can connect me at: [email protected]
Advertising has always been a uniquely influential social force. It affects what we buy, what we believe, who we elect, and so much more. We tend to know histories of other massive social forces, but even people working in advertising often have a tenuous grasp of their field's background. This book slices advertising's history into a smörgåsbord of specific topics like advertising to children, political advertising, people's names as advertisements, 3D advertising, programmatic buying, and so much more, offering a synopsis of how each developed and the role it played in this discipline. In doing so, many firsts are identified, such as the first full-page color magazine advertisement, and the first point-of-purchase advertisement. This book also reaches back farther in search of the earliest advertisements, and it tells the story of the variety of techniques used by our ancestors to promote their products and ideas. Part textbook, part reference, the book is an advertising museum in portable form suitable for all levels of students, scholars, and arm-chair enthusiasts. (Please note that the hardback and eBook formats of this book feature full-color printing. The paperback is grayscale.)
From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States—and increasingly around the world—invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to “the other guys.” Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitor—as well as anyone who plans, creates, or pays for advertising—a thorough and timely synthesis of the vast body of historical research, theory, and professional insights devoted to one of advertising’s most frequently debated message tactics. The overall goal of this book is to discover answers to a simple question: Why do so many advertisers often rely on a message tactic that research and professional experience confirms they frequently regret using?
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process. With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behavior. While other collections have provided an overview of the history of marketing thought, this is the first of its kind to do so from the perspective of companies, industries, and even whole economies. The Routledge Companion to Marketing History ranges across many countries and industries, engaging in substantive detail with marketing practices as they were performed in a variety of historical periods extending back to ancient times. It is not to be missed by any historian or student of business.