McDonald’s and nationalism
Posted on April 24th, 2005, under Viewing
If you’re watching commercial television in Australia over the next 36 hours, keep an eye out for the McDonald’s ANZAC Day ad. I’ve heard it run at least twice this morning during my (even more football mad than me) neighbour’s Sunday morning sports show. It’s a fascinating example of how multinationals articulate with particular national mythologies, deliberately confusing the distinction between commercial and community service. Last year I showed it to my students during a lecture on AFL, corporate nationalism and the militarisation of everyday life. I asked them, as I ask you now: Why is it that in our society it is unremarkable for an American hamburger chain to take the role of shaming us into national pride?
On April 26th, 2005 at 3:04 pm, Sarah Washington said:
Hi MC Gregg.
Was watching TV with my 19-yr-old sister and my boyfriend when that ad came on. My boyfriend and I groaned at the sappy tear-jerker music as we both started muttering about cultural appropriation and “McDonalds trying to convince us of their sincere commitment to the community with this myth-building ad” and so on.
My sister’s (angrily expressed) view, though, was that we should stop being so judgemental and accept it as a nice and caring recognition of ANZAC day…after all, McDonald’s aren’t so bad now, what with the Ronald McDonald House and the low fat options and the school sponsorship.
Have seen a few comments around the place that condemn the ad, but none that share her view. Liked your position.
On April 27th, 2005 at 11:38 am, melgregg said:
Hey Sarah, Thanks for writing. It’s interesting isn’t it. I try to avoid blanket condemnation or support for the company because a lot of people do get enjoyment and benefits from its existence. And it works at a very sophisticated level - think about how the Hamburgler and Ronald himself appeal to kids, building a relationship with the brand from a very early age. Or how families use the restaurants: I’ve heard they are a popular neutral zone for exchanging kids between divorced parents; and that they are the default meeting place for mums on rainy days because the kids can continue to play. The latest changes are an interesting example of how capitalism becomes ‘civilized’ through placatory measures. But really, those low fat options aren’t anything more than a marketing decision. They were losing money! Plus it’s always good for business to appear ‘nice and caring’.
On January 16th, 2006 at 8:04 pm, Adam Kasugano said:
I actually approached McDonalds about aquiring the two advertisments they ran (the one of the veterans disappearing and the lady thanking the veteran they ran a few years ago). Even if it is little more than a marketing ploy it serves as a reminder to the brave soldiers who fought and died for Australia, particularly the second one as it serves as a reminder that the Anzacs are no longer with us.